New Delhi, Aug 27: Leading media company Zee Entertainment Enterprises Limited (ZEEL) conducted a nationwide competition to recognize and honour the most established marketed brands across the country. ZEEL partnered with research agency Nielsen to ascertain the winners. It was found that Hindustan Unilever stood out in terms of marketing its products. It has bagged a total of five awards and leads the tally. Hindustan Unilever is followed by LG Corp, which won the top prize in three categories. Coca-Cola and Mondelez tied for the third spot with two awards each. The award ceremony was held on Saturday at #ZEEMelt, an event organized to honour the creativity and innovations in the field of marketing and communication. (ALSO READ: Snapdeal lines up Rs 200 crore marketing blitz for festive season)

Nielsen had conducted an exhaustive research before ranking the brands. The sample size of their project was a massive 12,000, spread across key regions of the nation. The factors used to check the reverence of brand among consumers were as follows – ‘Top of Mind Recall’, Popularity, Advocacy, Desire and Buzz. A structured methodology was adopted for the research process. Here is the complete list of category wise-winners:

Air ConditionersLG
AirlinesAir India
BanksState Bank Of India
Bathing SoapDove
ChocolatesDairy Milk
Cold Beverages (Aerated)Coca-Cola
Cold Beverages (Non Aerated)Maaza
Confectionaries (toffee, gums, mint)Cadbury Choclairs
Fabric care items [Washing powder/soap, fabric softeners]Surf Excel
Face WashHimalaya
Fast food chainsMcDonald’s
Four-WheelerMaruti Suzuki
Hair Color and DyesGarnier
Hair OilParachute Advansed
Life InsuranceLIC
Mobile Service ProvidersAirtel
Moisturizer/Body LotionVaseline
Mosquito Repellents & Home InsecticidesGood Knight
Online ShoppingFlipkart
Packaged Savoury Snacks (chips, extruded snacks, bhujiyas/ namkeens)Lay’s
PaintAsian Paints
Shampoo & ConditionerDove
Skin CreamPond’s
Tea/CoffeeTata Tea
TV SetsSony
Washing MachineLG
Water PurifiersAquaguard

Speaking at the awards function, Mr. Punit Goenka, MD & CEO, ZEEL said, “ZEE Mindspace Awards is a property which gives marketers a true reflection of their efforts sown in building brands. The very essence of the awards is its USP – the winners are not chosen by a jury but by the consumers themselves. The structured research conducted across the nation by Nielsen has empowered the consumers to select the most recalled brands as the winners, in a unique and transparent process. Congratulations to all the deserving winners!”

Mr. Sunil Buch, Chief Business Officer, ZEEL said, “For any brand to get into the Mindspace it requires all the elements of marketing and sales to come together. Today there are standalone awards for creativity, marketing, media etc. but none that holistically represents the orchestra required to get into and stay in the mind of the consumer. ZEE Mindspace Awards 2016 are the first to recognise the success of all the elements that go into occupying the Mindspace.”

Mr. Prashant Singh, Managing Director, South Asia, Nielsen said, “ZEE Mindspace Awards is the first forward-looking, future-oriented awards property that looks at not just a part of the marketing process, but at the entire outcome. After an extensive online survey of over 12,000 consumers, it was impressive to see which brands in India command the maximum consumer ‘mindspace’ based on our parameters of top-of-mind recall, popularity, the kind of advocacy the brand commands, the desire to own the brand and finally the buzz it generates.  Congratulations to these winners who have managed to carve the maximum mindspace in consumers’ minds.”