MMA Global India, in the spirit of the 14th edition of SMARTIES, hosted two special LinkedIn Café sessions, bringing together top CMOs, marketers and industry leaders to open up the jury room, and share what truly sets award-winning marketing apart.

Across these two conversations - the Main Jury session and the Selection Jury session - one idea was clear: marketing effectiveness is evolving fast, but the principles that win remain rooted in clarity, impact and insight.

From Ashish Bajaj (Narayana Health), Kaushik Chakraborty (Tata Capital), Piyush Jain (Agilus  Diagnostics), Shantanu Shauhan (Noise), Akila Jayaraman (JioAds), Shailendra Sharma (Asian Paints), Rajiv Gopinath (Publicis Media) and more, here’s what the combined Jury and Selection Jury had to say about raising the bar, avoiding common pitfalls, and building entries that don’t just get shortlisted - but take home the Gold.

When two finalists score similarly across all criteria, what intangible qualities push one to the top?

Clarity of storytelling - a crisp, compelling arc that defines the problem, insight, solution, and outcome.

Emotional pull and human insight - entries that make the jury feel something stands out.

Degree of innovation that nudges the industry forward - smart use of tech or media formats with purpose.

Simplicity over jargon - entries that cut through complexity to deliver clear intent.

Authenticity - soul over sparkle, work that feels genuine and culturally relevant.

Scale and relevance to real consumer truths.

How important is the ‘craft’ of the submission itself - case video, clarity of write-up, and storytelling - in determining winners?

Your submission isn’t documentation - it’s your final creative deliverable.

A well-edited, emotionally engaging video, with clear data storytelling, shows respect for both the idea and the jury’s time.

Avoid “verbal diarrhoea” - more words don’t mean more value.

Tailor your story to the category, and don’t assume the jury knows your brand.

Package the insight, execution, and impact in a tight, persuasive, well-crafted narrative.

What’s one thing that always impresses judges - and one thing that instantly puts them off?

Impresses: Sharp human insight, cultural relevance, emotional resonance.

Clear link to business impact - real metrics over vanity numbers.

Seamless blend of technology and creativity, where tech feels integral, not bolted on.

Puts off: Forced narratives, category mismatch, buzzword overload.

Entries clearly designed just to win awards without real-world scale or impact.

Poorly packaged or excessively complex submissions that lose the plot.

Which categories are raising the bar the fastest—where are you seeing more boldness, integrated thinking, or unexpected storytelling?

AI-powered personalisation at scale.

B2B with main-character storytelling and sharper narrative.

Brand Experience with immersive, local relevance and authentic emotional connection.

Martech-led hyper-personalisation that remains human and empathetic.

Purpose-driven work that delivers real, not performative, impact.

In an era where marketing budgets are scrutinised, and award shows themselves are asked to prove their value, SMARTIES India is doubling down on what matters most: effectiveness, innovation and business impact.

If you’re a brand, agency or marketer looking to showcase work that moves the needle, these are the principles to keep front and centre.