Award Guidelines

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Who Can Enter

  • Entries are open to organisations operating in India across the relevant sectors
  • Entries may be submitted by companies, marketing teams, or business units
  • Indian subsidiaries and joint ventures of multinational companies are eligible

What Can Be Submitted

The marketing initiative submitted should have been implemented within the last 3 years.

Supporting data for up to three years may be included to demonstrate trend, maturity, and sustained impact.

A single-entry fee permits participation in one Sector/B2B category or one Marketing Impact category.

Organisations may submit multiple entries across different categories.

Award Tiers

The participant securing the highest overall score will be awarded the Platinum recognition, with subsequent recognitions (Gold, Silver, Bronze, etc.) being awarded based on the ranking of scores.

  • Platinum Award Composite score: 8.0+
  • Gold Award Composite score: 7.0–7.9
  • Silver Award Composite score: 6.0–6.9
  • Highly Commended Jury discretion

Make a Strong Entry

Based on the evaluation criteria, the following principles will distinguish winning entries:

What to Avoid

  • Generic descriptions of marketing activities without a clear link to business outcomes
  • Vague claims such as ‘significant growth’ without supporting data
  • Entries that read like internal presentations — the jury responds to clarity, not jargon
  • Omitting the Societal Contribution section — even a thoughtful, honest response to this scores better than leaving it blank
  • Word counts substantially below the recommended limits — this is usually a sign that the entry lacks sufficient depth

Supporting Materials

Entries may be supported by the following annexures. These are evaluated as supplementary material and do not replace the written entry:

Creative Samples

Up to 3 campaign/creative samples — images, screenshots, or short video links.

Research & Data

Up to 2 third-party research or data extracts, with source citation.

Financial Summary

One page, where detailed revenue data is commercially sensitive.

Media Coverage

External validation or press coverage — optional.

Evaluation Criteria

All entries (except Special Recognition) are evaluated on five criteria, weighted as follows:

  • 1 Business Impact
  • 2 Strategic Clarity & Innovation
  • 3 Customer Value & Differentiation
  • 4 Execution Excellence
  • 5 Societal Contribution

Confidentiality

Entries are treated as confidential by the CII Secretariat and jury members. Commercially sensitive data should be clearly marked. Winners are required to agree to a summary of their entry being featured in the CII Marketing Excellence Compendium, though specific financial data will be anonymised or aggregated as requested.