MUMBAI: The Mobile Marketing Association (MMA) in India will introduce its first ever Ideathon, a 30-hour nonstop hackathon to address and solve brand challenges in a highly competitive environment. The event, which will take place on 25 – 26 August 2018 at K-start Respace, is targeted at tech-driven entrepreneurs and students. The first of its kind, the Ideathon will also be introduced at the upcoming MMA Forum in September.

Bringing together the brightest and youngest minds from across Bangalore, the event, run in partnership with IncubateIND, will see advertisers from big brands across industries present their problem statements. Participants are then expected to come up with a solution and present their proposals after a 30-hour nonstop hackathon.

As mobile continues to occupy maximum time and attention of consumers today, brands need to seek new and innovative ways to stand out and effectively reach their consumers. More than a place to share ideas, the Ideathon will also act as a platform for industry practitioners and students to network. 

“The rapid growth of mobile adoption in India alongside the competitive landscape it operates in prompts companies to rethink their strategies when it comes to growing their businesses,” said Moneka Khurana, Country Head at MMA India. “The Ideathon will bring fresh insights from some of the best and most creative young minds in Bangalore, challenging brands to think outside the box and look at the multitude of possibilities mobile presents.”  

Brands that will be participating in the Ideathon include Unilever, Vodafone, Tata Chemicals Limited, and Godrej Consumer Products Ltd. Despite coming from different industries, they all face challenges when it comes to engagement on different levels, especially in a mobile environment. This Ideathon provides a platform for brands to bring their individual problems to light, allowing the younger generation to use their creativity and talent as they do a deep dive into individual brand issues, providing solutions that are relevant to todays mobile audience. (Individual brand problem statements can be found here)

“Vodafone seeks to partner India and the world in building a future which is exciting. In an era of technology, via this MMA Ideathon, we are keen to see some innovative and creative solutions coming from these young minds who are working on the designated briefs. It will certainly be interesting to watch how these young teams approach complex business and brand problems of today, and I’m sure there will be several fabulous nuggets to takeaway for the participants as well as the jury,” said Siddharth Banerjee, EVP-Marketing, Vodafone India.

“Most of us (the business and marketing fraternity) have been solving business problems or marketing challenges, and connecting with consumers in a particular way for decades now. Through this Ideathon, the future generation will get a chance to tackle real-life scenarios and will empower them to speak their minds and come up with a possible solution which we might not have thought of. It is also a good opportunity for us to meet these young talents and possibly work with them in the future”, said Pankaj Parihar, Vice President & Head, Digital Marketing & Transformation, Godrej Consumer Products Ltd. 

“Events like this are a great way for brands to hear from a generation of young talents who grew up in a mobile-first environment. Likewise, this Ideathon will allow future technopreneurs to get real insights from brands,” said Rohit Dadwal, Managing Director, MMA Asia Pacific. He added that while this is only the first event of this nature, he looks forward to seeing more events like this hosted by MMA across the region.