Why do so many marketing campaigns fail to move the business, even with millions of views, clicks and likes? Attention is not the same as impact.

In this episode of The Darshana Shah Show in partnership with Marketing + Media Alliance (MMA) India | SMARTIES India 2026, Darshana Shah speaks with Arvind R P and Moneka Khurana about marketing effectiveness and what happens inside the SMARTIES jury room.

Winning campaigns start with a clear objective, a genuine consumer insight and a sharp strategy. AI and technology create value when they serve that idea.

Guests:-

Arvind R P

Chief Executive Officer, Lenexis Foodworks Pvt. Ltd.

MMA India Member and SMARTIES India 2026 Jury Chair

Moneka Khurana

Managing Director & BOD Member, MMA India

In this conversation, you'll learn:

* Why business impact carries 40% of the SMARTIES score, and how multi-stage screening, evidence checks and transparent scoring work

* How Airtel Safe Network, UltraTech, Lay’s and 1mg connect purpose, consumer value and growth

* How challenger brands like Sensodyne compete with larger rivals

* Why technology should serve the idea, as in Pedigree’s use of AI to reach prospective pet owners

* Why AI fluency matters more than literacy, and why human wisdom and curiosity still matter

* How to balance short-term results with long-term brand equity

* Why full-funnel marketing matters, and how to tell a stronger campaign story