By Priyanka Sharma

Senior Manager (Creatives), Branded Content

Jagran New Media

Delhi, India

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In late 2021, Jagran New Media hosted the Jagran HiTech Awards, India's first technology and automotive awards celebrating the confluence of connectivity and mobility.

Over the years, technology has changed our lives and especially our mobility. At Jagran New Media, we see technology and automobiles as an extension of each other. This is the third time Jagran gave out the awards, and the goal was to grow bigger and better.

The Jagran HiTech Awards recognise how technology and automotive innovation support each other.

Recognising resilient industries

The last two years have been highly unusual with a nationwide lockdown, crippled workforce, semi-conductor shortage, and increasing input costs. However, the tech and auto industries weathered the crisis and were resilient. With a rare chance to prevail, the pioneers stepped up, resolute to navigate the future with creativity and innovation for their companies and India.

The multiple launches throughout the past year prove India's tech and auto industries don't bow down to disruptions and, in fact, bring out the best. This resilience should be honoured and awarded.

The third edition of the HiTech Awards was intended to celebrate the creators and innovators who have the ability to withstand adversity, inspire others, and the potential to change their competitive space.

Jagran HiTech brought its audience unbiased, unfiltered, and uninterrupted news, reviews, and updates on the tech and auto industries occasionally along with insightful conversations with the who's who of the industries.

Campaign details

The campaign was aimed to bring together to best of mobile and mobility on one platform. The event was divided into three phases: pre-launch, launch, and the main event day.

In the pre-launch phase, our teams go together and started with market research, latest trends, creating a buzz for technology and products, new features, affordability and design, and build quality and safety features.

The two main categories, mobile and mobility, were decided. Each category had its own sub-categories (46 total). Nominations under each were carefully curated by our tech and auto editorial teams after thorough market research about every single product.

Once we had all the nominations in each category, we launched the micro-site so people could vote for their favourite product based on their experiences and preferences. To add more credibility to the process of finalising the winners, we got a panel of eminent jury onboard. We all know an award is about recognition of the vast talent and the varied craft, but the skilled eyes of the jurors played a significant role in choosing and determining the most deserving winners.

Votes received by the public and ratings given by the jury formed the evaluation parameters for determining the winners.

To celebrate the winners, we organised an on-the-ground event by Jagran.com, the digital media arm of Jagran Group, adhering to all COVID-19 safety protocols. The who's who of the tech and auto industries were under one roof. The companies were celebrated not only for creating great products through innovation but also for setting benchmarks for the future.

The even was also live-streamed across Jagran.com's social media platforms.

Campaign results

The campaign reached 7,692,240 people. More than 100 social posts created buzz and anticipation around the campaign. Approximately 50 articles provided readers with information about each category and nominee, which informed their votes. The event was also broadcast on a leading business TV channel.

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About Priyanka Sharma

Priyanka Sharma is senior manager (creatives) of branded content at Jagran New Media in Delhi, India. Priyanka can be reached at [email protected] or @pixelpedia_pri.

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