Welcome to AME's exclusive interview series, where we cast a spotlight on the globally respected members of the AME Awards Grand Jury. Strategic, innovative, analytical critical thinkers, and creative storytellers dedicated to ensuring brand awareness and equity – these qualities embody AME's Grand Jury. Serving as emissaries of effectiveness, AME's Jury members, recognized globally as industry leaders and award-winning marketers, ensure that every entry submitted to the AME Awards is evaluated with the utmost care and consideration.

Sohini Roy Choudhary is Brand Strategy Partner at Leo Burnett Mumbai. She brings over 15 years of diverse experience spanning from engineering to strategy to the judges table. Her journey has been shaped by a strong commitment to sustainability, driving her to become an intrinsic thinker in integrating environmentally conscious practices into business strategies. Sohini's commitment to fostering sustainable practices led her to pursue further education, culminating in the completion of the Sustainable Business Strategy program at Harvard Business School Online. Her career path has traversed various roles, each contributing to a holistic understanding of the nexus between technology, strategy, psychology, design and sustainable business models. This rich tapestry of expertise has earned her recognition, including awards in the realm of advertising.

In the interview below Sohini shares her perspective on how brands have adapted to mobile gaming, how brands are communicating their brand values, what she sees as stand-out attributes in award-winning work and more.

AME Awards: Why are effectiveness competitions like the AME Awards important?

Sohini Roy Choudhary: A recognition like AME Awards provides a platform for industry players to showcase their successful strategies and creative executions. Winning or being recognized in such competitions is a validation of a campaign's ability to deliver tangible results, providing a benchmark for others to aspire to!

AME Awards: With an increasing emphasis on corporate social responsibility, how do brands effectively communicate their values and societal contributions in their marketing strategies?

Sohini Roy Choudhary: I believe authenticity is the key. Consumers are increasingly discerning, and they can often tell when a brand's commitment to social responsibility is genuine. Aligning values with real actions should be top priority. Weaving CSR efforts into the brand's storytelling connects with consumers on an emotional level.

I also feel staying attune to societal changes and adapting to evolving priorities is important. Being flexible helps adapting to address emerging issues & concerns that matter to the stakeholders.

AME Awards: How have brands adapted in the realm of mobile gaming? How do you design advertisements that encourage user engagement and interaction rather than passive viewing?

Sohini Roy Choudhary: The realm of mobile gaming by recognizing its expansive reach and engaged user base.

I have observed brands leveraging playable ads that allow users to interact with a mini version of the game. Also, brands are exploring augmented reality to blend the virtual and real worlds seamlessly. AR integrations in mobile gaming ads allow users to interact with products or experiences in their physical environment, promoting engagement through novel and interactive features.

AME Awards: As a creative strategist, what stand-out attributes do you recognize in award-winning creative effective advertising?

Sohini Roy Choudhary: First must be a strong measurable impact. Award-winning campaigns often demonstrate a clear impact on KPIs because truly effective advertising produces measurable results.

I think ads that tap into cultural trends or address current societal issues tend to stand out. Award-winning adverts often reflects an understanding of the cultural context in which it is presented.