NEW DELHI: Amazon has been named as the "buzziest brand" in India, even though the US e-commerce giant has been operating in the country only since June 2013.
Less than three years later, Amazon has emerged as the "consumer brand with the greatest excitement around it", according to afaqs!, an online marketing portal.
Now in its 11th year, the afaqs! event identified India's top 10 buzziest brands as well as awarding Gold, Silver and Bronze rankings to brands in 21 product groups.
The results were based on nominations submitted by afaqs! readers, who were given 70% weightage, coupled with expert input from agency and client-side judges.
Amazon stood at #4 in the popular vote, but climbed to the top because it was backed by three of the five judges, who between them had the remaining 30% weightage.
The judges were particularly impressed by Amazon's "outstanding, relevant and entertaining advertising" and cited its insightful "Aur dikhao, aur dikhao" campaign last year.
Airtel, the Indian telecoms group, also found favour with the judges, who propelled it from #9 in the popular vote to take second place in the overall buzziest brand rankings.
Flipkart, last year's winner and a major domestic rival to Amazon, took third place after two judges helped to promote it from #5 in the popular vote.
Rounding out the top 10 were Samsung (#4), Gionee (#5), the Chinese mobile phone vendor, automaker Maruti Suzuki (#6), Apple (#7), Snapdeal (#8), the other major Indian e-commerce player, Paper Boat (#9), an innovative Indian beverages brand, and Micromax (#10), the Indian smartphone maker.
Data sourced from afaqs!; additional content by Warc staff