Mad Over Marketing
Mad Over Marketing, commonly shortened to M.O.M, is an Indian marketing media platform based in Mumbai, Maharashtra, that creates and curates content covering global advertising, the latest brand campaigns and brand-related news. Publishing in English, it occupies a distinctive niche in Indian media: it is not a general news outlet and not an advertising agency, but a specialist observer of advertising itself, reporting on, celebrating and sometimes gently mocking the work produced by brands and agencies. Its own long-running tagline sums up that editorial stance — it applauds the best and makes fun of the rest — and its site has described its subject as the good, the bad and the ugly of advertising.
Identity and positioning
The platform's name is itself a piece of wordplay. Mad Over Marketing abbreviates to M.O.M, and that abbreviation shapes much of the brand's public identity, most visibly in the name of its awards programme, The Mommys. The platform presents itself as a marketing media company from India, and third-party platform descriptions repeat that it creates and curates content covering global advertising, latest campaigns and brand-related news. That combination of creating and curating is important to understanding what the outlet does day to day: part of its output is original editorial, such as campaign breakdowns and commentary, and part of it is curation, surfacing notable advertisements, social media posts and brand stunts from India and around the world for a professional and enthusiast audience.
Its listed base in the batch record and in its industry presence is Mumbai, India's advertising capital, home to many of the country's largest agencies and brand headquarters. A presence in Mumbai places the platform close to the industry it covers, whose campaigns, launches and award entries form the raw material of its publishing.
Founder
Mad Over Marketing was founded by Siddhant More. More is the platform's public face in industry coverage, speaking for the outlet when its awards were launched and explaining the motivation behind them. Announcing the first edition of The Mommys, he said that he had always wanted to recognise and celebrate the creative talent in India, and that the awards felt like the right platform to honour that talent, with plans to make the event bigger each year. That founder-led voice is consistent with the platform's character as an independent, personality-driven media brand rather than a publication owned by a large media house, and industry reports consistently attribute the platform and its awards to More personally.
What it publishes
The core of Mad Over Marketing's output is campaign coverage. When a brand launches a notable advertisement, a clever social media post, a festival campaign or an attention-grabbing stunt, the platform reports it, showcases it and offers a view on why it works or does not. Its current website organises this work in several visible strands. A section of campaign breakdowns takes apart the week's notable marketing work in more detail. A podcast strand, presented under the title Let's Do Shot, extends the brand into audio conversation about marketing. A newsletter strand, called Chitthi, is promoted as a weekly letter for marketers, described on the site as the letter marketers actually finish reading, sent every week free of filler. The site also invites brands and agencies to submit campaigns for feature coverage, advertising and partnerships, and maintains a searchable archive of its past coverage.
Beyond the website, the platform has long been a social-first brand. Its presence on visual and professional platforms has been central to its reach: industry data listings have put its Instagram following at around one and a half million, and its LinkedIn company page has shown a following in the hundreds of thousands. Its GIF and sticker content on GIPHY, uploaded under its own account, has accumulated tens of millions of views, an illustration of how the brand packages marketing enthusiasm into shareable formats suited to the platforms where marketing professionals and students spend their time.
The Mommys awards
The platform's best-known extension is The Mommys, its awards programme recognising creative brand and agency work, with a particular emphasis on social media. The inaugural edition was reported in February 2021. It drew more than 370 nominated campaigns across 30 categories, from which 45 campaigns received awards. The scale of participation by major brands and agencies in that first edition established the awards as a credible fixture: among brands, Dunzo and Fevicol each won four Mommys, while Tinder, Kingfisher, Disney+ Hotstar and Tata CLiQ each won two. Among agencies, Schbang led with six Mommys, Creativeland Asia, Kinnect and Social Panga won three each, and Sociowash, 22Feet Tribal WW and Social Beat won two each. Winners ranged beyond conventional consumer brands to sports franchises such as Delhi Capitals of the Indian Premier League and Bengaluru FC of the Indian Super League, and to food and restaurant brands including McDonald's and Pizza Hut.
The award for best brand on social media in that inaugural edition went to Dunzo, with Fevicol taking the runner-up position the reports describe as silver, and the same two brands took the top two places for best social media post. Dunzo also won best social media campaign, with Titan as runner-up. Founder Siddhant More framed the response to the first edition as overwhelming, coming from top players in the industry.
Jury and judging
The credibility of The Mommys rests in part on its jury. The inaugural jury brought together senior figures from across brands, agencies and media, including Neha Ahuja, head of marketing at Spotify; Varun Duggirala, co-founder and content chief at The Glitch; Deepika Warrier, chief marketing officer at Diageo-USL India; Sumanto Chattopadhyay, chairman and chief creative officer at 82.5 Communications in the Ogilvy Group; Karthik Nagarajan, chief content officer at Wavemaker; Shreya Sachdev, head of marketing at Puma; and Karthik Srinivasan, an independent communications consultant. Karthik Nagarajan, reflecting on the judging, remarked on both the quality and quantity of entries and on the empathy brands had shown towards customers and society during the lockdown period, when marketers had turned constraints into creative opportunities. The platform states that, apart from a special MOM's Favourite category judged by its own team, its award categories are judged exclusively by the jury panel.
The Mommys in 2026
The awards have continued and expanded. The Mommys 2026, presented by Mad Over Marketing, lists an extensive category structure grouped under headings such as main awards, moments and occasions, creativity, video, formats and features, brand intellectual property and stunts, and technology. The main awards include best brand and best agency, which are not entered directly but awarded to the brand and agency winning the most Mommys overall that year, alongside best marketing campaign, best social media post and MOM's Favourite. The published 2026 winners list illustrates the breadth of the programme: Maggi featured repeatedly, winning best marketing campaign and MOM's Favourite among other honours; Fevicol won categories including best moment marketing post and best Kumbh Mela campaign; and winning or runner-up work came from brands and agencies including Amazon Prime Video, Asian Paints, Royal Stag Packaged Drinking Water, Flipkart, Tata brands, KFC, Netflix, Puma, Meta, Swiggy and PVR INOX, across categories from best use of memes and reels to best use of CGI and mixed reality, best brand stunt, best brand podcast and best copywriting on a social media post. The range of categories reflects how far social-first marketing has broadened, from moment marketing around festivals and cricket to packaging, reports and performance marketing.
Audience and industry role
Mad Over Marketing's audience is the Indian marketing ecosystem itself: brand managers, agency creatives, social media professionals, public relations practitioners, students and advertising enthusiasts. For that audience it performs several functions at once. It is a discovery feed, surfacing campaigns a busy professional might otherwise miss. It is a record, maintaining an archive of campaign work that can be searched later. It is a community signal, with its selections and gentle mockery shaping informal judgements about which work is admired. And through The Mommys, it is a formal recognition platform, giving brands and agencies an award judged by senior industry figures. Its coverage is not confined to India: its stated remit covers global advertising, and its curation regularly features international campaigns alongside Indian work, placing domestic creativity in a global frame of reference.
Format and tone
The platform's tone distinguishes it from trade-press coverage of advertising. Where conventional advertising trade publications report appointments, account wins and campaign launches in a business register, Mad Over Marketing writes as an enthusiast and critic, with humour built into its premise of applauding the best and making fun of the rest. Its formats match that tone: short, shareable social posts, GIFs and stickers, weekly breakdowns, a newsletter written to be finished, a podcast, and an annual awards property. The combination has made the M.O.M initials recognisable shorthand within Indian marketing circles, familiar enough that its awards name needs no explanation to its audience.
Place in Indian media
Within India's online news landscape, Mad Over Marketing is classified as an online news and media platform focused on the advertising, branding and marketing industries. It sits alongside advertising trade titles but differs from them in its consumer-style, social-native presentation and its direct relationship with a large follower community. From its Mumbai base, in English, it documents how brands in India and worldwide try to win attention — and, through its reporting, its archive and The Mommys, it has become one of the places where the Indian marketing industry sees its own work reflected, ranked and celebrated.
