Airtel Payments Bank Takes Gold for ‘Disruption of the Year’, Marketing & Advertising News, ET BrandEquity


The winners of the 2022 Brand Disruption Awards were announced Friday during a virtual event.

Airtel Payments Bank won the gold medal for “disruption of the year” this year.

A total of 20 gold, 24 silver and 20 bronze medals were announced at this year’s edition of the awards.

Tokyo 2020 Olympics – Sony Sports Network’s Hum Honge Kamyab campaign won gold in the Influencer Marketing Campaign category. In the same category, money went to Pizza Hut India – Momo Mia Influencer Campaign by Pizza Hut India and Archetype Agency. Bronze for this category was won by Amazon Prime Video’s The Family Man Job Hunt campaign and SoCheers.

Awards are segmented into multiple industry categories.

The awards celebrate disruptive innovation across the spectrum of traditional and non-traditional fields, ranging from automotive, technology, edtech, healthcare, sports, fashion, banking and telecommunications.

The Pepsi Money Heist campaign (PepsiCo India, Netflix and Mindshare India) won gold in the ATL Campaign category. The money was awarded to the Airtel Safe Pay campaign (Airtel Payments Bank, Taproot and Leo Burnett). Bronze in this category was received by Lenskart and Starcom Mediavest.

The Tata Steel Aashiyana campaign (Tata Steel Aashiyana and Team Pumpkin) won gold in the E-commerce category. Silver in this category was won by Unisex De-Tan Kit (Bombay Shaving Company and Trell Experiences) and ITC eStore – Aiming for Digital Dominance (ITC Foods and Performics India x Publicis Commerce) won bronze.

In the Customer Experience / Customer-Centric Campaign category, gold was won by the Lenovo Music Balm campaign (Lenovo and BrandMusiq). The Labhlitis Messiah campaign (ZEE Biskope) received the money.

The Puncture Safe campaign (CEAT Tires and Kinnect) won gold in the Automotive category. The Citroën Comfort campaign (Citroën India and Havas Worldwide Mumbai) won bronze in this category.

In the Technology Driven Campaign category, the Silence Bhi Savings Bhi campaign (Crompton Greaves Consumer Electricals and BBDO India) won gold. Scan Anything (Practically) received a silver medal and bronze was won by Nissan India’s Frictionless O2O trip amid the pandemic campaign (Nissan Motor India and SingleInterface).

The #EndTheBurn campaign ( and Schbang) won gold in the CSR Campaign category. The #SalutingOurHeroes campaign (Quaker and Edelman India) won silver in this category.

The Unacademy Believe (Unacademy) campaign won gold in the EdTech category. In this category, Be Made For Big Things (Hero Vired and Arun Verma Design Studio) won silver and Sirf Naam Ki Nahin, Kaam Ki Degree (upGrad and The Womb Communications) received bronze.

The FMCG – Food & Beverages category saw four winners this year. Gold was won by Basket of Care Initiative (ITC and White Rivers Media). The money was received by the KFC Value Burgers campaign (KFC India and Edelman India). There were two bronze medalists in this category. Dabbo wala Rishta | The story of Dabbawalas (ITC Foods Division) and Alpenliebe JuiCyfills (Alpenliebe and Grapes).

Happy Doctors Day. Really? campaign (Manipal and Social Panga Hospitals) received a gold medal in the Health category. The Saridon campaign (Saridon and MullenLowe Lintas Group) won silver and Cipla Assist – A Unique and Path-breaking Doctor Engagement Initiative (Cipla and THB India) won bronze in this category.

The chairman of the judging panel for the awards was Sameer Satpathy, General Manager of Personal Care Division, ITC. The grand jury was also made up of 16 other senior industry executives. The preselection jury was made up of 30 business leaders from different sectors.

See the full list of winners here

Check out the shortlists here

Check Jury Details Here

Check the judging criteria

Check the winners of the 2021 edition


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