Last month, analytics company Kantar unveiled the third edition of its Creative Effectiveness Awards in India. The awards, which are judged using consumer research and link tests, celebrate creativity that can enhance brand sales. This year, ads from Google, Hindustan Unilever, Burger King, Haleon, Godrej Consumer Products, Mamaearth and Welspun emerged as the winners. Alongside the awards, Kantar also released a report with insights to create successful adverting. To know more, we are in conversation with Soumya Mohanty – Managing Director & Chief Client Officer – South Asia, Insights Division at Kantar. Is there a formula for maximum effectiveness? Do formats and durations truly matter to the consumer? Let’s find out as we get ready to melt with Soumya Mohanty.