The Digital & Social Lotus awards the creative idea, execution and consumer engagement.
Note: The same work may also be entered in Digital Craft Lotus, where it will be evaluated against category-specific criteria.
Each campaign/set of execution constitutes one entry.
PRODUCTS & SERVICES
Food & beverages, beauty & healthcare products, pharmaceutical products, household maintenance & cleaning products, electronics & appliances, home decoration & furniture, fashion, toys, sportswear & equipment, other FMCG & consumer durable goods.
Vehicles, boats, and other automotive including automotive accessories.
DI03
Retail, Leisure & Entertainment
Retail stores including online stores, restaurants including cafes & bars. Transportation & travel services, hotel & resorts, sports, gaming, gambling, and other recreational facilities, festivals & events, museums. Film, music, publications, broadcasting stations, digital platforms, streaming service providers, podcasts, music services, and other media & entertainment services.
DI04
Finance, Business & Commercial Public Services
Financial & investment institutions, insurance, and real estate. B2B, B2C, and other professional business services. Commercial Public Services including telecommunications, waste management, education, law enforcement, utilities, healthcare.
DI05
Corporate Image & Corporate Social Responsibility
Brand’s concerted effort and commitment to address social, environmental, or economic issues for the betterment of society and also increases positive corporate image.
DI06
Public Services & Cause Appeals
Announcements by non-profit organisations, foundations, charities, or NGOs to raise awareness, change public attitudes, or change behaviour on health & safety, environmental issues, societal issues, and public services issues.
FILM & SERIES
Note: The same work can only be entered ONCE in Film & Series
Film created specifically for social platforms and designed for widespread organic sharing. Entries will be judged on the creative idea, execution and shareability. View and share data may be cited as supporting context only and are not scored; paid or boosted views should be declared.
Film series created specifically for social platforms and designed for widespread organic sharing. Entries will be judged on the creative idea, execution and shareability. View and share data may be cited as supporting context only and are not scored; paid or boosted views should be declared.
Note: All episodes must be uploaded in a single video file with 3 seconds black between each episode.
SOCIAL ENGAGEMENT
Work will be judged specifically on how well social platforms were utilised in its execution.
DI09
Community Engagement & Management
Campaign that effectively utilises social media platforms, networking sites, social activities, etc. to target, build, engage, or maintain online communities to build and enhance consumers relationship with the brand.
Campaign that effectively utilises social media platforms, networking sites, social activities, etc. to call for real-time response and social engagement.
Campaign that effectively utilises data and insights on social platforms, mobile and other portable devices to engage consumers socially to enhance their relationship with the brand.
Campaign that effectively engages consumers on social platforms through storytelling to enhance consumer relationship with the brand.
Campaign that effectively utilises social media platforms, networking sites, social activities, etc. to drive eCommerce or mCommerce sales.
Campaign that effectively utilises social media platforms, networking sites, social activities, etc. to call for social engagement or action for a social cause.
Campaigns that harness the power of humour—infusing wit, satire, and clever narrative to create joyful, unforgettable brand connections.
CONTENT & INFLUENCERS
DI16
User Generated Content
Campaign that effectively engages consumers to participate and collaborate with the brand on social platforms to enhance their relationship.
Campaign that effectively manages content placement on social platforms to engage consumers and enhance their relationship with the brand.
Campaign that effectively leverages the reach, credibility or endorsement of established talent — celebrities, influencers, KOLs — to amplify a brand message and drive consumer engagement. Entries will be judged on how strategically the influencer's audience and authority were matched to the brand and idea.
Note: Works where the partner's original creative voice shapes the work itself, must be entered in Creator Collaboration (DI19).
DI19
Creator Collaboration *NEW*
Campaign co-created with a content creator, where the creator's distinctive voice, format and craft are integral to the idea — not just its distribution. Entries will be judged on the authenticity and synergy of the creator–brand blend.
Note: Works that leverage reach and endorsement must be entered in Use of Influencer (DI18) and works that employ multi-channel narrative must be entered in Cross-Channel Storytelling (DI20).
DI20
Cross-Channel Storytelling
Campaign that effectively weaves a single, cohesive narrative deliberately built to span digital, social and traditional touchpoints, where each channel adds a distinct chapter or role rather than repeating the same asset. Entries will be judged on narrative cohesion and measurable multi-touchpoint effect. Creator involvement is optional.
Note: Integrated campaign not narrating a single storyline must be entered in Integrated Digital & Social Campaign (DI27).
DI21
Organic Reach & Influence
Campaign that achieved significant reach through earned, unpaid amplification — including spontaneous pick-up by talent, creators or communities. Entries will be judged on the creative trigger that earned that reach.
Note: Works that rely on paid or contracted partnerships must be entered in Use of Influencer (DI18) or Creator Collaboration (DI19).
MOBILE & PORTABLE DEVICES
DI22
Mobile-Led Creativity
Campaign centrally led by mobile including mobile websites, apps, games, etc. on mobile and portable devices Including creatively design the user experience on mobile to enhance customer satisfaction and loyalty by improving the usability, ease to use, and pleasure provided in the interaction between the customer and the product.
DI23
Application & Utility
Campaign that effectively utilised applications and utilities designed for mobile and portable devices to engage the consumer with the brand. Can be pre-installed, downloaded or distributed.
DI24
Mobile Technology: Device-Bound
Campaign whose creative idea is enabled by technology native to mobile and portable devices — geolocation/proximity (GPS, NFC, RFID), device sensors, wearables, connected devices, voice, touch and interactive features. The device must be central to how the idea works.
Note: Excludes Prototypes and Early-Stage Technology.
INNOVATION & TECHNOLOGY
DI25
New Realities & Emerging Technology: Platform Agnostic
Campaign whose creative idea is enabled by emerging or immersive technology not tied to a specific device — AI, VR/AR/MR/XR, virtual worlds, gamification, blockchain and other frontier tech. Entries will be judged on creativity of application, not novelty of the tech alone.
Note: Excludes Prototypes and Early-Stage Technology.
CAMPAIGN EXCELLENCE
DI26
Innovative Use of Social & Platforms
Campaign that creatively and effectively uses social media platforms, online communities, and platform-specific features to engage consumers and strengthen their relationship with the brand. Entries should demonstrate how the campaign tailored its content and interactions to the platform’s unique strengths, tools, and audience behaviours to maximise impact. Entries will be judged on the originality of the social idea and how well the execution fits the platform(s) it lives on.
DI27
Integrated Digital & Social Campaign
Campaign that effectively and seamlessly utilises multiple social platforms/channels.
DI28
Resilience Through Creativity
Ideas and creative solutions that demonstrate the brand’s resilience and resolve in the face of challenges such as budget constraints, changes in market conditions, societal issues, and/or changes in consumer behaviour.
LOTUS ROOTS
The Lotus Roots is an award unique to adfest that is awarded to works that embody local values whether in terms of culture, religion, beliefs, traditions, language, insights, or context. Lotus Roots recognizes works that preserve and celebrate the rich heritage and value of each local culture.
