Ahead of Goafest 2026, The Advertising Club (TAC) has announced a total of 438 shortlisted entries for the Media ABBY Awards 2026.
Among all categories, Innovative Use of Integrated Media emerged as the biggest shortlist magnet with 45 shortlisted entries, followed closely by Innovative Use of Activation clocking 44 shortlists. Innovative Use of Branded Content – Integration, Innovative Use of Social Media, and Moment Marketing also performed strongly, each securing 29 shortlisted entries.
The category-wise shortlist tally stands as follows:
- Innovative Use of Audio Visual – 13
- Innovative Use of Print – 12
- Innovative Use of Activation – 44
- Innovative Use of Out of Home – 21
- Innovative Use of Cinema – 7
- Innovative Use of Radio – 5
- Innovative Use of Branded Content – Integration – 29
- Innovative Use of Branded Content – Creation – 21
- Innovative Use of Digital Search SEO – 4
- Innovative Use of Paid Search – 6
- Innovative Use of Social Media – 29
- Innovative Use of Digital Display – 11
- Innovative Use of Mobile – 9
- Innovative Use of Commerce – 12
- Innovative Use of Gaming – 4
- Innovative Use of Sponsorship – 18
- Moment Marketing – 29
- Small Budget, Big Impact – 23
- Sports Marketing – 11
- Micro Marketing – 24
- Innovation in Media Buying – 9
- Innovative Use of Integrated Media – 45
- Cause Marketing – 11
- Innovative Use of Data & Analytics – 14
- Innovative Use of Emerging Technology – 13
- Innovative Use of AI in Media Planning – 6
- Innovative Use of AI in Media Operations & Content – 7
- Innovative Use of Integrated Media – 1
At the brand level, UltraTech Cement has emerged as the most shortlisted brands in the Media ABBY, securing 18 shortlist appearances across various categories. They are followed closely by HDFC Mutual Fund with 16 shortlists.
The trends visible in this year’s shortlist indicate the growing dominance of integrated media planning and high-engagement activations. The strong showing in the Integrated Media, Activation, and Social Media categories reflects how brands are prioritising multi-touchpoint journeys and social-native storytelling to reach consumers.
Meanwhile, specialised categories such as Moment Marketing, Micro Marketing, and Small Budget, Big Impact also posted significant numbers, signaling a move toward more agile and contextually relevant media interventions.
The ABBY Awards 2026 will be held during Goafest 2026, scheduled from May 20 to 22, 2026.
