It is that time of the year again when the advertising industry gets busy choosing their best works to enter in the Bombay Ad Club's creative excellence awards – Abby. This year the Ad Club has made several changes in the awards and Kalpana Rao, President, The Bombay Ad Club is looking forward to the industry reponse. Ajay Chandwani is Chairperson for the Abby Awards Judging Committee in 2006.
The Ad Club secretariat is buzzing with activities for the 39th Abby Awards. Said Rao, "The Ad Club aims to improvise the award with every passing year. This year, too, we have added more categories based on the industry feedback that we got." She informed that in addition to the new categories in Direct Mail, there were sub-categories in Radio and Outdoor as well. These comprise Fast Moving Consumer Products, Consumer Durables, Consumer Services and Public Services.
A significant addition to the Abby this year is Craft Awards for both Film and Print. Film production houses, commercial photographers, and illustrators can enter their work during the year under various sub-categories. These include direction, original music score, editing, animation, performance by an actor in film craft and photography and illustration in print craft.
Changes have also been made in the judging process. According to Chandwani, an area that the Abby Judging Committee would focus on would be to invite not only the stalwarts of advertising to send in their entries but also some of the young creative guns.
"In the past three years, the Abbys has introduced many changes in the judging process and this year also there is a change, wherein only creative professionals will be a part of the judging committee, including the final round," he added.
A maximum of two judges would be allowed from each agency to be part of the Awards jury and the same judges will be part of the first and final rounds. Here as well, young and upcoming creative professionals are being encouraged and will be a part of the jury.
Another change is that the Ad Club will have the Jury Chairmen take care of the judging process in each medium "on the same lines as is seen in international awards, Abbys would be inviting senior creative personnel of the industry for the awards," said Chandwani.
In addition to the jury chairmen and the Abby Award Judging Committee, an external audit firm will certify the entire judging process. "All these introductions will help make the Abbys even more coveted as the Indian advertising industry's benchmark for creative excellence," remarked Chandwani.