The Oscars of Indian ad awards are poised to confer its blessings on some of the left brained section of the advertising fraternity this weekend.
Now in its 37 edition, the Abbys have donned a new avatar, with new categories being added, categories merged and demerged and certain categories put in the bin. Even the fee for entering ads have been revised. Speaking on the variations, chairperson of the Awards Judging Committee, Bal Palekar of Eureka Forbes elucidated, "It is very heartening for us to say that despite the increase in the entry fee for ads, the
number of entries has increased vis a vis last year.
Also the scrutiny procedure was kept very transparent. The scrutiny committee examined the entries keeping in mind the law of the land, the practices of ASCII and unethical advertising."
The level of transparency included a two-way communication process implying that the ad industry was allowed to question the decision of the committee in case their entries were turned down.
"The relatively low number of scam ads this year is a clear indication of the responsibility with which the ad agencies have behaved," he added.
"The Abby awards are to encourage and recognize talent, so that a higher level of creative work is undertaken in the future and which is why the awards procedure has been spruced, so that we meet our objective," he concluded.
Speaking on numbers, MG Parameswaran, Executive Director, FCB-Ulka, and president of The Advertising Club Bombay said "Last year saw over 2400 entries and this time round we have 3100 odd entries, out of which 20% have been received from outside of Bombay. Even the number of categories have been brought down from 27 to 21 but there are going to be more awards in each sub category."
The addition of the 'Brand India' category, has infused a new element of fervour in the awards. This category is to be judged by a separate panel of judges. The idea behind the Brand India category is 'to strengthen the Brand India theme that is increasingly gaining ground'.