This year, despite seven agencies having been nominated at The One Show 2007 Awards in the US, India hasn’t won a single title. The Happydent advertisement created by McCann Erickson was the only one that came close to getting a merit award. In fact, the event convener was of the opinion that if they had entered some other category they might have ended up winning a Pencil. Eventually, no agency from India won a title at this annual international competition. exchange4media tries to find out what went wrong.
Why has India not performed at the One Show?
KV Sridhar, National Creative Director, Leo Burnett, said that he feels winning takes place just at one level. “We have been there for other awards and at other places. Everything is dependent on the jury and what they felt. It is a case of differing opinions and can be very subjective. It has nothing to do with our work; we have done very well at the AdFest and Clio awards,” he said.
Pranesh Misra, President and COO, Lowe, said, “I feel that international awards are not really looking for effective ads, but for ‘fresh creative ideas’. The kinds of advertisements that India needs are not necessarily the ones that will win awards. I think that’s the reason, essentially. The winners’ list has advertisements that are actually crafted to win awards, and not gain results.”
Prasoon Joshi, Executive Chairman, McCann Erickson, was a member of the jury. “I feel it is a case of differing sensibilities. I think there are still too many Western sensibilities at play -- most of the jury members are from the West. Therefore, there is a difference in sensibilities. It is important that we have local awards too. I think it’s important that international award juries understand our style of work,” he said.
Agnello Dias, National Creative Director, JWT, said that it is a matter of co-incidence and luck. “This is not the first time that we haven’t won. It is like a lottery at some point. To a certain extent it depends on merit, after that it has all got to do with luck,” he said.
Kaushik Chakravorty (Chaks), National Creative Director, Rediffusion DY&R, also finds it difficult to point out what could have been the reason for India’s non-performance. “We had many good entries this time. It is tough to say why this happened. But if you have a good body of work, you’ll get nominated. After that, it has a lot to do with luck. We’ve done well at other places like Cannes, where we’ve even had a winning sequel,” he said.