Lowe India, known for its ‘stay out’ stand in various industry awards, had recently announced its internal awards, ‘True Awards’. The awards would be given out on July 31. In addition to the awards that would be given to the different Lowe India teams, Lintas Media Group (LMG) would be conferring three industry awards to celebrate the spirit of collaboration in media, to recognise significant success in reaching out and touching audiences, and to honour people in the industry who make India proud.
Lynn de Souza, Chairman and CEO, Lintas Media Group, said, “The True Awards are all about respect for excellence – not judgementalism and competitiveness. These awards would be an annual feature.”
One of these awards is the ‘Outstanding Collaboration Award’ that celebrates the spirit of collaboration, which as de Souza puts it, is a quality that would play a key role in the growth of the Indian industry. In its first year, this award would be given to the Indian Broadcasting Federation (IBF) and the Advertising Agencies Association of India (AAAI) for demonstrating the triumph of the spirit of collaboration. After months of negotiating, IBF and AAAI managed to bring all disagreeing sides together and eventually got the IBF-AAAI agreement signed.
The second award is the ‘India Ahead Award’, which would be given to anyone whose efforts put India on the global map. This year the award goes to Sam Balsara, Chairman, Madison World, for demonstrating the power and potential of Indian entrepreneurship. de Souza explained, “At a time when multinational agencies are buying up Indian organisations, Sam had the vision and strength to take a majority stake in a leading international player.”
The final award, the ‘Reach and Touch Award’, would be given to any media vehicle that has shown remarkable growth across media. “This year the ‘Reach and Touch Award’ would be give to Big FM for gaining an audience of 14 million listeners nationally within a year of launch, and hence becoming the media vehicle with the highest audience growth in a year in India. It is no mean feat to set up the stations in record time, and then getting in the listeners and keeping them,” de Souza added.
As is known, Lintas Media Group’s internal awards were given earlier in the year itself. Lowe India is excited about these internal awards. As R Balki, Chairman and NCD, Lowe India, had said while speaking on the awards: “We call it the ‘true show’ because it’s the only award show we truly respect and truly like participating in.” With LMG giving out these awards, there are evidently some more reasons to celebrate at the True Awards 2008.