The Advertising Agencies Association's Triple A Awards would have a new look this year. The Triple A Awards were originally launched in 1995. Now, keeping pace with all the changes that have been taking place in the Indian advertising industry, a number of innovations have been implemented to make them more popular, increase participation. Aim also is to make them more affordable.
An official release quoted Sam Balsara, President, AAAI as saying, "We did not want to have awards just for the sake of awards. Every single element was looked into, questioned and then retained or recast. In the last few years advertising awards have become a business by themselves for the organisations who run them. Our member agencies are already reeling under pressure and our focus at the Association is to promote and foster creativity. In light of this we have persuaded two of the country's largest media organisations - The Times Group and STAR TV to come forward and support the Triple A Awards, both editorially and financially."
As a result of this, the Association has succeeded in bringing down the entry fees to a nominal Rs 100 (from the earlier Rs 1,000). The balance being contributed by the two media organisations."
Madhukar Kamath, Chairman of Triple A Awards Committee, said in the statement, "Two other major changes incorporated are the change in reference year from the commonly followed January-December to July-June, thus enabling all work created during the period January-June to be evaluated quickly after it is released; and secondly, a senior creative person would head the jury."
Call for entries will be sent out to member agencies in the next fortnight and the last day for receiving entries will be August 15, the statement informed.