The truth about awards

05 Jun,2013


By Johnson Napier


The words inscribed on the invite itself were unusual – celebrating ten years of not giving a damn about awards. In this age of cut-throat competition where agencies count on awards as a parameter to gauge one’s performance, it would be unwise to think of them serving any other purpose. But that’s what’s different about Lowe Lintas & Partners who think of awards as serving no meaningful purpose and have stayed away from them for a long time.


But with ‘True Show’, that was hosted after a gap of five years to much acclaim on Tuesday night at Shangri-La Hotel in Mumbai, the team from Lowe Lintas managed to bag both attention and accolades from adfolks and friends from the industry as they got down to receiving awards in droves. While it wasn’t an officially certified affair, True Show was an attempt by Lowe to facilitate some great works that have come out internally from the agency in the year gone by.


Having snubbed industry awards all along the past decade, R Balki, Chairman and CCO, Lowe Lintas got down to giving away the internal awards to his teammates as he said, “We genuinely believe as an agency that the awards of today are rigged and therefore don’t make any difference to anybody’s life. Therefore all we want to do with True Show is say that industry awards don’t mean a thing to us. Having said that, True Show is an endeavour by us to recognize inspiring work that has come out of our agency in the last year. True Show is not just about awarding ourselves but about awarding people who helped us achieve our dreams. These include our clients, lyricists, cinematographers, design team etc.”


Post his address, R Balki went on to showcase more than a dozen shortlists of the best works that have come out from the agency in the year gone by. And it was no surprise as to who the favourites for the evening were. Idea, Tanishq, Havells, Lifebuoy and others were awarded top honours at the event that was attended by big advertising honchos from the industry. While the work around Idea was adjudged the best and managed to bag a Gold, it was Lowe’s work for its client Lifebuoy – ‘Help a child reach 5’ – that won the Truly Deserving award. Other works that won Silver & Bronze include campaigns for its client Havells and Tanishq.


Lowe also went the distance in its effort to stay connected with contemporaries as it gave a couple of awards for works by outside agencies. The campaign by Ogilvy & Mather for its client Hindu was the recipient of the True Envy award while DDB Mudra also managed to bag an award for work on its client Big Bazaar. Abhijit Avasthi from O&M and Sonal Dabral from DDB Mudra went up on the podium to personally collect their respective awards.


While one would expect winners to be felicitated with metals or trophies, the winners of True Show managed to walk away with a bottle of Champagne with their name and achievement inscribed on them. No points for guessing as to what Lowe was trying to make from this gesture but the effort indeed received enough appreciation from the likes of Prasoon Joshi, Shashi Sinha, KV Sridhar, Josy Paul, Chax, Agnello Dias and other heavyweights from the industry.


Photograph: Fotocorp


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