Advertising Awards: Creativity, Challenges, and India's Evolving Campaign Narratives

The principle of diminishing marginal utility suggests that as we consume more of something, our desire for it wanes. Yet, in the world of advertising, the relentless pursuit of awards defies this economic logic annually.

Every year, ad agencies of all sizes dedicate countless hours and budgets to submit their work to local, national, and international award competitions. This practice might seem obsessive to outsiders, but there’s a clear motivation: winning awards boosts agency creativity and reputation with clients, both current and potential. Recognition by a jury of industry peers adds to the prestige, making these awards highly coveted.

Harshad Rajadhyaksha, Chief Creative Officer at Ogilvy India, explains the agency's ethos: “Our first intention is always to create exceptional campaigns. If it doesn’t win in the jury room, we don’t lose heart.” He recalls the iconic ZooZoo campaign for Vodafone during the 2009 IPL. While it didn’t win international awards, it left an indelible mark on Indian advertising.

Decades of Creative Excellence

Rajadhyaksha and fellow CCO Kainaz Karmakar have built a legacy of impactful campaigns since joining Ogilvy in 2010. One of their milestones, Beauty Tips by Reshma, featured an acid attack survivor advocating for an acid ban and won Ogilvy India its first Glass Lion at Cannes Lions in 2016. Another landmark, Savlon Healthy Hands Chalk Sticks, won a Grand Prix for Creative Effectiveness in 2018.

Under their leadership, Ogilvy Mumbai was crowned the most creative Indian agency in Asia by Cannes Lions in 2020. The Shah Rukh Khan-My-Ad campaign for Cadbury Celebrations, aiding small businesses during the pandemic, won India’s first Titanium Lion in 2022.

The Art of Campaign Selection

Karmakar believes that the merit of a campaign often depends on its execution. For instance, The Impossible Choice, a heart-wrenching ad for St. Jude Childcare Centres, was deemed award-worthy after its completion. It went on to win a bronze medal in the Health and Wellness category at Cannes Lions 2024.

Challenges in Award Submissions

Award entries involve strategic decisions, tight budgets, and meticulous planning. Ogilvy’s CCOs determine which campaigns to enter, aligning with the agency’s Asia and Global Councils. Entry fees for prestigious awards, such as the Cannes Lions, can range from ₹75,000 to over ₹2 lakh, making funding a critical factor. Interestingly, clients sometimes step in to fund submissions for campaigns they believe in strongly.

India's Evolving Narrative

The portrayal of India in advertising has evolved, moving beyond themes of poverty to highlight the country’s technological advancements and innovative ideas. Karmakar asserts that international jurors value India’s diversity of thought and creativity, dismissing cynics who label such campaigns as “poverty porn.”

The rise of AI-driven campaigns has also brought innovation to the forefront. However, as Rajadhyaksha emphasizes, successful campaigns rely on human ingenuity rather than technology as a crutch.

In a world of evolving narratives and creative benchmarks, Ogilvy India continues to set standards while navigating the competitive landscape of advertising awards.