As the Indian advertising industry’s awards calendar fills with an increasing number of global and regional ceremonies, the challenge for the ABBY Awards — India’s oldest and among the most respected creative accolades — is to avoid becoming just another “metal factory” event.
In a conversation with BrandWagon Online, Ajay Kakar, Chairman, Awards Governing Council, The Abby Awards, and Managing Committee Member, The Advertising Club, points to the awards’ longevity as a key strength. “The ABBYs are the gold standard and iconic award that has withstood the test of time for 56 years in India,” he said. “No one before or after has managed to remain the most relevant and iconic award show for creative and media in India.”
This year, the ABBYs received a record 4,076 entries from 233 organisations, reflecting a broad industry trust. Kakar attributes this to the awards’ unique positioning as “the only award by the industry, for the industry, and of the industry.”
A strategic partnership with The One Show, now in its fourth year, adds an international perspective. “The One Show brings international standards, processes, and guardrails,” Kakar explained, highlighting how it elevates the judging rigour. This year’s jury includes three international chairs, underscoring the ABBYs’ effort to align Indian creative work with global benchmarks while respecting local cultural contexts.
On balancing global and local relevance, Kakar said, “The jury evaluates work that works in India and for India but holds it to international standards.” He added that trust in the jury process is vital: “Without that trust, no award has value.”
The diversity of participation also stands out. “We have 233 participating entities, which shows it’s well beyond just the big agencies,” Kakar noted. This includes regional agencies, smaller outfits, and media firms, reflecting a wider industry engagement.
While quantifying the business impact of winning ABBYs can be complex, the volume and variety of entries suggest agencies find value beyond trophies and social media accolades. According to Kakar, entrants themselves are “the best judges of why they enter and what value they derive.”
As India’s creative awards ecosystem grows more crowded, the ABBYs’ strategy focuses on blending heritage with innovation, maintaining jury excellence, and leveraging international collaboration — a combination aimed at keeping the awards relevant and respected.
With Goafest 2025 on the horizon, the ABBYs appear poised to continue shaping India’s creative landscape rather than being drowned out by it.