SAN­TOSH PADHI

Chief cre­ative of­fi­cer and co-founder, Tap­root Dentsu

The Brand Reporter - - POINTS OF VIEW -

I FEEL AWARDS AND RE­WARDS ARE IM­POR­TANT TO EN­COUR­AGE, PUSH AND AP­PLAUD FRESH EDGY IDEAS in the field of cre­ativ­ity. How­ever, these days there are too many award shows tak­ing place due to which awards are los­ing their cred­i­bil­ity. Be it lo­cal or in­ter­na­tional, awards are be­ing run as busi­nesses and not for the core pur­pose for which they were cre­ated, i.e., to mo­ti­vate the in­dus­try or nur­ture/at­tract young tal­ent. I won’t be sur­prised if some of the award shows’ profit mar­gins are higher than that of some of the ad­ver­tis­ing agen­cies.

Also the greed and de­mand from big hun­gry global net­works are mak­ing the game a bit ugly and filthy. It’s high time all the big dad­dies came to­gether to solve the prob­lem.

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