RAHUL MATHEW

Na­tional cre­ative di­rec­tor, DDB Mu­dra Group

The Brand Reporter - - POINTS OF VIEW -

I THINK WE’RE MIX­ING TWO IS­SUES - AWARDS AND THE AWARD SHOWS. THE RE­CENT TALKS have ac­tu­ally been about a cer­tain award show but some­how it has turned into a smear cam­paign against awards. So if the ques­tion is, ‘Can award shows be made bet­ter?’ Of course, they can be. A fo­rum to cel­e­brate cre­ativ­ity and break new grounds in think­ing should strive ev­ery year to make it­self more in­clu­sive.

But if the ques­tion is, ‘Are awards im­por­tant?’ I be­lieve they are. Awards move the in­dus­try for­ward and raise the bar for all of us as a whole. Com­ing from the land of Eklavya, one doesn’t need to be told how im­por­tant it is for the young to look up to the best; no mat­ter where they maybe. Awards make ev­ery­one braver. The work in­spires agen­cies to push them­selves out of their com­fort zones.

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