Owed it to the industry to bring back some quality, authenticity, transparency of global standards: Rana Barua & Partha Sinha on Abby Awards 2022

The Abby Awards are all set to be held this year after a gap of almost two years due to the pandemic. The advertising awards which are organised by The Ad Club will be a part of the GoaFest, being held between May 5 to May 7, and will mark the thirteenth edition of the property.

This year, the Abby’s have also collaborated with The One Show to get the awards at par with international awards properties. In an interaction with BestMediaInfo.com, Rana Barua, Chairman, Abby Awards Governing Council 2022 and Vice-President of The Ad Club said they are super excited about the property this time and with the response they have received so far.

“With The One Show coming along there is an overall enthusiasm be it from participants as well as jury chairs. We should be proud of what we have come up with after a gap. The One Show is extremely strict about certain ways of working and processes that we love and that has raised our benchmark also. We are really proud that we managed to bring back some quality into the advertising industry,” said Barua.

Adding to this, Partha Sinha, President of the Ad Club, stated that they owed it to the industry and colleagues to present an award show which was authentic, transparent and of global standards.

Awards are an expensive affair in the advertising industry, with many leading advertising agencies in the space spending lakhs of rupees on entries. Because of this, they wanted to increase the worth of the awards, and hence roped in The One show. 

Industry leaders earlier have also complained about local awards not being transparent about their jury process. Talking about the issue, Sinha said, “This is one of the reasons we went in for the One Show tie-up. You can’t get any more transparent, professional, quality conscious than this.”

According to Sinha, the awards this time have seen a better response in terms of entries.

“We have got far more entries than we had got in 2019. We are not disclosing the numbers because the shortlist is not out yet. However, people who have experienced it (awards) earlier have already started noting the differences this year,” he said.

The duo further stated that they have not given any discounts on the fees but the prices are nominal for all agencies and media houses to enter. According to Barua, the prices are similar to the last time Abby’s was held but they are overwhelmed with the number of entries. He said this shows that people want to come out and celebrate good work.

Barua further added that there is a healthy mix of creative, digital and media agencies this time and it will only get better with time.

“The fundamental reason behind the awards is to celebrate excellence. We want Abby’s to even internationally be recognised as a standard of excellence,” concluded Sinha.

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