there is a lot that is not right with award and award judging process in India. Even for awards like EFFIEs which are franchised from EFFIEs based out of US, the process is neither transparent nor rogorous. The way the Euro Effies and the Global Effies are judged are far more rigourous than the way Indian EFFIES are judged. Imagine a campaign that won the Euro Effie, but failed to win an Effie in India? was it not effective? was it not dispalying exceptional business results? on what basis dies the india jury decide not to give the ward? it is all nebulous. just look at the winners: Lowe and O&M!! with one or two awards for other agencies. is all a matter of concidence that these two agencies are fighting a pitched battle to control the bombay ad club award functions? is it a coming togather of two agencies so that they can now bury the hatchet?
whatever it may be, but this will kill the fairness and objectivity that award functions must demonstrate. lets not reduce effies to presentation stunts and populist feelings...
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