A few hot creative shops are staying away from popular Indian award shows. Some are saving up for the Oscars of advertising, the Cannes Lions, and other upcoming global shows. Others have no interest in the awards game. Period. Their benchmarks are just different. A senior creative director, who has worked on recent popular campaigns, says, “To be fair, it’s not cool to be judged by professionals who have done mediocre work.” Ouch! That’s bound to hurt many egos.
