Date:26/11/2004 URL: http://www.thehindubusinessline.com/2004/11/26/stories/2004112600490400.htm

Back AAAI plans awards for African, Asian agencies

Our Bureau

Mangalore , Nov. 25

THE Advertising Agencies Association of India (AAAI) is planning to expand its awards programme.

The President of AAAI, Mr Srinivasan K. Swamy, told Business Line here that the Association is planning to introduce advertising awards for African and Asian agencies next year.

"India has come of the age where we can think of looking beyond our shores. With this, we want to do something culturally relevant to our region than looking to the West," he said.

This year's AAAI awards will be held in December.

"Award winning category of communication and commercial that we see from Western world is socially irrelevant to us. We don't even connect to `what's so funny' or the humour in it. Similarly, our commercials do not get awards because the Western world is not able to connect. Most of the jury are from that part of the world," Mr Swamy said.

He said that in the jury of mixed groups there are more chances of accepting the views of each other.

Asked about the standards of Indian advertisements, he said that they are certainly as good in terms of communication than any other nations.

Bulk of advertisements, as seen in the West as against in India, communication is far superior here, he added.