Lowe creates award that it "truly respects"

Lowe India has announced the launch of its very own annual advertising awards show, ‘The True Show.’ Set to take place in Mumbai on July 31st, the event is intended to be a move towards recognizing some of the best work done within the agency. Given Lowe’s stand on award shows, perhaps the news does not come as a surprise. 

Lowe’s chairman and chief creative officer R Balki has billed the awards as the “only award show we truly respect and truly like participating in.” Obviously no scam ads will be allowed. Only “real work on real brands” from the Lowe stable will be entered. The category of awards will include media and digital. Outstanding work done by technicians and filmmakers will also be recognized. The jury will include senior Lintas management and Lowe’s clients. No prizes for guessing which agency will win awards here.