True Awards: Lowe pats itself on the back

There were no guesses at the first edition of the Lowe India's annual advertising awards show, 'The True Show', which concluded in Mumbai last night. The awards were by Lowe, for Lowe and from Lowe.

Balki, chairman and chief creative officer, Lowe said that these awards are not created to make any point. They have been created to "have some fun" but he underlines that the awards are for serious work and serious agencies and will be held every year. Charles Cadell, CEO, Lowe said that all the existing awards are nothing but "nonsense".

The winners were divided in various True Show categories. ICICI's Jeetay Raho, Fal (Fat to fit) and Tata Tea's Jaago Re bagged the Breakthrough Strategy True Show award.  The bronzes for TV True Show were won by Havells Wires, GMR (French & Japanese) and Surf's Hiccup. Wheel's No Pasina and Tata Tea's Jaago Re won the silvers in the same category. Idea's Caste War and Education won the gold. For the Print True Show, Idea Network Series Municipality won the bronze.

Sharon Nayak won the award for best art direction for the Tanishq and Fastrack campaigns. Sugandhan and Suresh Natrajan scooped the trophy for best photography for Tanishq. 

Ginger won the bronze in the Outdoor category. In the Radio category, the bronze went to Axe. Lingo got the award for the best Radio Production. Croma (D Cell) won a bronze in the Design category. Lux Limited Edition Soap (D Cell) won a gold in the Packaging category. The Out of Lowe True Show award went to Vodafone's Happy to Help campaign of Ogilvy & Mather.

In the Cinematography category, Kartik won the silver for Hamara Bajaj and Amit Roy won the gold for Idea's Education. In the Editing category, Anshuman won the award for Idea Caste war. Vicky won the silver for Hamara Bajaj and Samiruddin won the gold for Bijliee, Idea Caste War and Education for the Music Direction category.

Aleya won the best Art Direction award for the Idea Caste War film. Swini Khare bagged the best Performance award for Surf's hiccup film. In the Direction category, the bronze was won by Francois for GMR (Turkish and Japanese). Gauri and Abhinay won a silver each for Havells' Wires and Surf's Hiccup film respectively. Amit won the gold for the Idea Caste War and Education films. Chrome Productions won the gold for the best Production House for Wheel, Tata Tea and Idea.

The Lesson in Advertising award was won by Big Bazaar team and Mudra team for Desh Badlo, Bhes Badlo campaign. The gold for the Non-Traditional Media category went to the MTV team and LINOpinion team for PR for MTV Roadies. The gold for the Titanium category went to Idea. In Lowe's style, the Not So True Show award went to Luxor -"no client team and Leo Burnett team".

The Lintas Media Group awards were also announced. Jawahar Goel, president, IBF and Madhukar Kamath, president AAAI won the award for the "IBF-AAAI agreement". The Outstanding Collaboration award was won by Sam Balsara for buying a majority stake in an international media agency. The India Ahead award went to Big FM for recording the highest growth in audience base across all media forms in shortest time. The Reach and  Touch award went to Team Bingo (O&M) for the best product launch 2007. The Best Work award went to Sony. The Best Team award went to Idea.