Finally, the long wait is over, the 14th edition of Pepper Awards has been announced. The industry can expect a bigger, better and brighter celebration from the 14th edition as Pepper is inviting entries from 2019 and 2020. Pepper 2021 has 25 open categories and 6 in the Kerala-specific Category. Few new categories in the Digital media have been added namely Data, Technology, E-Commerce, and Gaming as sub categories in New Media. Campaign, Single Post, Use of Influencer as subcategory in social media and Copy, Design, Video in Digital Craft. A panel of eminent personalities from India’s creative world will evaluate the entries for Pepper-2021.
Speaking on the award jury panel, PK Natesh, Chairman – Pepper Awards 2021 said, “Like previous years, Pepper 2021 has the guidance and service from a strong nationally and internationally accomplished jury – Prathap Suthan of Bang In the Middle, Santosh Padhi, Ex CCO and Founder, Taproot Dentsu, Mumbai, George Kovoor of Ogilvy, Raj Kamble of Famous Innovations and Burzin Mehta of Indigo Consulting. Judging will be online; each jury will be given an independent digital platform. After the initial screening, a second-round judging will be done online. Third round and final judging of the entries will be done offline subject to Covid protocols.”
Speaking on the award categories of Pepper 2021 Vinayakumar T, Trustee, Pepper Creative Awards Trust said, “Pepper creative awards cover almost all the categories and agencies, media & production houses are given separate sections in it. With the digital upsurge and prominence, we have provided a lot of new categories to acknowledge their initiatives and imagination. Radio, with the emergence of FM stations, has become another strong contender in the media scene.”
“After almost 2 years the 14th edition of the Pepper Awards is here. We are all really excited about this event because everyone is looking forward to it. Over the years, the event has grown beyond boundaries. It has become an international event, no exaggeration on this. This is mainly because the awards are credible. As judges we have the best advertising gurus as judges who measure every entry with a fine creative scale. No bias involved. Those who have the real talent walk away with the coveted awards. That has been the tradition at Pepper Awards, nothing long, nothing short. This time around the event is going to be special I believe. Due to the ongoing pandemic, it is all going to be online – from receiving entries to judging. According to me, the online ads would put up a stiff competition to print ads and give a run for their money. Nevertheless, what makes us happy is that the event is back and back with a bang,” said U.S. Kutty, Trustee, Pepper Creative Awards Trust.
Speaking on the challenges Pepper Trust is facing during the 14th edition of Pepper Awards, Natesh said, “There are restrictions everywhere, to travel, to meet agencies etc. Every year we visit agencies in Chennai and Bangalore prior to the closing of the call for entry as a “physical reminder” to say hi and remind them to participate. Secondly most of the agencies work from home so there is a limitation in participation. And finally due to lockdown, a major share of advertising business is lost nationally, which will result in a smaller number of entries.”
“Though the deadly virus could create chaos in the country, it did not stop the industry from doing Work From Home. As a result, most of the agencies would have created impactful creatives for their clients and brands. Pepper2021 would like to recognize these works. And we are confident of its success this year too,” said Natesh while speaking about the response to the call for entry.
Lakshman Varma, Secretary, Pepper Creative Awards Trust, said, “It certainly is heartening to be celebrating Pepper again during these difficult times. Hope we can go full steam in November end with the award show,”
“Pepper creative awards are synonyms to the best in advertising. All awards, as you know, are recognitions of merit and the great work they are putting in to create them. Like previous years, the Pepper Awards will definitely will set standards and benchmarks. In the past years, we have observed that the entries submitted and awarded by Pepper are being judged the best in many competitions around the World including Cannes. To make it more participative and interesting, we are even thinking of having award functions at Bangalore & Chennai besides Kochi this year,” concluded Vinayakumar.
