Sajan Raj Kurup’s history with Award Shows

 Awards are a token of recognition. They are a badge of excellence that recognizes an individual or a brand’s contribution to their work. They act as symbols of excellence in a certain field that motivate and appreciate a person’s work. Awards help individuals gain the recognition they deserve as this could lead to further opportunities, they also motivate individuals to strive for better results creating competition and camaraderie. Awards exist in all sorts of fields to honor excellence, and the advertising field is no different. Advertising festivals like Goafest, APAC advert festival, and Spikes ASIA hold yearly festivals to award the latest and greatest talent in the industry. One of India’s most recognized and awarded advertising agencies is Creativeland Asia (CLA).  

CLA was founded in 2007 by Adman Sajan Raj Kurup. Founder and Creative Chairman, Kurup is a firm believer in the power of creativity. Over the past 14 years, CLA alongside Kurup has driven and nurtured many famous multinational brands such as McDonald’s, Toyota, Appy Fizz, Frooti, Cinthol, Hippo, and Godrej to name a few. CLA has also gained a great number of awards through the years. They’ve been a frequent contender for the top spot at the Goafest for several years in a row, gaining multiple silver awards for their campaigns for Frooti and Hippo. Their complete redesign for both these brands was highly recognized by the community and secured them several awards. The Hippo ‘Plan T’ campaign also won them two Grand Prix at the FAB awards in 2012. Their ad campaign for the Audi A8 L that presented a 3D model of the Audi A8 being assembled around a man, won them two Grand Prix at Spike Asia and GoaFest in 2011 and 2012 respectively. The Audi campaign named ‘The Advanced State of Mind’ was also accompanied by what CLA claimed to be India‘s first 3D microsite, where users can further explore the intricate detail within the vehicle. In 2011 CLA was also awarded the ‘Independent Agency of the year Award’ alongside a ‘Bronze Spkie’ in digital marketing. They were recognized as the best advertising agencies that amassed the most points across all categories that year. Apart from these, the agency has been finalists at many festivals such as D&Ad, Cannes Lions International, Spikes Asia, Asia Pacific Adfest, and Abbys. Sajan Raj Kurup himself has been a frequent Jury member at the aforementioned international festivals. He has been recognized as one of the most enterprising entrepreneurs in the business of creativity. 

Although Kurup and CLA have enjoyed many awards recognizing their talents over the years, in 2013 Kurup made a personal decision to opt-out of judging the Goafest awards. Kurup believes in authentic recognition creativity and found that brands were ‘faking’ their success just to achieve a gold medal. With many controversies surrounding the categories of awards that year, Kurup decided not to attend in an attempt to stand up against the scam culture plaguing the industry, calling it an “award hunger strike”. Sajan Raj Kurup says, “Awards are nice. I have nothing against awards, but I think the credibility of an award is very important.” He believes that the status of winning makes recognition a mandate for many people. It makes people think that the award is a measure of success and not winning one means you failed to make an impact. This affects people’s creativity especially young talent in the industry and creates a “generation of hollow creative people” Kurup quotes.      

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