The awards this year have three categories that are divided into 31 subcategories with an objective to recognise both individual and team contributions. The categories are
Technique Awards: There are 12 subcategories under this category that will be judged for outstanding campaigns. This will have three awards – Gold, Silver, and Bronze.
Sector Awards: There are 14 subcategories under this category that will be judged for outstanding campaigns in a particular sector. This will have one award of Gold.
Special Awards: These include three sets of awards. The first is the Best Campaign (Brand and Corporate). The second is a Fulcrum Masters (Consultancy & Corporate). And the third is one or two individuals for the Lifetime Achievement Award.
Fulcrum Masters: Each winner of a Technique Award will be allotted points; 3 points for Gold, 2 points for Silver, and 1 point for Bronze. The three organisations with the highest points will be awarded a Fulcrum Masters Trophy – Gold, Silver, and Bronze.
This will be separate for Consultancy and Corporate.
A. Technique Awards
Need to submit Storyboard and Form
A1
Best Use of Content
A2
Best Use of Creativity and Innovation
A3
Best Use of Event
A4
Best Use of Digital
A5
Best use of Integrated Communications (Must have three verticals integrated in a campaign. Various verticals are Employee Engagement/Digital/Traditional Media/Public Affairs/ Community and Advocacy)
A6
Best Use of Public Affairs
A7
Best Management of Crisis
A8
Best Use of Internal Communications
A9
Best New Product Launch
A10
Best Use of Media Relations
A11
Best Use of Community Outreach
A12
Best Regional Campaign (only implemented in Tier 2 cities)
B. Sector Awards
Need to submit Storyboard and Form
B1
Best Hospitality and Travel Sector Campaign
B2
Best Automobile Sector Campaign
B3
Best Luxury Sector Campaign
B4
Best Technology and Telecom Sector Campaign
B5
Best Healthcare and Pharma Sector Campaign
B6
Best Consumer Products and Retail Sector Campaign
B7
Best Not-for-Profit and Associations Sector Campaign
B8
Best Food and Beverage Sector Campaign
B9
Best Entertainment and Media Sector Campaign
B10
Best Banking and Financial Services Sector Campaign
B11
Best Services Sector Campaign
B12
Best Sports Sector Campaign
B13
Best Infrastructure and Real Estate Sector Campaign
B14
Best Campaign by a PSU
D. Special Awards
These include three subcategories that honour outstanding campaigns from Brands and Corporates.
Only the Lifetime Achievement category is nominated by the Jury.
Need to submit storyboard and Form for D1 and D2
D1
Best Brand Reputation Campaign of the year
D2
Best Corporate Reputation Campaign of the year
D3
Lifetime Achievement Award
Fulcrum Masters
Fulcrum Masters: Each winner of a Technique Award will be allotted points; 3 points for Gold, 2 points for Silver, and 1 point for Bronze. The three organisations with the highest points will be awarded a Fulcrum Masters Trophy – Gold, Silver, and Bronze.
This will be separate for Consultancy and Corporate.
• To be eligible for Fulcrum Masters, a PR Firm should win at least three awards (Gold, Silver or Bronze) across any of the sub-categories of Technique.
• To be eligible for Fulcrum Masters, a corporate organisation should win at least three awards (Gold, Silver or Bronze) across any of the sub-categories of Technique. The winning corporate organisation needs to be present at the Awards Night to collect the trophy on stage. If the corporate representative is not present, the trophy will be handed over to a representative of their partner PR firm, off-stage.
