What began over five decades ago has today cemented its place as a benchmark of creative excellence- the ABBY Awards, with its 55-year journey, has transformed into a brand in its own right. Its ability to stay in step with the times, constantly adapting and evolving, is what continues to make this coveted gala both relevant and contemporary.
This year, The ABBY Awards 2025 powered by One Show has received a total of 4,076 entries, surpassing last year’s tally of 3,506. Of these, creative agencies contributed 2,678 entries, while media agencies accounted for 1,398.
In a conversation with Marketing Mind, Ajay Kakar, Chairman, Awards Governing Council, The ABBY Awards, and Managing Committee Member, The Advertising Club, said that a brand with a 56-year legacy has truly stood the test of time. Some things change, and some things never do and what never changes at the ABBY Awards is their commitment to constant evolution.
“We are always evolving ourselves and our processes. Before every edition of the ABBY Awards, we host an open town hall inviting all participants to share their views and suggestions. We make it a point to go back to the industry and actively seek its feedback,” he said.
“Let me give you an example: There’s been a lot of conversation around AI, VR, and AR. There’s certainly been significant activity, but have these technologies reached defined standards yet? That remains to be seen. Nonetheless, in anticipation of what’s to come, we’ve already introduced these as subcategories under Digital and Technology. As far as we’re concerned, it’s important to open up categories that motivate people to deliver their best in these future-forward domains today,” he added.
Furthermore, he highlighted that today, the ABBY Awards aren’t just recognised in India, but across South Asia. Often, the work that wins here goes on to be acknowledged at global platforms like Cannes and The One Show.
“We continue to innovate, this year, we introduced three new categories under media. In the past two years, we’ve also added new categories in technology and digital. These efforts are part of our commitment to not just stay contemporary, but stay ahead of the curve,” he said.
“For 56 years, the ABBY Awards Powered by The One Show has consistently delivered excellence, earning its place as the industry’s most respected recognition. This year, it promises to be bigger and better in every sense, especially in terms of participation, reaffirming that, through good times, tough times, and uncertain times, the ABBY remains the award by the industry, for the industry, and of the industry,” he added.
This year, 233 participants are in the fray- 164 from creative companies and 69 from media companies. A total of 1,756 entries have made it to the shortlists, with 1,265 from creative agencies and 491 from media agencies. The jury panel comprises 401 jurors, including 376 juries and 25 jury chairs, with a male-to-female ratio of 65:35.
Agencies returning over the last three years include McCann, DDB Mudra, VML, Lowe Lintas, BBH, Grey Group, and Talented.
The entries have been received from a diverse mix of participants across the industry, including agencies, client brand companies, digital and technology agencies and client brand companies, content and video film production companies, design and direct firms, publishers, media agencies, broadcasters.
Additionally, three new categories have been added under Media including Small budget, Big Impact; Sports Marketing and Micro Marketing.
Rana Barua, President of The Advertising Club and Group CEO of Havas India, South East and North Asia, said, “This is the 56th year of the Creative Abby and 16th year of the Media Abby – an institution that has long celebrated the best in Indian advertising. Over the last four years, our partnership with The One Show has taken the Abbys to a new level, giving it global stature and scale. With world-class judging standards, a sharper international lens, and the credibility of one of the most respected creative institutions in the world, this collaboration has given the awards a renewed sense of purpose.”
“Today, the Abby Awards are not just a celebration of excellence in India – they are a stepping stone to global recognition. That’s clearly reflected in the response this year, with over 4,000 entries from more than 230 agencies across creative, media, PR, health, and other disciplines – the highest in the last five years. We’ve also added several new sub-categories in AI and tech, and introduced three new categories in Media Abby to keep pace with the evolving landscape. With an international jury at the festival and a three-day celebration makes the ABBY more global and richer in depth, and also bolder, braver, and built for the future,” he added.
Meanwhile, Kakar pointed out that they never intended for the ABBY Awards to be an India-specific gold standard or iconic recognition. That’s why, four years ago, they partnered with The One Show. This collaboration brings with it international standards, systems, and best practices that keep the Awards relevant and evolving.
“It may sound cliché, but change truly is the only way to survive. Staying contemporary is a conscious effort for us, and because of that commitment, we’ve continued to deliver what we believe is the best. This year, we had 401 jury members, each of international class, repute and standard, who judged the awards. These are 401 creative leads from across the country who have endorsed the Abby Awards with their name and their portfolios,” Kakar said.
Furthermore, he went on to say, “We also had participation from 233 entities. One might recall a handful of prominent creative or media agencies but 233 participants reflect a very long tail of agencies. Some may be smaller, with fewer entries, but they are eager to benchmark their work against the best. This year also marked a milestone as we received 4,076 final entries, the largest ever in ABBYs history. All of this stands testament to the fact that the ABBY Awards have withstood the test of time, changing environments, and global shifts, and emerged stronger than ever.”
