It's no secret that more and more companies are buying and "sponsoring"awards for themselves.This is increasingly true for many entrepreneurs who think (and correctly)that pr is important.
In fact many companies and pr-preneurs even make events around it.
Typically
,I am pleased to announce that (Company) has been selected as a winner of the 2017 Best of (Town) Awards in the (line of business) category by the (Town) Award Program committee.Our selection of your company is a reflection of the hard work of not only yourself, but of many people that have supported your business and contributed to the subsequent success of your organization.
It's almost like X magazine goes to Y Start up or Z retailer,fixes a rate and freezes on the award.
So.someone gets an award for "business excellence"where there is no business,someone gets an award for "best employer"and would have defaulted his prov funds since inception!of course the mother of all ridiculous awards is the "innovator"award!!
What do these companies or pr-preneurs get out of this?
1.good value for money.
2.media.
3.brownie points on social media..
4.Trophies for the cabinet.
Unlike the western countries,India has no platform to complaint on false claims.In Europe you can complain to the "Better business bureau"to initiate action.
However in juggad India the scenario is quite different and entertaining.
1.A diamond company sponsored itself to get an award for "fastest growing brand",the CEO was all smiles,and ya a sexy Bollywood star gave the award.
2.A guthka company got an award for "enhancing a community".
3.A franchising company got a best retailer award in a category sponsored by it,and spoke a few zillion words after the award.
4.A digital company got an award from "southern India Digi summit",I am sure there will be "Khan market,Delhi"award very soon.
5.if these are not enough a college recently gave an "outstanding"award to it's ex student as "abc student entrepreneur"of the year.I guess the award was because the student was standing outside the class.
I am sure we come across such hilarious instances every day.
Quite recently a leading media company gave an award to it's own lady editor for "woman editor"of the year and ya she gave a tearful speech when she took an award from a Bollywood starlet.
Actually stars should charge more for giving out such stupid awards.
Event management companies are now spending time and money on conceptualizing such awards,you need a title sponsor,a main sponsor,a style sponsor,a jewellery sponsor,a food sponsor etc etc..And ya for additional brownie points you get exclusive media rights too.
But,there is a lot of "background checks and verification"which needs to be filled,like turnovers,employees,even women:men ratios but obviously no audits are conducted.The last entrants usually get a "Jury award".
What these comical awards end up doing is raising the levels of stupidity-more and more businessmen and women end up wanting to get the fifteen seconds of Fame and obviously the likes,shares,emotives on social media..a bunch of sycophants add mileage to this pollution.
These unfortunately can't replace sound business models..
