6th July, 2020: The fifth edition of Fulcrum Awards, powered by the Promise Foundation and PRmoment India, is now open for entries and accepting submissions till August 21st, 2020. There are over 50 subcategories that are open to individuals and teams from both consultancies and in-house communication teams.
The winners will be announced in the last quarter of the year and will recognise the work done during the period April 2019 to March 2020.
To honour the extraordinary work done by brands in lockdown, Fulcrum Awards announces a special category -Lockdown Category. These will recognise the work done during March 1st, 2020 to June 30th, 2020. In addition, keeping our commitment to make these awards more robust we have added a category each in Sector and Individual categories. Read all details about the sub categories here.
This year all entries to the technique, sector and lockdown categories will have to necessarily be supported by an A4 storyboard that outlines the objective. idea, tactic and result. Read the updated rules and regulations here
25% reduction in entry fee due to the current economic situation
Early Deadline fee per entry: INR 5,000/- plus GST (Valid from July 6th, 2020 till August 07th, 2020)
Regular fee per entry: INR 7,000/- plus GST (Valid from August 8th, 2020 till August 21st, 2020)
Fee for Lockdown category: INR 3,000/- plus GST
No Fee for individual In House category
We are happy to continue our partnership with niiti consulting as our process reviewer. A jury consisting of 20 senior communication professionals from various organisations will ensure fair play and judge the entries. The jury member organisations will not participate in the awards. There is an additional jury of nine CEO’s of various consultancies who will judge the best PR firms of the country.
The awards have four categories and one special category only for this year, to recognise the extraordinary the work done during Lockdown. The objective is to recognise both individual and team contribution. The categories are:
Technique Awards: There are 12 sub-categories under this category that will be judged for outstanding campaigns. This will have three awards – Gold, Silver and Bronze.
Master of Technique: Each winner of Technique Awards will be awarded points, that is 3 points for Gold, 2 points for Silver and 1 point for Bronze. The three organisations with the highest points will be awarded a Master of Technique Trophy - Gold, Silver and Bronze.
Sector Awards: There are 12 subcategories under this category that will be judged for outstanding campaigns in a particular sector. This will have one award - Gold.
Lockdown Category: This category has been added to recognise extraordinary work done by brands during lockdown. Work done between March 1- June 30, 2020 are eligible for this. Please note a campaign must start post March 1, 2020. This will have one award of Gold.
Individual Awards: There is no fee for this category. Submissions may be self-nominated or nominated by the organisation or peers. These will be awarded to individuals from in-house teams with 20 years of experience. There are 12 individual categories that acknowledge
Special Awards: These include seven sub categories which honour six outstanding entities and one individual for lifetime achievement.
The Judging process
The judging will take place through a rigorous two-stage process, including pre-scoring to determine the first shortlist and a Jury Meet on September 22nd, 2020. At the Jury Meet the shortlisted entries are discussed and evaluated in detail to decide the winning entries. The entries are to be uploaded on the website www.fulcrumawards.in.
Set up in 2010, niiti consulting has done some cutting-edge work across sectors monitoring and evaluating for various organisations. The core team of consultants at niiti and its wider network of specialists have successfully completed projects with various organisations across many sectors on implementation management for their projects where it ensured seamless monitoring and evaluation measurement.
The Fulcrum Awards was launched in 2016 with the aim to provide a platform for applauding individuals and teams who worked relentlessly throughout the year on impactful Public Relations campaigns.
The awards organisers do not accept sponsorship from participating organisations, including all PR firms. The Awards are supported by PRCAI, Avignyata, Reputation Today, School of Communications and Reputation and Plane Crazy Studio.
2020 Special Jury for four consultancy category
Jury for small and mid- size consultancies
Genesis BCW - CEO
Perfect Relations - Consulting Partner
Executive Partner - AvianWe
Ketchum Sampark - Global Partner & Managing Director
Weber Shandwick - CEO
Jury for large and giant consultancies
First Partners - Founding Partner
The PRactice - CEO
Madison PR - CEO
PR HUB - Managing Partner
Fulcrum Awards 2020
A. Technique Awards
B. Sector Awards
Best Use of Content
Best Hospitality and Travel Sector Campaign
Best Use of Creativity and Innovation
Best Automobile Sector Campaign
Best Use of Event
Best Luxury Campaign
Best Use of Digital
Best Technology and Telecom Sector Campaign
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)
Best Healthcare and Pharma Sector Campaign
Best Use of Public Affairs
Best Consumer Products and Retail Sector Campaign
Best Management of Crisis
Best Not for Profit and Associations Sector Campaign
Best Use of Internal Communications
Best Manufacturing Sector Campaign
Best New Product Launch
Best Entertainment and Media Sector Campaign
Best Use of Media Relations
Best Banking and Financial Services Sector Campaign
Best use of Community Outreach
Best Services Sector Campaign
Best Regional Campaign (only implemented in Tier 2 cities)
Best Sports Campaign
A1. Master of Technique
The top performers of the Technique category will be awarded with Masters of Technique honour based on a points system. There will be three winners -Gold, Silver & Bronze
This is open to both consultancies and corporates. Consultancies can even enter work done by them for their own firm.
Best use of Content
Best use of Creativity and Innovation
Best Employee Engagement
Best Advocacy Campaign
Best Government Relations Campaign
D. Special Awards Category
These include seven categories which honour seven outstanding entities. Except for Lifetime Achievement, which is nominated by the Jury, the other categories may be applied for.
In-House Team of the Year – Mid-size (2-4 members)
In-House Team of the Year – Large (5 and above)
PR Consultancy of the Year – Small (Below 10 cr)
PR Consultancy of the Year – Mid-size (Above INR 10 - 20 cr)
PR Consultancy of the Year – Large (Above INR 20 - 50 cr)
PR Consultancy Firm of the Year – Giant (Above INR 50 cr)
Lifetime Achievement Award