After Winning Big at ABBY Awards, Tribes Communication Questions the Very System It Triumphed In

At the recent ABBY Awards held during Goafest 2025, Tribes Communication emerged as a surprise frontrunner, clinching the prestigious Grand Prix for a campaign that captivated both jury and audience alike. But what followed the celebrations wasn’t just a victory lap — it was a bold critique from within the winner’s circle.

In a candid and thought-provoking turn, Tribes Communication has publicly voiced concerns about the very ad awards ecosystem that just honored them. Their critique centers around transparency, biases, and the broader value of awards in today’s advertising landscape. This dual moment of triumph and truth-telling is now sparking discussions across the creative industry.

The Campaign That Made Waves

Tribes Communication secured the Grand Prix for its campaign titled "Aadivasi Is Not a Costume", which highlighted the cultural misrepresentation and appropriation of tribal identities in modern advertising and fashion. The campaign struck a powerful chord with its unapologetic messaging and grounded visuals, earning it accolades for creativity, cultural relevance, and social impact.

With stunning imagery and compelling storytelling, the campaign managed to amplify underrepresented voices while also showcasing Tribes Communication’s commitment to purpose-driven advertising. It wasn’t just an ad — it was a cultural commentary.

And yet, even as the applause echoed, the agency made it clear that not all was well behind the scenes of the awards they just dominated.

An Uncomfortable Question: What Do Awards Really Reward?

In a public statement following their win, senior members of Tribes Communication raised questions about the selection process, jury consistency, and industry politics that continue to shadow many advertising awards.

Their critique boiled down to one fundamental question: Do ad awards celebrate the best ideas, or the best networking?

The agency pointed out instances where excellent work failed to win because it lacked the backing of big agency networks or high-profile clients. They argued that small or independent agencies often face an uneven playing field, despite producing high-quality work that resonates with real audiences.

Their concern isn’t unique — but what made it significant is that it came from a Grand Prix winner.

Industry Applause, But Uneasy Underpinnings

The ABBY Awards, organized annually as part of Goafest, are one of the most respected advertising recognitions in India. Winning a Grand Prix is a career-defining moment. But Tribes Communication’s critique has stirred an industry-wide debate that many felt for years but rarely voiced.

Key points raised include:

• Opaque Judging Criteria: What qualifies as “award-worthy” is often left vague. There is minimal feedback shared with participants, leading to confusion and disillusionment.

• Lack of Diversity in Jury Panels: Tribes Communication highlighted that jury representation often lacks individuals from marginalized or grassroots communities, especially when evaluating socially driven campaigns.

• Favoritism Towards Big Networks: Large agencies with hefty portfolios and known brand associations tend to dominate categories, often pushing smaller players to the sidelines regardless of innovation.

A Wake-Up Call From the Inside

Tribes Communication’s position is not to dismiss ad awards altogether. Rather, they are urging for a restructuring of how recognition is given, especially when awards claim to honor social consciousness, inclusivity, and purpose-driven narratives.

Their bold stance could be a catalyst for meaningful reform. In an industry where awards still hold sway over client acquisition, agency rankings, and creative credibility, authenticity and fairness in judging processes are more critical than ever.

As one senior creative from Tribes noted:
"We want awards to matter — but for the right reasons. Recognition should elevate truth, not hierarchy."

The Creative Industry Responds

Unsurprisingly, the reaction from industry peers has been mixed. While many creative professionals — especially from independent agencies — welcomed the agency’s honesty, others viewed the timing as controversial.

Some questioned whether the critique would have come had the campaign not won. Others praised Tribes for using their platform to advocate for systemic change.

Even within jury panels and award organizers, conversations have reportedly been initiated post-Goafest to explore greater inclusivity and process transparency.

Do Awards Still Matter in the Age of Metrics?

Tribes Communication also touched on a broader theme — the evolving role of awards in the digital age. As brands now measure success through real-time data, social traction, and user engagement, many wonder whether creative awards are still the ultimate benchmark.

The agency argued that impact, reach, and real-world relevance should be weighted equally—if not more—than aesthetic creativity or filmic finesse. Especially in a country as diverse as India, campaigns that resonate with grassroots communities must be elevated, even if they don’t follow “agency playbook” norms.

A Call to Rethink Industry Structures

Beyond critique, Tribes Communication is now encouraging a larger conversation among creatives, brands, and award organizers. They propose:

• Transparent feedback mechanisms post-award cycles to help agencies understand scoring and jury reasoning.

• Jury diversification to include professionals from social work, regional media, academia, and grassroots NGOs when evaluating socially relevant campaigns.

• A separate category for emerging or independent agencies, where creativity isn’t overshadowed by brand weight or budget scale.

These recommendations are not radical — they’re rational. And if taken seriously, they may mark the beginning of a more inclusive and credible awards landscape.

Conclusion: A Win That Raises a Voice

In a world where many choose silence over disruption, Tribes Communication’s dual move — to win big and then critique loud — is both courageous and commendable. They remind us that true leadership in the creative industry isn’t just about applause; it’s about accountability.

While awards like ABBY will continue to be milestones in a brand’s journey, it's time the industry reflects on how those milestones are decided. Recognition, after all, should be a mirror of creativity’s impact — not just its presentation.

With their Grand Prix trophy in one hand and a pointed critique in the other, Tribes Communication has sparked a conversation that might reshape how we measure greatness in advertising.