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ABBY Awards powered by One Show adds new categories in 2024
Mumbai: ABBY Awards powered by One Show in 2024 continues to stay connected with global festivals like The One Show, Cannes, and ADFEST by adding categories that are trending in the world.
Introduction of the ‘Best Use of AI’ sub-category, keeping in mind the trending subject of the year, has been added in both Digital and Technology Verticals.
Copywriting for web and digital craft has been added in still digital and digital verticals.
With the growth in health and wellness communication, a new vertical called health has been added this year with sub-categories like OTC Oral Medicines, OTC Products, Nutraceuticals among others. A new specialist agency award being introduced is Health Specialist of the Year for the best performance by a company in this vertical.
Red Abby has introduced sustainable development and meaningful practices to cover climate action and responsible consumption.
Green Abby which covers planet conservation has added life on land to cover the protection of forests and prevention of ecological destruction.
Commenting on the new categories, the ABBY Awards powered by One Show 2024 chairman Ajay Kakar said, “The world around us is changing by the day, and the Abby awards are at the forefront of reflecting these changes. And this year is no exception. Be it in or within categories like digital, mobile and technology. Or the introduction of a Health category. Every year we start the Abby journey by first engaging with the industry stalwarts, informally, to listen to the changes, suggestions and asks. The changes in the categories that have been introduced this year are thanks to these rich engagements.”
ABBY Awards powered by One Show 2024 co-chair Dheeraj Sinha said “Health is a growing business in communication and it is fitting to now have an entire vertical dedicated to it. Advertising with a purpose and a social message has now gathered steam and the Green Abby and Red Abby are adding sub-categories in forest conservation, sustainable development and meaningful practices.”
Entries are now open for ABBYs One Show Awards 2024.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
