The ABC Prize

Seven organisations collaborate to create the all-new ABC Prize

The Ace Business Communicator Prize aims at recognising and rewarding young in-house communicators – A collaboration by seven organisations including ICG, MxM India, The Holmes Report, School of Communications & Reputation, On Purpose Consulting, Reputation Today and the Promise Foundation.

A consortium of organisations led by the Promise Foundation, is pleased to announce the revamped Ace Business Communicator Prize for young in-house professionals, which will see one young communications professional flown to PRovoke18, organised by The Holmes Report in Washington DC in October.

The ABC Prize was instituted to encourage young talent in communications. Professionals will individually respond to a brief on social change in a record time which will be evaluated by senior members of the ICG (Indian Communicators Group) as well as Arun Sudhaman of The Holmes Report and Girish Balachandran of On Purpose Consulting. The brief is available at the end of this note. The winners will be publicly announced at PRAXIS 2018 and will be funded to travel to the Global PR Summit.

To be eligible for the prize the individual should be born on or after January 1st 1983 and should have a valid passport. The contest opens on 15th March and the last date to submit the responses is 30th March. Entries should be submitted with a scanned copy of the passport. The response to the case should be sent as a pdf with file name ABC Prize 2018_First name_ Last name and the same to be mentioned in subject line as well and sent to team at reputationtoday dot in.

The jury will decide the winners by May 10th and the two individuals will be informed by June 1st in order to make visa and flight arrangements.

The winners will have the opportunity to join PR and communications leaders from around the world at PRovoke18, courtesy The Holmes Report. The annual summit takes place in Washington DC from 22 – 24 October, 2018.

PRovoke18 is a high-level forum held annually, that aims to provoke senior practitioners around the critical issues facing the profession and the companies it serves. The summit attracts a diverse group of top-tier speakers and delegates from across the globe, including more than 60 brand side speakers in 2017 alone.

The prize worth Rs 1.5 lakh each in kind includes a round-trip economy flight ticket to Washington DC from an Indian metro and visa costs wherever applicable, supported by ICG and Reputation Today and its partners, a two-day delegate pass to PRovoke from The Holmes Report and stay for two nights in Washington DC supported by On Purpose Consulting and the School of Communications & Reputation (SCORE). The winners also get an opportunity to be mentored by Seema Ahuja and Shravani Dang – both senior communicators who are supporting the prize in their personal capacity. Additionally, they have access to the leadership at On Purpose Consulting. The winners also get complimentary access to one edition of PRAXIS of their choice but does not include stay and travel. This is courtesy Chitrangada Maitra and Bodhisatya Basuthakur – two Indian origin communications professionals currently based overseas.

Why under 35?

There is a list for 30 under 30 and a list for 40 under 40. Somewhere, those in between get missed out in gaining recognition.

35 is the age when most professionals are completing a decade of work experience and stepping into leadership roles.

The crux of Public Relations is case studies and campaigns which is not an aspect several professionals are familiar with. We want to bring the culture of solving a case back in vogue.

Hence the Young Pride Challenge and the ABC Prize. These are aimed at those in the vicinity of the ten-years experience mark. The prizes are also those that worthy communicators above this age bracket can afford with some planning and investment. We believe exposing three young professionals to international conferences is a great honour for them as well as for those aspiring to enter the profession and make a mark.


The Case – 2018

Driving a culture change programme to recognise air pollution as a general and critical health concern: 

India is at a precipice when it comes to the issue of breathing bad air, clocking in some of the worst numbers in the world. Last year, Delhi was in the grip of a public health emergency, as declared by the Delhi/NCR Government itself, but few citizens realized the full extent of the danger. It took the PM2.5 levels to reach 703, more than double the mark of 300 which is classified ‘hazardous’, to bring out the angry voices. With brands flooding the market claiming to provide solutions to air pollution, it would be relevant to ask our entrants to:

  • Define the problem of air pollution in terms of behaviour change. How do we make it an integral part of the conversation on health with the general public?
  • How do we highlight respiratory health as a more complex aspect of general health? (Most respiratory health conversations start and end with smoking – which again looks at the cancer aspect of it)
  • Who are the key stakeholders and how can we engage them for collective action?