It is these civilians that the Red & White Bravery Awards seek to honour. The awards, instituted by Godfrey Phillips India Ltd, were first given out in 1990. Three medals each were presented in two categories: Physical Bravery and Social Acts of Courage. Enthused by the response and goodwill the awards generated over the years, GPI instituted a Lifetime Achievement Award in 1997 to honour active social workers.

Initially, entries were invited from five states in North India and the winners were honoured in New Delhi. This continued until 1996. Then the awards were decentralised, and this year, presentation ceremonies were held in nine centres across India. C Baji, manager, Promotions, GPI, says the company is the only Indian corporate to award civiliansfor bravery. "The government has awards for the uniformed services and children, but until the Red & White Bravery Awards were instituted, no award existed for common citizens. We want to honour courageous individuals who have dedicated their lives to the betterment of the country," she says. The selection procedure is fairly simple. Any Indian civilian may be nominated for the awards. In order to ensure that the entries are authentic, they are required to be attested by a gazetted officer or police officer not lower than the rank of inspector. The winners are judged on parameters like selflessness, determination, foresight and the intensity of the situation.

GPI selects eminent people from each centre, including senior members of the local administration, to judge the entries. GPI says these are the best people to decide because they are familiar with the area, the people, and at times, even the cases. Moreover, the winners are proud to be felicitated by prominent citizens of their area, people to whomthey look up.

In both categories, the first prize is a gold medal and Rs 10,000 in cash. The winner of the silver medal gets Rs 5,000 and the bronze carries an award of Rs 3,000. Of course, each winner receives a merit certificate. Godfrey Phillips chief executive Ram Poddar thinks "such selfless and compassionate acts need to be recognised so that future generations can emulate them".Former DIG of the Punjab Police, K P S Gill, Mumbai's former sheriff, Nana Chudasama, and noted IPS officer, Kiran Bedi, are among those who have expressed their appreciation. Bedi goes as far as to say, "The Red & White Bravery Awards deserve an award for honouring social service." GPI has earned goodwill in business and social circles apart from winning the gratitude of the awardees themselves.