`Has the idea created an icon? Does it bolt the brand to a fundamental consumer insight?' ``Those are the criteria for judging,'' says Gopi Kukde, president of the Guild. ``This award is the most difficult one to win. In fact, it should make you want to kick yourself for not having thought of the idea first,'' adds Kukde.

The other contenders for this coveted award included the advertising campaigns for brands such as Voltas-Maxclean, Picnic, Maruti 800, Bajaj Auto, Ford India Limited, Tata Indica and Kelvinator. Last year, Contract had won this award for its client Warner-Lambert (India) Limited. This year, Bobby Pawar, creativedirector, O&M was adjudged `The Copywriter Of the Year'.

The event, which celebrates creativity in the Indian advertising industry was a lacklustre affair this year compared to previous celebrations. ``In sharp contrast to the glitzy function held last year, it's a pretty low affair this year. With dot.com companies mushrooming, many ad professionals have gone for greener pastures,'' comments a hotshot art director in Mumbai.

Says Gopi Kukde: ``This year, we have cut down drastically the number of categories from 26 to 8 major categories. In a bid to encourage young talent, we have introduced a string of awards this year for deserving students in art schools.'' In keeping with its objectives, CAG has instituted five new awards which include: Cub Designer, Cub Illustrator, Cub Typographer, Cub Copywriter and Cub Photographer. Gerson da Cunha was inducted into the `Cag Hall Of Fame' this year for his outstanding contribution to the Indian advertising industry.