The 19th Pepper Creative Awards celebrated South India’s creative excellence at Le Meridien Kochi, drawing over 650 entries. Be Positive 24 Innovation Design won Agency of the Year and the inaugural Grand Prix, as agencies across Kerala, Tamil Nadu, Karnataka and Telangana were recognised.
The 19th edition of the Pepper Creative Awards reaffirmed its standing as one of South India’s most respected celebrations of creative excellence, as industry leaders, agencies and emerging talent gathered at a glittering ceremony at Le Meridien Kochi on December 5. What unfolded over the course of an evening that stretched beyond four hours was not merely an awards function, but a reflection of a fast-evolving southern creative ecosystem that continues to grow in ambition, diversity and influence.
Widely regarded as the most reputable and sought-after creative awards platform in the region, the Pepper Creative Awards once again drew participation from across advertising, media, production and photography. This year’s edition attracted more than 650 entries from agencies and creative professionals spanning Kerala, Tamil Nadu, Karnataka and Telangana, highlighting the depth and breadth of work being produced across South India’s creative industries.
Presiding over the event as Chief Guest was Sonal Dabral, Founder of Tribha and former Vice Chairman of Ogilvy India, whose presence underscored the awards’ stature within the national creative fraternity. Joining him as Guests of Honour were Rajiv Rao, Director at Nirvana Films and former National Creative Director of Ogilvy India, and Prathap Suthan, Co-founder and Chief Creative Officer of Bang In The Middle. Together, the trio represented decades of leadership across advertising, film production and creative strategy, lending weight and perspective to the celebrations.
The awards process itself reflected a commitment to rigour and fairness. According to K. Venugopal, Chairman of Pepper Trust, the entries were evaluated through a two-round online judging process by a panel of 14 jurors. From the initial pool of over 650 submissions, 350 works were shortlisted, culminating in 140 trophies being awarded across categories. The scale of participation and the meticulous selection process reinforced the credibility that the Pepper Creative Awards have built over nearly two decades.
Beyond numbers, the 19th edition stood out for its atmosphere and engagement. More than 300 participants from across South India attended the function, which blended celebration with entertainment and interaction. Adding to the evening’s energy was an interactive quiz session hosted by Manorama Max, complete with attractive gift hampers for winners, ensuring the event felt participatory rather than purely ceremonial.
At the heart of the night were the agencies and brands whose work rose to the top. Chennai-based Be Positive 24 Innovation Design emerged as the standout performer, sweeping the highest honours by winning both Agency of the Year and the newly instituted Grand Prix. The Grand Prix, introduced this year as the highest recognition of the evening, marked a significant milestone for the awards, setting a new benchmark for excellence and signalling an intent to elevate the platform further in the years ahead.
Club FM, part of the Mathrubhumi Group, was named Advertiser of the Year, recognising the role of brands and media platforms in enabling bold, creative communication. The award acknowledged how advertisers, not just agencies, play a critical part in shaping work that pushes boundaries and resonates with audiences.
Regional excellence was also prominently celebrated. Thiruvananthapuram-based Stark Communications won the Best of Kerala award, underscoring the strength of homegrown creative talent within the state. Bangalore-based Freeflow Ideas took home the Best of Karnataka honour, while Hyderabad-based Prawal Media (Bigbears Advertising) secured the Best of Telangana award. Together, these recognitions highlighted how creativity across South India is no longer concentrated in a single hub but distributed across multiple cities and states, each with its own voice and strengths.
The breadth of awardees further illustrated the diversity of the southern creative landscape. Agencies such as Happy Unicorn, Tempest Advertising, MIOT International Hospitals, Rush Republic, Plainspeak, MM TV, Red FM, and Popkon Creatives were among those recognised. Their inclusion pointed to the increasingly interdisciplinary nature of creative work, spanning traditional advertising, healthcare communication, broadcast media, digital platforms and content production.
The list of participating organisations extended even further, with agencies and companies such as Mass Designs, KAL Radio, Mindmine Brand Communications, Human Stories, Fuse Art & Production, Mathrubhumi, Vertical Story, Makesense Advertising, and Navarasa Films contributing entries. This wide participation reflected how the boundaries between advertising, media, storytelling and production continue to blur, with creativity flowing across formats and industries.
What has sustained the relevance of the Pepper Creative Awards over 19 editions is its focus on regional excellence without regional limitation. While firmly rooted in South India, the platform has consistently attracted the attention of national industry leaders, both as participants and as jurors or guests. This balance has allowed it to serve as a launchpad for emerging talent while also recognising seasoned professionals and established agencies.
The presence of figures like Sonal Dabral, Rajiv Rao and Prathap Suthan also served as an implicit endorsement of the quality of work emerging from the region. For younger creatives in attendance, the evening offered not just trophies, but inspiration and visibility, reinforcing the idea that impactful, award-worthy work does not need to originate from traditional industry capitals alone.
As the Indian advertising and media industry undergoes rapid change—driven by digital transformation, regionalisation of content and the rise of independent agencies—the Pepper Creative Awards appear well positioned to reflect and respond to these shifts. The strong showing from independent and mid-sized agencies this year echoed a broader industry trend, where agility, cultural nuance and innovation are increasingly valued alongside scale.
The institution of the Grand Prix award also signals an evolution in how the platform sees its role. By creating a top-tier recognition that stands above categories, the awards elevate the conversation from executional excellence to overall creative impact and originality. For agencies competing in future editions, this sets a higher bar and a clearer aspiration.
As the celebrations concluded late into the night at Le Meridien Kochi, the 19th Pepper Creative Awards left behind a sense of momentum. More than just an annual ceremony, it functioned as a mirror to South India’s creative confidence—one that continues to grow, diversify and demand recognition on its own terms. With participation rising and standards sharpening, the awards reaffirmed their place as a defining platform for southern creativity, while quietly pointing toward an even more ambitious milestone edition ahead.
