Josy Paul, Minakshi Achan and Mayur Hola Appointed as Jury Chairs for the ABBY Awards 2026

Why It Matters

The selections highlight the advertising industry’s pivot toward purpose‑driven campaigns and experiential brand work, setting benchmarks for agencies worldwide. Their expertise will shape the standards and recognition of innovative marketing in 2026.

Key Takeaways

• Josy Paul leads Sustainable Development Goals jury at ABBY Awards 2026.
• Minakshi Achan heads Branded Content & Entertainment category for ABBY Awards.
• Mayur Hola chairs Brand Experience and Activation jury for ABBY Awards.
• Selections underscore advertising’s shift toward sustainability and immersive brand experiences.
• Jury chairs bring decades of agency and brand leadership to award judging.

Pulse Analysis

The ABBY Awards, powered by The One Club and The One Show, have become a barometer for creative excellence across the advertising ecosystem. By appointing high‑profile industry veterans as jury chairs, the awards reinforce their credibility and align with evolving market priorities. The three categories—Sustainable Development Goals, Branded Content and Entertainment, and Brand Experience and Activation—reflect the sector’s expanding focus beyond traditional media, rewarding work that drives social impact, engages audiences through storytelling, and creates memorable brand interactions.

Jos Paul, BBDO India’s chairperson and chief creative officer, is renowned for socially resonant campaigns such as Ariel’s “Share The Load” and Visa’s “Kindness Is Cashless.” His experience on Cannes Lions juries equips him to evaluate sustainability‑focused work with a rigorous creative lens. Minakshi Achan, heading brand at JioStar, brings three decades of cross‑industry insight, from fashion to digital streaming, positioning her to assess the fusion of content and entertainment that defines modern brand narratives. Mayur Hola, Swiggy’s VP of Brand, has built activation strategies at OYO and Subway India, making him a natural fit to judge experiential campaigns that blend product, service and brand storytelling.

The appointment of these leaders underscores a broader industry trend: advertisers are increasingly measured on purpose, engagement and experience. As brands allocate larger budgets to sustainable initiatives and immersive activations, the ABBY Awards will likely influence agency pitches, client expectations, and talent recruitment. Stakeholders should watch the award outcomes for emerging best practices that could reshape creative strategies and set new performance benchmarks for 2026 and beyond.