New Delhi, May 4 -- Most working people are in marketing, one way or another, whether or not their department is called 'Marketing.' Also, most of the world's people are not in the arts. Yet, art has some of the world's best marketing, though it is not known as marketing, and is free. Think of awards or ceremonies of 'recognition.' Who is 'recognizing' the artist? A small group of people who are considered more discerning than most of the world. Yet this 'recognition' impresses most of the world. Though not as forcefully as before.

Many awards have lost their influence as the world has lost its reverence for pundits. The Academy Awards for films are not chosen by them, which is perhaps why they have endured. Thousands of the Academy's ac...