Behind the glitz and glamour, a thriving underground market trades awards for a price, bypassing merit for profit.
“They don’t give awards on merit; they sell them. They have awards starting from Rs 5.50 lakh, then 4 lakh, and 3 lakh. The lowest is Rs 1.20 lakh. They have awards costing more than Rs 5 lakh, but that is not with us. They have been giving awards for the last 14 years,” said Rohan Mishra of XXXX Technology to Tehelka. Rohan Mishra’s company, XXXX Technology, acts as a channel partner for the company selling awards to interested parties through him.
“As you know, many sting operations are happening these days. So, the company won’t sell awards directly to the buyers; they will sell them through us. No one from the company will meet you either,” said Rohan Mishra.
“There are five categories of awards that the company will give at a glittering function to be held at Bharat Mandapam, New Delhi, on X September XXXX. I will arrange the lowest category award, costing Rs 1.20 lakh, for you in the media category,” added Rohan while speaking with our undercover reporter.
Time and again, questions have been raised about several awards around the globe. From the Oscars to the Grammys, the Golden Globes, and the Indian National Film Awards, all have attracted controversy at one time or another. The Padma Awards 2022, for example, had also kicked up a dust. When the Narendra Modi government announced the Padma awardees on the eve of the 73rd Republic Day in 2022, it sparked a debate. Among those selected for the Padma Bhushan were former CPI(M) politburo member and West Bengal Chief Minister Buddhadeb Bhattacharya, as well as senior Congress leader and Leader of the Opposition in Rajya Sabha, Ghulam Nabi Azad. While Bhattacharya declined the award, Azad faced jibes from Congress leaders for accepting it from the Modi government.
Similarly, various film awards have remained in the eye of the storm over the years, with actors like Aamir Khan, Ajay Devgn, Emraan Hashmi, Govinda, Sunny Deol and Nawazuddin Siddiqui distancing themselves from all film award functions. News media awards have also been mired in controversy at different times.
In order to get to the bottom of these controversies, Tehelka carried out an investigation on award fixing, where awards are not given on merit, but at a certain price.
Our undercover reporter met Rohan Mishra, who claimed to be working in a Noida-based company, XXXX Technology. Our reporter met Rohan posing as a fake client, looking to buy an award for himself. Rohan immediately told the reporter that his company is working as a channel partner for a company that sells awards to interested parties through him. Rohan told the reporter that he has an award for him in the media category, costing Rs 1.20 lakh. This meeting was held in Noida.
Rohan Mishra in a candid conversation below, reveals the intricacies of how awards are distributed through a channel partner. Rohan discusses the different categories and prices of these awards, emphasizing that even media professionals can secure an award for a specific amount.
Reporter- Ye kab hai… XXX September XXXX ko?
Rohan- Haan
Reporter-Kin logon ko mil raha hai ye?
Rohan- Ye mil raha hai business personalities ko, kuch personal ko bhi..
Reporter- Media walon ko mil jayega?
Rohan- Haan.. category mein mil jayega.
Reporter- Kis category mein?
Rohan- 5 category hain.. mein bhej dunga aapko, jo pehle wala hai wo 5-6 lakh ka hai.. wo to nahi hai.. sabse kam wala mil jayega Rs 1 lakh 20k.
Reporter- Ek lakh 20 hazar mein.
[This conversation reveals the business-like nature of these awards, highlighting how merit often takes a backseat to monetary transactions. The conversation sheds light on the mechanics of this “award distribution” system.]
In an insightful conversation with our reporter, Rohan Mishra further reveals the detailed pricing structure of the awards his company offers. With categories ranging from Rs 1.20 lakh to Rs 5.50 lakh, Rohan explains that the company has been distributing these awards for the last 14 years. This interaction highlights how recognition is sold at different price points.
Reporter- Kya kya rate hain waise inke awards ke?
Rohan- Highest to 5.5 lakh ka hai, phir 4 lakh, 3 lakh, 1.20 lakh..matlab 1.20 lakh se start hai aur highest 5.5 lakhs tak ka hai. Uske upper bhi hain par wo hum letey nahi hain.. hamare budget ka nahi hai.
Reporter- Ye kitne saal ho gaye award baantey hue?
Rohan- 14 years
[This exchange exposes how deeply commercialized the world of “paid awards” has become, where monetary value overshadows merit. It emphasizes the pressing need for transparency and integrity in the process of awarding genuine achievements.]
Rohan Mishra provides further details about his involvement in securing awards, revealing how he has facilitated the process for multiple companies over the years. His comment hints at the frequency with which such transactions occur. With a calm assurance, Rohan mentions how he’s been involved in securing multiple awards, including for his own company, in exchange for a fee.
Reporter- Aap kabse kar rahe ho inke saath?
Rohan- Maine pehla kiya tha ’21 mein.
Reporter- Kahan ki company thi.?
Rohan- Delhi ki, ek kiya tha maine Ahmedabad ka.
Reporter- Iski kitni dilwa di aapne?
Rohan- Bahut dilwa di, is baar 7 dilwa raha hoon…waise 12-13 dilwa diye.. aur is baar 7 dilwa raha hoon, ek mera bhi hai
Reporter- Aapka bhi hai, paise dene honge aapko?
Rohan- Kyun nahi dene honge.
Reporter- Aapse bhi lenge paise?
Rohan- Kyun nahi lenge?
[The conversation unveils how deeply commercialised the award process is, with even those facilitating it expected to pay. This reflects how conferring of awards, once a symbol of merit, has been reduced to a commercial affair.]
In this revealing exchange, Tehelka’s undercover reporter uncovers the workings of the award-selling business with Rohan Mishra. According to Rohan, the company he is suggesting to us for buying an award, is into award business only. He said the company is selling award for the last 14 years. He mentions that these events attract a significant number of attendees, including high-profile celebrities. Rohan elaborates on the nature of the organization behind the awards, explaining that the company solely focuses on conducting award shows and trade shows.
Reporter- Ab batao award ka kya keh rahe they aap?
Rohan- Bheja hai aapko check kar lena.
Reporter- The 14th national XXXX award ..kya hai ye ?
Rohan- Ye XXXX group hai.
Reporter- Accha naam hi hai XXXXXX group..kya karte hain ye, dhanda kya hai inka?
Rohan- Wahi award show karate hain.
Reporter- Company kuch to karti hogi?
Rohan- Yehi karti hai, sirf award deti hai.
Rohan- Inka kya hota hai ki award show karte hain ye, trade show kehtey hain.
Reporter- Trade show?
Rohan- Haan..jismein 10,00-500 log aatey hain alag alag jagah se…inke jo celebrities hotey hain na, last time wo Irani nahi hai “3 Idiots (film)” wale.. wo aaye they.
Reporter- Boman Irani?
Rohan- Haan wo aaye they, Akshay Kumar (Bollywood star) aye they, as chief guest.
Reporter- Ye Kab hai… XXX September XXXX.
Rohan- Issey pehle Rao aaya tha..wo Rao nahi hai?
Reporter- Rao kaun, Rajkumar Rao (Bollywood actor)?
Rohan- Haan… chief guest tha wo.
Reporter- Is saal kaun hai chief guest ?
Rohan- Is saal wo hoga XXXXX.
[This conversation underscores the sheer scale and commercial nature of the “award distributing industry”, revealing how recognition is commercialized. It also provides insights into the scale and reach of these events, emphasizing the extensive network involved in this practice.]
In a candid admission, Rohan Mishra lays bare the sheer scale of the award-selling enterprise. He reveals that merit plays a role—but only for a minuscule 10% of recipients. The rest are paying customers, contributing to a staggering daily revenue of Rs 10-15 crore for the company.
Reporter- Ye merit par nahi denge.?
Rohan- Detey hain.. par wo sirf 10 percent hi hain.
Reporter- Kitne award detey hain ek din mein?
Rohan- Award to bahut detey hain …ek din ka 10-15 crore hota hai ek din ka…200 award detey hain ye.
Reporter- 200 award ek din mein?
Rohan- Haan aur log aa rahe hain.. abhi bhi log aa rahe hain.. sponsors se paisey kamatey hain.
[The conversation highlights how these awards are more about selling status than honouring achievements. With 200 awards given out in one day, the system relies on a constant flow of buyers and sponsorships, turning it into a profitable business.]
Rohan now gives a detailed breakdown of the process for securing an award, revealing the exact costs involved. For a Rs 1.20 lakh award, the process begins with a Rs 25,000 cheque payment, with the rest to be paid in cash. He further clarifies that half of the payment must be made three days before the award ceremony, and the entire amount must be channeled through his company. Rohan also tells our reporter no one from the company organizing the award would meet him and he would have to deal with him only.
Reporter- Bataiye kya rate hai is baar hamarey liye.
Rohan- 1.20 lakh rahega.
Reporter- Ek lakh 20 hazar. Category kya rahega
Rohan- Bhej dunga aapko..aur payment jo hai wo 20k plus GST rahega.
Reporter- 20k plus GST?
Rohan- 25 hazar plus GST wo cheque se jayega, baki cash mein jayega. 25 plus GST wo company ko jayega.
Reporter- Wo nomination fee hai.
Rohan- Haan..aur baki jo hai usmein aadha cash mein jayega. Waise hum poora letey hain but aapka first time hai to aapko jo hai half dena hoga 3 din pehle.
Reporter- Award milne se 3 din pehle?
Rohan- Haan.
Reporter- Payment kisko dena hoga?
Rohan- Payment sara humko dena hoga.
Reporter- Management ko nahi?
Rohan- Nahi.
Rohan- Jo bhi rahega aapka link humse rahega.
Reporter- Humse koi nahi milega.
Rohan- Koi nahi, jo rahega humse rahega.
Rohan- Agar 5 lakh wala letey hain aap.. to unka banda aata hai.
Reporter- 5 lakh wala.. uski category kya hogi?
Rohan- Wo highest hai, start up ho jiska…
[This exchange exposes the business-driven nature of the award process, where paying for recognition becomes the norm. As the conversation unfolds, it becomes clear that the modus operandi of this award business is that no company sells their awards directly to interested parties for fear of being caught. Instead, they sell them through PR agencies.]
Now, Rohan sheds light on the extravagant nature of the awards, revealing that the company even offers a Rs 1 crore category, which includes media exposure like magazine covers and sponsored promotions. Reflecting on the rates, he notes that in 2021, the lowest award cost Rs 75,000, while the highest touched Rs 3 lakh. Rohan also hints at the growing scale of this business, mentioning that, for 2023, he’s even starting his own franchise, further diversifying his involvement in this award-giving enterprise.
Reporter- Aapne ’21 mein kya rate liya tha inse?
Rohan- 21 mein 75 hazar.
Reporter- Sabse kam..aur sabse zyada?
Rohan- 3 lakh ka tha..dekhiye hai to unke pass ek crore ka bhi , par hamare pass uska koi pitch nahi tha.
Reporter- Ek crore mein!? Aisa kya hai?
Rohan- Ek crore mein sponsorship bhi hai, aapka board lagyenge, magazine cover pe naam jayega aapka. Do tarah ka award hota hai, ek khud wala aur doosra invite karte hain jaise PWD wala.. 2020 ya 21 wale mein PWD wala bhi tha koi.. uska magazine ke cover pe photo chapa tha.
Reporter- Kaunsi magazine?
Rohan- Inki magazine bhi hai na, PR bhi kartey hain apna,..XXXX , XXXXX ispar unko cover par bhi diya jata hai. Ye apni magazine banatey hain.. usko promote karte hain.. apni site par promote kartey hain.
Reporter- Aur ’22 mein kya rate tha inka?
Rohan- ’22 mein wahi tha 23 se bada hai, 23 mein hi mein bhi zyada active hua.
Reporter- Yani 12-13 award aapne kara diye?
Rohan- Is baar aur bhi karwa rahe hain…abi apni kuch franchise bhi start kar rahe hain, uske liye bhi kar rahe hain.
[This conversation shows how awards have turned into marketing tools, with high fees linked to media exposure, crossing ethical lines. It’s a concerning trend where recognition is purchased by offering money. ]
Rohan openly admits to selling various awards, not just the ones discussed earlier. He recalls helping a client in the makeup industry win a “Glamour” award last year, showing the wide range of categories he handles.
Reporter- Ye hi awards hain aapke pass.. ya aur bhi hain?
Rohan- Aur bhi hai, multiple hain, ‘glamour’ ka maine karaya tha pichle saal October mein. I think ‘glamorous’ karke award tha,..make up ka kaam karti XXXX Khan.. wo client hain, unko dilwaya tha maine ‘glamour’ ka award.
[Rohan’s casual mention of this as part of his business highlights how awards have become commodities, serving different industries and clients.]
Next, Rohan casually discloses that he is in the process of arranging 10 awards for a client, with specific demands already made. When asked about film-related awards, he remains non-committal, suggesting that he may have them, but is uncertain at the moment.
Reporter- To abhi aane wale kitne award hain aapke pass?
Rohan- Dekhna padega,..abhi ek company aa rahi hai …..uski demand hai kareeb 10 awards ki, budget bata diya hai unko.. mujhe wahi sab karna hai.
Reporter- Koi film wala award nahi hai aapke pass?
Rohan- Dekhna padega ?
[This exchange reveals the transactional nature of the award industry, where bulk orders and customised categories are common. It shows that these awards are no longer rare recognitions but products easily available in a marketplace.]
When asked about his earnings from this lucrative business of selling awards, Rohan is quick to deflect, refusing to disclose any specifics. His light-hearted response, “Ye koi baat batane wali hoti hai,” suggests a deliberate effort to keep his financial dealings under wraps.
Reporter- Aapko kitna paisa milta hai ismein?
Rohan- Ye thodi batayenge…ha ha…ye koi baat batane wali hoti hai!
[Rohan’s reluctance to reveal his earnings is understandable, as it only highlights the hidden nature of the business. It shows that, while these activities thrive, they are often kept discreet.]
In the following conversation, Rohan sheds light on the shadowy operations behind the high-value awards he arranges, revealing that those behind the Rs 5 crore award won’t meet directly due to the fear of being exposed in sting operations. He confirms that the awards, rather than being merit-based, are bought and sold, cleverly disguised under the pretense of sponsorships.
Reporter- Accha agar hum 5 crore wale award ki baat kare to inse milne aayega banda?
Rohan- Aise nahi aayega, pehle confirm karega, bahut ismein sting operation wagera hotey hain na..dikhatey hain merit par award de raha hoon mein but actual mein merit to kahin nahi hoti hai. Koi award le lo.. merit par thodi hota hai, samne nahi aa raha hai, but wo aisey dikhatey hain as a sponsor, is company ne sponsor kar diya…lekin paisa to ja hi raha hai na kahin na kahin..jis bande se hamari baat hoti hain na, us bande ki itni aukaat nahi ki wo humko ye baat bata paaye.
[Rohan’s comment confirms that the awards, rather than being merit-based, are bought and sold, cleverly disguised under the pretense of sponsorships. His reluctance to arrange a meeting with the person in charge speaks to the covert nature of it all.]
Rohan now casually discloses his involvement in selling awards for some of the most prestigious media houses, revealing a lower-category award he arranged for a client at Rs 60,000. He explains how the award business process works, from photo sessions to posting images online to create an illusion of legitimacy.
Rohan- XXXX ka bhi aane wala hai.
Reporter- XXXX ka bhi karte ho aap?
Rohan- XXXX ka kiya hai isi saal.
Reporter- Kitna liya unse?
Rohan- Rs 60,000.
Reporter- Zyada nahi hai.
Rohan- Lower category hai, usmein 5 hota hai, ismein 3 tha category…. XXXX mein pehla category mein kuch dilwa diye doosre mein…teesre mein kuch gale mein pehna diya, main hota hai photo session..us photo ko hum apne website par lagatey hain.
[This exchange reveals how media recognition is bought and sold, blurring the line between merit and money. The transactional nature of these awards somewhat confirms doubts about their value and authenticity.]
Now, Rohan explains the reasons behind people purchasing awards, highlighting that they are used for bolstering one’s image, adorning office spaces, or showcasing on websites as part of a PR strategy. He subtly acknowledges the widespread but hidden market for such awards.
Reporter- Logon ko fayda kya hota hai award lekar ?
Rohan- Ek to unhein apne office mein lagana hota hai, website par lagana hota hai,..PR ke liye..hame pata hai aapko pata hai awards biktey hain sabko thodi na pata hai.
[The conversation shows that these awards are more about personal branding and PR than real achievements. It highlights the gap between how they’re seen publicly and the reality of commercialized recognition.]
When asked about the possibility of a discount on the Rs 1.20 lakh award, Rohan confirmed that a small discount of 10 percent can be arranged, but only if the purchase involves multiple awards. This reveals a typical strategy in bulk transactions.
Reporter- Accha agar mujhe 1.20 lakh wale mein 5 award chahiye ho to mujhe discount milega.?
Rohan- Haan..zyada nahi.. 10 percent.. par wo bulk hona chahiye.
[The conversation highlights how even in this dubious award market, bulk purchases are incentivised with discounts, reflecting the business-oriented nature of these so-called “prestigious” awards. It’s a clear indication of how the system is designed for profit, not merit.]
Rohan further disclosed that those accompanying the award recipients would need to purchase separate tickets to attend the ceremony. This underlines how even the presentation of awards is monetised in this system.
Reporter- Accha jo award lene aayega uske saath kitne log aa saktey hai…?
Rohan- Is wale award mein ek ka.
Reporter- Jo family se aayega?
Rohan- Ticket lena hoga.
Reporter- Ticket kitne ka hoga?
Rohan- Likha hua hai usmein..ticket lena padeha alag se.
[This exchange highlights how the award process is not just about recognition but also a revenue-generating venture. Attendees are treated as paying customers, turning the event into yet another commercial transaction.]
Now, Rohan not only asked us to submit the award payment within a week but also offered to boost the recipient’s public image through media. He explained how submitting reels from the event to news channels—of course for a fee—could further amplify the recognition. He suggested that we create reels at the award functions and have them aired on news channels by paying a fee.
Reporter- Last date kya hai paisa dene ki?
Rohan- Aapko haftey bhar mein close karna padega.
Reporter- Akhbaar mein bhi chapega..?
Rohan- Haan akhbaar mein page par aayega poora, PR bhi karenge aapka acchey se…usko aap chaho to aap bi kar saktey ho apne level par…jaise aapne award le liya hamne aapse ek lakh aur le liya… aapka reel bana diya..jaise aap award le rahe ho hamne picture bana liya award letey hue, video bana liya..uske baad…
Rohan (continues)- ….Accha ismein jaane ka bhi ek fees hota hai Rs 1000 ka, Rs 2500 ka, 5000 ka etc for invitation as a guest…ab hum wahan as audience chale gaye wahan video bana liya. Hamne kya kiya video bana ke jaise news XXXX hai ya bahut saare channels hain,..ya local chanels hote hain.. aap chaho to reels unko de do…ye mera reel hai aap isko chalao aur ye rahe paise…ye bhi charge karte hain 10,000-15 000 to ye apne channel par laga detey hain, share bhi kar detey hain. Like bhi, tweet bhi kar detey hain aise bahut se channels hain.
[The conversation uncovers the multi-layered commercialisation of awards, where even the act of receiving an award is turned into a profit-making opportunity through media manipulation and paid promotions.]
During this investigation, the Tehelka reporter received multiple calls from various PR agencies, each offering different names of awards and their respective prices, all of which were available for sale. On one occasion, a middleman promised the reporter a prestigious media house award at a function in Delhi, available for just Rs 1.75 lakh.
However, when the reporter insisted on directly paying the award money to the media house itself, which was supposedly offering the award, it raised doubts among the media house’s management, and the deal ultimately fell through.
The modus operandi of this award business is clear: no company is directly selling their awards to interested parties, as they fear being caught. Instead, they are funneling these transactions through PR agencies to maintain a veneer of legitimacy and avoid scrutiny. Our investigative report emphasizes the pressing need for transparency and integrity in the process of awarding genuine achievements.
