Why is Philip Kotler presidential award confidental?

"Prime Minister Narendra Modi on Monday received the first ever Philip Kotler presidential award for his outstanding leadership. According to the award citation, prime minister Modi was selected for his 'selfless service of India' combined with his 'tireless energy' that has resulted in extraordinary economic, social and technological advances in the country. This 'first ever award', is also said to be "a very confidential award".. but why?