On Day 3 of the 54th Cannes Lions International Advertising Festival, the advertising industry’s equivalent of the Academy Awards, Indian agencies won five awards in the Direct, Promo (short for promotions), and Radio categories.
And with Tribal DDB, Mumbai’s campaign on AIDS awareness for MTV Asia making it to the shortlist for the Cyber Lions category (for Internet advertising), the total number of nominations from India rose to 58.
Last year, Indian agencies won a total of 12 awards at Cannes from 59 nominations.
JWT India Ltd won a Promo Lion for its entry titled Nodding Bull, which was executed for The Vegetarian Society.
Of the 786 entries in the Promo category, 31 were from India. Promo Lions is a new category.
In the Direct Lions category, two Indian entries won a bronze Lion each.
One was won by Everest Brand Solutions, Mumbai, for its entry titled Demo CD for The Soundsmiths, a Mumbai-based company that distributes top-end audio equipment.
The other was won by Ogilvy & Mather, Bangalore, for an entry titled Incidents, executed for Hutchison Essar Ltd.
“While we are delighted, we’re not surprised (by the final result). The campaignwe did for Hutch was fairly unique and we were pretty confident that something like this would not have been done in other countries,” says Prateek Srivastava, group president, south, Ogilvy & Mather India Ltd.
The Direct Lions category received 1661 entries, and 80 from India.
Rediffusion DY&R Pvt. Ltd, one of the three Indian nominations under the Promos category at Cannes lost out in the final round.
Its entry, titled Live Ants, for Zydus Cadila’s sugar-free sweetener, was nominated for both a Promo Lion and a Media Lion.
“The point is to do good work. Sometimes you win awards and sometimes you don’t. However, I do think that India has done well in the nominations this time,” said K.S. Chakravarthy, national creative director, Rediffusion DY&R Pvt. Ltd.
India had five nominations in the Radio category; two of these, one by Ambience Publicis Pvt Ltd and another by Leo Burnett India won silvers. Indian agencies also had seven nominations in the Media Lions category and 13 in Outdoor Lions, but didn’t win any medals.
Indian agencies will hope to win more awards as the week goes on. They have 20 nominations in the Press category.