Cannes: Indian ad agencies snapped up 11 more trophies at the Cannes International Advertising Festival, including four Gold Lions, as they left their imprint across the cyber, press and design categories. Two silver and five bronze Lions rounded off India’s tally on Wednesday, the fourth day of the event considered the most prestigious in global advertising.
Contract Advertising Pvt. Ltd won a Gold Lion in the press segment for its anti-female foeticide campaign for Aadhar, a non-government organization, that included a stark description of the practice by which female foetuses are selectively aborted.
“It’s wonderful that good work is coming out of places that were earlier not performing so well at Cannes. India is one of them. An entry like Aadhar ‘anti-female foeticide’ has beautiful copy,” Press Lions jury president Craig Davis said.
Leo Burnett India Pvt. Ltd scored across the board, winning gold for the “Che, Charlie, Hitler” press campaign for Luxor Writing Instruments, and silver for the lipstick, ketchup and ice cream ads it made for Procter and Gamble’s Tide detergent brand. It also bagged a bronze for the entries “Blue” and “Pink” for Luxor highlighters.
JWT India won a silver press Lion for its Reynolds entry ‘Twins.’
Saatchi and Saatchi India picked up a bronze trophy for its Cox and Kings entries titled “Eiffel Tower”, “Statue of Liberty” and “London Bridge”. Grey Worldwide pocketed a Bronze Lion for its “Taj Mahal” ad for the tourism ministry.
Leo Burnett won a bronze Cyber Lion for its campaign for Luxor. The entries were titled “Pop Up” and “Highlight What’s Important” and had an animated marker appearing on the computer screen. This is India’s first Cyber Lion, said a jury member. Three separate Grand Prix prizes were awarded. Projector Tokyo won a Grand Prix for its “Uniqlock” entry for advertiser Uniqlo. Mediafront Oslo won the prize for its “SOL Comments” entry for “Scandinavia Online”. 42 Entertainment Pasadena won for its “Year Zero” work for client Trent Rezbor/Nin.
In design, Leo Burnett won a Gold Lion for its Luxor posters work. JWT India won a gold for its Care Foundation work called “Burden” and bronze for the entry “50 Cent” for MW.Com India.
Manish Bhatt, vice-president and executive creative director for Contract, said he was heartened that inspite of Aadhar being an entirely copy-led campaign, it had touched a chord with the jury.
K.V. Sridhar, national creative director for Leo Burnett India, said the P and G Tide lipstick press entry was an innovative concept, showing a double spread with a man and a woman on either side. While putting the pages together, the woman’s lipstick gets stuck to the man’s shirt. “Put stains where they belong.” Luxor’s ‘Highlight What’s Important’ cyber ad shows a pop-up of a marker used to underline important text. “In an era of information overdose, you need something like that, which would highlight important text. If ideas are good, they will fly anywhere,” he said.