Cannes: Indian entries reaped a harvest of Bronze Lions on Tuesday, the third day of the 55th Cannes International Advertising Festival, for ads that plugged products ranging from incense sticks to notebook computers.
In radio, Mudra Communications Pvt. Ltd won two bronze prizes for the commercials it made for incense brand Cycle Agarbatti. The commercials Om Jai Jagdish and Jai Dev feature the devotional songs in a cycle-bell rendition, and were a big hit with the jury. “The cycle bell is a shrill and powerful sound. It transports you to another place,” said Tom Murphy, creative director, St John’s, Canada, who was on the jury.
But for Mark Gross, senior vice-president and group creative director of DDB Chicago and jury president of the Radio Lions, the Shutter Chance radio spot for Canon Marketing Japan, done by Dentsu Tokyo, was a clear favourite.
The spot, which also won the Grand Prix, talked about Canon’s two-second-click camera and said life could pass one by without a camera that is fast enough.
Bobby Pawar, chief creative officer of Mudra Group, said it was heartening that jurors were appreciative of ideas rooted in Indian culture.
“It doesn’t use a lot of words, and hence it’s impactful,” Pawar said of the Mudra commercials. “Sometimes you can say less, and hence so much more,” said Pawar.
In Outdoor Lions, the Grand Prix went to Voyeur Projection Installation, done by BBDO New York for client HBO, which told the story of the residents of a New York City apartment building during live outdoor screenings.
Prasoon Joshi, chairman, McCann India and jury president for Outdoor Lions, said: “Outdoor is the only medium that has life before and after it. All of us are voyeuristic... we look at life and observe things around us all the time.”
It was also bronze all the way for India in the Outdoor Lions category.
The ‘Building’ outdoor entry for Anando milk, done by McCann Erickson India, was executed in such a way it appeared that a boy on the hoarding was in fact moving the building.
Luxor Writing Instruments entries ‘Che’, ‘Charlie’ and ‘Adolf, done by ad agency Leo Burnett India, won three Bronze Lions. JWT India’s ‘Twins’ entry for Reynolds permanent marker also won a bronze.
In the Media Lions category too, India won two Bronze Lions. Publicis India won for Hewlett-Packard’s ‘Thin cover’ entry while Ogilvy and Mather Kolkata won another for ‘Bach Gavotte,’ done for Calcutta School of Music.
The Grand Prix went to the entry ‘MMS’ for advertiser AMF Pension done by media agency Forsman and Bodenfors Gothenburg.
Shashi Sinha, CEO of Lodestar Universal who was on the jury, said of the HP notebooks winner from India that the computer-maker created cases exactly like the thin notebooks it was selling. IT professionals are often sent technology magazines enclosed in the case.
Sumanto Chattopadhyay, executive creative director, South Asia, at Ogilvy and Mather India said, “For the Calcutta School of Music, we replicated Western musical notes (as they are on a page) on to telegraphic wires. In addition, we played music which passers-by could hear.”
“Also, there were kiosks informing people that they could learn Western music here. I am excited... since I think that this could be the first time that any Kolkata-based office has done work which has won at Cannes,” he added.