Dainik Bhaskar
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Writer: Noor Fathima Warsia - Wednesday, Jun 22,2011 11:35 AM

Cannes Lions 2011: Lodestar leads Media with Gold; Maxus follows

The Cannes Lions International Festival of Creativity announced the Media Lions winners on the third day of the Festival. Lodestar UM has won a Gold Lion for L’Oreal’s Garnier for the World’s First newspaper on 100 per cent recycled paper. With this, India has begun its Gold count at Cannes.

The other winner in the category was Maxus India, which won a Silver Lion for Tata Sky’s ‘We mixed India’.

Jury member Nandini Dias, COO, Lodestar UM pointed out, “These two entries had also done very well at the Media Abby Awards at GoaFest. Winning at a platform like Cannes Lions, is also indicator that our work is as global as any other work in this space.”

Dias said that the quality of the overall work from India was “good”. She added, “Presenting right context to a jury is very important so they understand what that work achieved for the client, or for the cause at hand. Comparison of the kind of ideas that are coming from some of the other markets may not be the right thing to do, simply because market dynamics are very different. Take the example of Canada, the market has 35 per cent smart phone penetration. Some of the things you can do with that, which would really impress an international jury, cannot be even thought of in a market such as India, where smart-phone penetration is perhaps 2 per cent.”

Speaking on the L’Oreal entry, she stated that winning in the FMCG category, where the competition was with the likes of Unilever and P&G products, was in itself an achievement. “It is a very competitive category and these are very savvy marketers. To get a Gold in that category was quite something,” she added.

The Grand Prix in the category was awarded to Cheil Worldwide for the work done for Tesco, entry titled ‘Homeplus Subway Virtual Store’. Tesco built an interactive wall in the subway, where daily commuters could shop household items scanning the product with their mobile, buying what they had wanted and the product would be delivered to them when they reached home.

Jury President, MPG’s Global CEO, Maria Luisa Francoli Plaza, said, “It was just wonderful how the entry had used the outdoor medium and built ecommerce into advertising. It was cleverly executed idea and it positioned Tesco as a progressive retail brand. By the end of our discussions, we were clear that this was the Grand Prix winner.”

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