After a rather slow opening, and constant conversations of 2011 being one of India’s lowest years, Indian agencies have managed to bounce back at the Cannes Lions International Festival of Creativity 2011. In all, India has cornered 24 Lions, comprising one Creative Effectiveness Lion, three Gold Lions and 10 each of Silver and Bronze Lions. The final three categories – Film Craft, Film Lions and Creative Effectiveness Lions - had many surprised, as all the shortlisted entries were awarded a metal.
After the glory of 2008, when India won 23 Lions, including a Grand Prix, and the winning trend maintained in 2009 with 25 Lions, 2010 had dampened many spirits with India’s metal count stopping at 17 Lions. A tally of 24 left the India camp in high spirits on the last day of the Festival.
It is no surprise that leading the India tally is Mudra Communications. And Mudra’s wins come on the back of its entry ‘Silent Anthem’, done for Reliance Media Works. Mudra’s tally includes three Silver Lions, five Bronze Lions and nine shortlisted entries, taking its total to 39.
In conversations with exchange4media, Bobby Pawar, CCO, Mudra Communications, has said, “I am greedy, I want more.” The sentiment did not change till the end of the Festival, in fact.
Just as Silent Anthem was pushing Mudra forward, Gillette’s Shave Sutra was keeping BBDO India high on the charts. But the real game changer for the agency came from W.A.L.S., for which BBDO India won a Creative Effectiveness Lion. Prior to this, Mudra was leading the charts with a large margin. The 10 points coming from Creative Effectiveness Lion has narrowed the gap between Mudra and BBDO, not to mention BBDO India officials got the rare chance to be on the Cannes stage to receive the award. BBDO India is the second highest ranked agency at Cannes Lions 2011.
The third highest is Ogilvy India. The Film Craft Gold has taken the agency up in the order, replacing the likes of McCann Worldgroup, Lodestar UM and Out of the Box. On number three position, Ogilvy India is happy. Speaking to exchange4media on the Festival, Rajiv Rao, NCD, Ogilvy India, said, “We at Ogilvy are happy with our performance. The Indian Railways Gold was special, because more than being a big client, this was is a special client for us. The work is real and big. We have always worked towards doing great work, and awards follow. It just proves that great work gets awarded also.”
McCann Worldgroup scored a total of 11 points at the Festival, which included one Silver Lion, one Bronze Lion and three shortlists. And the agency is the fourth most awarded at Cannes Lions 2011.
Of India’s three Gold Lions, two came from Lodestar UM and Out of the Box. The Golds allowed these two agencies to tie with TapRoot India on the number five position.
With only a Silver Lion each, Maxus India and TBWA\India tied at the eighth spot.
And two agencies – Grey Worldwide India and Sorento Healthcare – tied for the tenth spot.
JWT India, with its single Bronze Lion, is on the 11th spot. Colvyn Harris, CEO, JWT India, said, “Cannes is our global creativity Olympics, so really delighted with winning a Bronze for Airtel. From a global standpoint, JWT has had a great year, the best ever. With specific reference to India, we could have done better, and we must do better. Next year is next year. We'll do better for certain.”