The 59th International Festival of Creativity announced winners for Film, Film Craft, Titanium and Integrated, and the inaugural Branded Content and Entertainment Lions on June 23, 2012. TapRoot India’s ‘I am Mumbai’ – the only Indian shortlist in the category could not bring home any metal in Film Lions this year. India fetched two Bronze in Film Lions last year.
A total of 56 entries were submitted from India in Film Lions, out of which only TapRoot’s work got shortlisted.
Commenting on India’s performance in the category, Priti Kapur, Executive Creative Director, JWT Delhi, also the Jury member from India said, “The only shortlist that we had in this category was TapRoot India’s ‘I am Mumbai’. But this was the media category which had a really tough competition. The judges loved the entry. They really liked the story telling, the concept. The film has won in Craft which is great. But this one was a really tough category.”
Commenting on the work submitted by India over all, Kapur added, “I was hoping to but did not see a lot of work from India. Many agencies I have heard have stopped entering the awards because they think that the nuances and the writing gets lost with an international jury. But I am quite sad about that. I saw in this jury that there was a lot of respect for culture and nuances.”
Creative Artists Agency, USA has won the Grand Prix in Film Lions for its work ‘Back to the Start’ for Chipotle.
Introduced in 1954, the Film category launched the Festival and offers experts from the world of advertising the opportunity to promote themselves by showing their best and most original creative work.