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Writer: exchange4media News Service - Monday, Jun 23,2014 9:25 AM
Cannes Lions 2014: How well did India fare this year?

As the 2014 edition of Cannes Lions Festival of Creativity concludes, all eyes are on India’s performance this year and which agencies outshone the others at the winning metals.

India continued its dismal performance in Titanium & Integrated Lions category with no shortlists last year as well as this year.

In the Creative Effectiveness Lions category, the story remains the same. While Lowe’s Help A Child Reach 5 missed the mark this year, McCann Melbourne’s Guilt Trip for V/Line won Creative Effectiveness Grand Prix.

In Branded Content & Entertainment Lions, JWT emerged with 2 Silver Lions while Lowe won a Bronze Lion. This is notable as last year, India didn’t even make it to the shortlist.


JWT also shone in the Cyber Lions category with 1 Silver Lion and 2 Bronze Lions while O&M received 1 Bronze. Last year, no Indian entry was shortlisted in the category.

Indian agencies have fared well in categories they missed out on last year such as Cyber, Branded Content & Entertainment, Direct and Mobile Lions.

In the Film Craft Lions category, in 2013, Ramesh Deo Productions had won 1 Bronze Lion while this year, JWT wins a Silver in Film Craft Lions for Nike’s ‘Make Every Yard Count’ campaign.

In 2013, no single Indian entry was shortlisted in the Mobile Lions category. This year, Lowe & Partner’s Kan Khajura Tesan created waves with 1 Gold Lion in the category.

In the Outdoor Lions last year Taproot had grabbed 2 Gold Lions, Grey picked up 2 Bronze Lions and O&M bagged 1 Bronze while this year, McCann bagged two Silver Lions campaign and two Bronze Lions campaign.

In the Innovation Lions category last year, no Indian entry was shortlisted, while this year PHD India’s Kan Khajura Tesan was shortlisted but failed to win any Lions.

In the Film Lions category, Lowe & Partners had made it to the shortlist last year while this year, JWT India bagged a Bronze Lion for Nike campaign in Film Lions category.

While last year India failed to grab any metals in the Media Lions category, this year India scored three metals in Media at Cannes Lions 2014 – including two Golds for PHD India/ Lowe & Partners and a Bronze for Ogilvy & Mather Mumbai.

No Indian entries won in the Promo & Activation category this year, as was the case last year.

India’s performance in PR Lions was better this year. O&M Mumbai's entries for HUL & The Akanksha Foundation, Publicis' campaign for Apollo Tyres, & BBDO India's campaign for P&G were in PR Lions' shortlist last year. This year, O&M won 1 Silver, 2 Bronze Lions & Havas won 1 Bronze Lion in PR Lions category.

McCann India won 2 Silver Lions for ‘Share My Dabba’ in Direct Lions category while last year, Leo Burnett and DDB Mudra had made it to the Direct Lions shortlist from India for the work for Coca-Cola and Aarambh, respectively.

Grey Worldwide India won a Gold Lion campaign in Press Lions this year while, JWT won a Bronze Lion campaign. In 2013, India bagged 4 Golds, 2 Silvers & 5 Bronze Lions in Press Lions.

No Indian entry featured amongst the 166 shortlisted entries for Radio Lions last year. This year entries by McCann World Group, Ogilvy & Mather and JWT India were shortlisted but failed to win any Lions.

O&M bagged a Gold Lion at Design Lions; McCann won Bronze Lion Campaign this year. India won 2 Golds, 2 Silvers and 8 Bronze Lions in the Design category last year.

No entries were shortlisted in the Product Design Lions category from India.

Below is a table on India’s wins this year:

Category Gold Silver Bronze
Branded Content & Entertainment   2 1
Creative Effectiveness - - -
Cyber - 1 3
Design 1 - 1
Direct - 2 -
Film - - 1
Film Craft - 1 -
Innovation - - -
Media 2 - 1
Mobile 1 - -
Outdoor - 2 2
PR - 1 3
Press 1   1
Product Design - - -
Promo & Activation - - -
Radio - - -
Titanium & Integrated - - -
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