Contrary to popular thought that agencies in India lack film craft skills, at the Cannes Lions International Festival of Creativity, this is one category, where India has once again bagged a Gold Lion. India had won a Film Craft Gold in 2011 as well.
This year, the award goes to Ramesh Deo Productions for the film ‘I am Mumbai’ that the agency had produced for TapRoot. TapRoot created this ad film for its client Mumbai Mirror from The Times of India Group. According to Cannes Lions system the award goes to the entrant company, which in this case is Ramesh Deo Productions.
Sneha Iype Verma, Executive Producer, Founding Partner, Nirvana Films, whose work for Ogilvy India had won a Film Craft Gold Lion last year, was the jury member from India this year in the category.
In a conversation with exchange4media, Verma said, “Film Craft is always tricky, since there are so many layers to it and it is important to see how the whole piece comes together. ‘I am Mumbai’ for Mumbai Mirror is a commercial that stands out and speaks on the issues that people in Mumbai face. It is bold and directed very well. Unanimously, there was a room full of 10 people who had clear views of why it should be a Gold winner. I think it is great that this has come from India and is something that we can be proud of.”
The Grand Prix in the category was awarded to Canal +’s Bear commercial that was done by BETC Paris. While the production company for the ad is Soixante Quinze Paris, the entrant company, and hence the award winner for the Grand Prix is the agency BETC Paris.
Jury President Espen Horn, Executive Producer, Motion Blur said that the category was about judging the craft behind the commercial and enhancing and developing the craft. The Grand Prix winner scored on many different aspects of craft very elegantly and hence has seen more awards in the category’s subsets.
The other contestants for Film Craft Grand Prix included P&G’s ‘Best Job’, Guardian ‘Three Little Pigs’ and Lurpak’s ‘Rainbow’.