DDB Mudra has won India a Gold Lion and a Bronze Lion in the Design category for its work done for Ministry of Tourism’s Incredible India. There were eight shortlists from India in the category, of which DDB Mudra had six.
There were only 20 Gold Lions awarded in the category this year, which is much lower than the previous wins in Design Lions.
Speaking on the Incredible India entry, jury member, Abhijit Bansod of Studio ABD said, “It works magically to get closest to phonetic sound of what you writing in English and closest in Hindi. It stood out amongst a lot of typography work that we saw in the category. It deserves the two Lions – Gold and Bronze – that it has got. It is a good beginning that brings two different cultures together in a very serious kind of typography. We believe it would inspire a lot of typography work, of bringing different languages together.”
The number of entries submitted by Indian agencies has decreased with 134 entries submitted this year as compared to 139 last year.
Bruce Duckworth, Creative Director, Turner Duckworth is the Jury President for Design Lions.
Launched in 2008, Design Lions celebrates the creative and use of design as a lever to influence consumers and its use as an aid to the communication of brand and product messages. Based on four aspects, entries will be awarded for their creativity, originality, execution and the level of consumer engagement.
About 2182 entries from 62 countries – an increase of 23 per cent – compared to 2011, were submitted in this category.