The action at Cannes Lions 2006 has finally culminated, the awards have been given away, the wins are being toasted, while the losses are being deliberated upon. India’s finally tally at the Awards reads 12, the same as it was on June 21, 2006, which means no wins in the Films category nor in the Titanium Lions.
Looking at the overall scene, there are four Golds (two for JWT, one each for O&M and Rediffusion DY&R), three Silvers (Rediffusion DY&R, O&M and Leo Burnett), and five Bronzes (Everest Brand Solutions and two each for Madison Communications and Leo Burnett).
Category wise, in Lions Direct, Rediffusion DY&R won a Silver. JWT has won a Promo Lion – there are no Silvers or Bronzes in the category. The Promo Lion comes second only to the Grand Prix.
India drew a blank in Radio Lions. In Outdoor, O&M and Rediffusion DY&R won a Gold, while Leo Burnett and Everest Brand Solutions won a Bronze each. India’s performance in Media Lions was average with Leo Burnett drawing a Silver and Madison bagging two Bronzes for P&G and Cadbury.
In the Press category, JWT India won a Gold, O&M India won a Silver and Leo Burnett India a Bronze. Tribal DDB has one shortlisted entry in Cyber Lions, but no wins. The Indian agencies making it to the Film shortlist included Leo Burnett with three shortlists, O&M, JWT and Publicis with one shortlist each. Here, too, there were no wins.
Some Indian agency honchos present at the event see the 12 wins as a good number. Piyush Pandey captured this point of view saying, “I wouldn’t say that we have become world champions already, but we definitely have become world players. We had a bad year in 2005, but the boys have bounced back and this is a really good performance.”
McCann Erickson’s Prasoon Joshi, Grey Worldwide’s Prathap Suthan and Ambience Publicis’ Nakul Chopra agreed with this.
Some international names like DrogaFive’s David Droga, JWT’s Craig Davis and Universal McCann’s Nicholas Brian also opined on similar lines. Said Droga, “In some categories like Press, the country has done very well and that shows strength in that medium. In categories like films, however, there wasn’t much that we saw.”
Prasoon Pandey, Jury member for Press, added here, “The only criterion for deciding on a winning ad was idea. It was not that there weren’t any good ideas, but there were better ideas in the categories that had good ideas from India too and the categories that really didn’t have that many good ideas, didn’t have anything different coming from India. What you will see is us losing to great work in the category done by some of the other experts.”
The fact countries like Japan and China have had a better count – Japan actually won the Titanium – needs to be pondered upon by Indian agencies and definitely a need to revisit the Indian creative thinking pattern.