After winning a Grand Prix in 2008 in the Direct Lions category, getting no Lions in 2009 and in 2010 was disappointing. Like Promo and Activation Lions, this year saw the highest number of entries ever from India in this category. However, Jury Member Ramesh Iyengar, Chairman & MD, Select Direct Marketing Commns, reminded that numbers did not matter when the work was not good.
Iyengar said, “The recession, I think, was one of the reasons why clients were not doing much in the category and that reflected in the wins. That said, the entries missed on building the context, agencies didn’t focus on the results quotient, and clearly the quality of ideas was not as good.”
Iyengar echoed the points made by the Promo and Activation Lions jury member. He further explained, “Some of the entries were able to make power of the proposition and build the emotional connect, but due to the results aspect, were not able to make it.”
Explaining his point further, he informed that Bates 141’s Stolen Signature was a good idea, but did not appear contextually relevant to jury members. In the case of the ‘Bachpan Bachao’ entry from McCann, the jury didn’t believe in the scale of the idea. Another jury member that made this point was Peter van Leeuwen, Creative Business Partner, van Wanten Etcetera.
The presentation of entries from India paled in front of the other global entries, and that is one key area, along with the focus on results, that needed more attention from the Indian agencies.