While India managed to get just a metal each in Radio and Media Lions on Day Three of the Cannes Lions International Advertising Festival, maximum cheer for the country came only from Outdoors, where it won two Silver Lions and two Bronze Lions.
While Mudra DDB Group (Bangalore Traffic Police) and Ogilvy & Mather (The Economist) got a Silver Lion and a Bronze Lion, respectively, Creativeland Asia bagged two metals – a Silver Lion for Parle Agro’s Frooti campaign and a Bronze Lion for Cholayil (Medimix).
It was great show for India in Outdoors Lions, considering only seven broad entries had got shortlisted. The list though may not look as impressive if compared to last year, when India had won 11 Outdoor Lions, which was one of the highest ever won in the category.
The agencies that missed out winning a metal, but had made it to the shortlist were Bates 141, which had a shortlisted entry for Steadler and TapRoot India for TransAsia Papers. Ogilvy & Mather’s campaign for GlaxoSmithKline, too, missed out.
Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia, and member of the Outdoor Jury 2010, said, “Frooti campaign for Parle Agro engaged the consumers well. And it is the way forward for India, which needs to start thinking.” He added that the campaign had received positive response in India and had been reworked as a TVC.
Kurup further said that the judges had also liked the dramatic representation of social evil of talking on mobile phones while driving. He was referring to Mudra DDB Group’s campaign for Bangalore Traffic Police.
He noted, “It was interesting to find that Outdoor had started integrating other forms of media as well,” and that technology had been the enabler for that.