The PR Lions has been the unexpected pleasant surprise for the Indian delegation at Cannes Lions. The one entry that made it to the shortlist has managed to win a Silver Lion. The award goes to BBDO India for the work done for Gillette, titled ‘Woman Against Lazy Stubbles (W.A.L.S.)’.
Jury President Paul Taaffe explained that not just in India but across countries, PR agencies got a “kick in the bum” with advertising agencies taking most awards. He added that he expected the situation to change in the next year, as the PR agencies became more aware and active about the category.
Taaffe explained that some of the best work was coming from the smaller markets, and that markets like Mumbai also had some good PR work to show. Some of the other markets that stood out included Spain, Italy, Sau Polo and Sweden.
PR Lions is the youngest Lion, and also the smallest category. Traditionally, new categories didn’t see a distinction of Gold, Silver and Bronze, but the festival organisers explained that PR had seen enough entries to be able to do that in the second year, and so Golds and Silvers were awarded. There were no Bronze awards given in the category.