Top Story


Home >> Cannes 2010 >> Article

Cannes Lions 2010: Ogilvy wins Bronze Lion in Promo; Jury member Vijay Singh on where India lost out

Font Size   16
Cannes Lions 2010: Ogilvy wins Bronze Lion in Promo; Jury member Vijay Singh on where India lost out

The Promo Lions added to the positive news for India on day one, with Ogilvy India winning a Bronze Lion for the AICMED. With just two Indian entries making it to the shortlist, the expectations of the Indian delegation from the category were low, and the Bronze Lion has brought some cheer.

However, 141 Sercon’s Vijay Singh, who was a member of the Promo & Activation Jury 2010, explained that many entries came close in making the cut, but lost out due to presentation and lack of focus on results, which has 30 per cent weightage in scores.

Singh explained, “There were many Indian entries and only two making it to the shortlist was disappointing. My advice to the agencies is that they must try and bring the context and explain whether the work done was able to address the problem at hand, and how well. The entries immediately went to the idea, but it has to bring jury members up to speed on what was the brief, and how they had handled it.”

He also pointed out that in all the entries, results was an important aspect and most Indian entries were either vague or did not have much to show on the results front.

Some of the other suggestions were that agencies needed to understand the category, and the various sub-categories well before entering their works there. Be succinct, be right on point and focus on the idea, Singh advised.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Understanding the round-the-clock nature of change, KG Suresh, Director General, Indian Institute of Mass Communication, in a conversation with exchange4media, talked about his plans to introduce a fu...

The mall has a diverse range of media formats that includes, billboards, backlit kiosk, pillar wraps, product/promotion display spaces etc.

The beauty of the internet business is that as your cost curve flattens, your revenue curve keeps growing up and that's why the valuations are so high, said Ashish Hemrajani, Founder-CEO, BookMyShow