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Cannes Lions 2011: McCann scoops India’s single Bronze in Radio

22-June-2011
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Cannes Lions 2011: McCann scoops India’s single Bronze in Radio

The only Indian agency that made it to Radio Lions shortlist was McCann Worldgroup, and of the two entries shortlisted including three pieces of work, the entry for Onida in the Home Appliances, Furnishings, Electronics & Audio Visual subcategory has won a Bronze Lion campaign.

Net#Work BBDO Johannesburg’s work for Mercedes Benz, with three entries titled, ‘Bud’, ‘Love’ and ‘Toby’ was awarded the Grand Prix campaign in the category. (Listen to the ad here)

The winning radio spot from McCann plays a distorted tune in the beginning that hooks the listener. The brand message is then echoed through a voice over saying ‘Fun to listen to, it will be lousy to watch. Only Onida DVD players play all discs, including the scratched ones’. The message is conveyed in a very simple yet impactful way. (Listen to the ad here)

Speaking more on the entry from India, jury member Nitesh Tiwari, Executive Creative Director, Leo Burnett India said, “This is also a domain that faces a lot of clutter. The Onida work, because of its simplicity and the surprise element, stood out. It sounds like a DJ mixing a scratch of a popular movie dialogue, with repeats of words like a disc is stuck. Then the tagline, ‘Nice to hear, Bad to watch’ just surprises you that it is an ad, and it drives the point home. It was very good work.”

Eugene Cheong, Regional Executive Creative Director, Ogilvy & Mather Asia Pacific, who was the Jury President of the category, minced no words in stating that 80-90 per cent of the work in the category itself was substandard. Specific to India, he stated that there was a lot of use of music in the work from India. He added that most other countries also made use of voices and the likes.

He pointed out, “What we were after was original idea and innovation than just funny sounds. The work from some of the markets made use of some very basic humour. The entries that finally won the Golds, and were competing for the Grand Prix, were great ads that were uncommonly done. Their humour and texture just make them an instant hit. If you see our final Grand Prix winner, that was innovation, and playing to the medium’s advantage.”

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