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Cannes Lions 2011: Mudra’s Silent takes it to top; BBDO’s Sutra follows

21-June-2011
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Cannes Lions 2011: Mudra’s Silent takes it to top; BBDO’s Sutra follows

After the shortlists of day one, Mudra and BBDO India leading the charts was no surprise. The competition is close right now. If the Cannes Lions Agency of Year calculations are applied, Mudra Communications, given its shortlists and wins, scores 19 points. BBDO India, on the same counts scores 18 points. By end of day two, these are the only winning agencies. Even as the metal count for other agencies has not begun, the shortlists have won Cannes Lions points to 10 other agencies from India.

Greedy and Hopeful: Mudra’s Bobby Pawar
The only entry from the agency winning so far is the ‘Silent Anthem’ for Reliance Media Works. Was Mudra expecting this at Cannes Lions? “I was hoping for it. This piece of work was not like a commercial, it was different and an experiment of a kind. We at the agency are very fond of this work, it touches a chord with us but we are seeing how it goes.”

Pawar is happy with the wins but by his own admission, he can do with more. “I am a greedy man! This is good but I can be happier.” He did not shy from stating that the shortlists from some of the other categories, such as Press Lions, were disappointing this year. He said, “Some of the work that was expected did not make it to shortlist. Things sometimes don’t really turn to be as you imagine. So we are just seeing how it comes. We have rolled the dice -- we have done the work and have put it out, now let’s see what it does.”

Does it bother that only two pieces of work from India are winning? I think it is too early to make a comment on that. The festival has just begun. We have been stronger traditionally in print, outdoor, even though shortlist is not too much this year but still.”

Tough Times Pay Off: Josy Paul
For BBDO India too, the winning work so far is ‘Shave Sutra’ for Gillette. BBDO India’s Chairman and Chief Creative Officer Josy Paul told exchange4media, “It has been 100 per cent conversion for us so far, and it really feels too good to be true. Our work has been awarded by an international jury, and to be accepted like this equally by all the different juries is just an amazing experience. Most of what we entered has either made it to the shortlist or has won, this has never happened to me more.”

Paul believes that it is the agency’s present culture and input of the last three years that is reaping results. He said, “It feels like we judged ourselves fairly brutally. We have been very tough on ourselves in the last three years, and everyone has given their best.”

BBDO India is also very hopeful for its work done for White Collar Hippies. Paul said, “I believe what we did there is truly path-breaking and I am looking forward to what the jury would be saying for that work.”

But as both creative heads remind us, the festival has only just begun...

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