Cannes Lions 2011 got underway on June 19, 2011. And the first of the shortlists – Direct Lions – has been announced. Three Indian agencies find a place in this shortlist. Mudra Communication has four entries shortlisted in Direct Lions, Grey Worldwide and Contract Advertising have one entry each shortlisted. In all, India has six entries shortlisted in Direct Lion category.
In comparison to the 105 entries from India last year, this year 90 pieces of work would be competing from India. There is an increase in the overall entries from 1,441 to 1,858 this year.
Alexander Schill, Global Chief Creative Officer, Serviceplan Group, is the Jury President, and Raj Nair, Regional Creative Director, Mumbai & South, Contract Advertising, is the jury member from India for this category.
Mudra Communication has found a place in the Direct Lions shortlist for its work on Ayurveda Research Labs, Union Bank of India and Reliance Media Works. For its work on Ayurveda Reserch Work labs, titled ‘Disappering Discounts’, the agency has bagged two shortlist entries in the Flat Mailing sub-category and Traffic and Brand Building sub-category. The work for Union Bank of India, titled ‘Bouncing Mails’, has been shortlisted in the Flat Mailing sub-category, while the agency’s work for Reliance Media Works, titled ‘Silent National Anthem’, has been shortlisted in the Best Low Budget Campaign sub-category.
Grey Worldwide’s work for its client Procter & Gamble, titled ‘Magic Drain Opener’, has been shortlisted in the Ambient Media & Print Collateral, Non-Mail (Small Scale) sub-category.
Contract Advertising’s work for JK Tyre & Industries, titled ‘Soles with Souls’, has been shortlisted in the Business Products & Services sub-category.