Even though the number of entries in PR Lions increased this year by 43 per cent in comparison to last year, the number of metals awarded dropped from 44 of last year to 39 this year. The India camp can still celebrate because this has been one of the best years for India in PR Lions with three Silvers. In 2009, India had drawn a blank in the category and had won one Lion in 2010.
BBDO India’s work for P&G’s Gillette ‘Shave Sutra’ won a Silver each in Consumer Goods, including FMCG and Household Products subcategory and Best Launch or Re-launch subcategory.
Mudra Communications’ work for Reliance Media Works, titled ‘Silent National Anthem’, won a Silver Lion in the Best Use of Broadcast subcategory.
The Grand ‘Prix’ Break Up
The Grand Prix in the category was awarded to Clemenger BBDO Melbourne for ‘Break up’, done for National Australia Bank.
Speaking on the Grand Prix, Dave Senay, President & CEO, Fleishman-Hillard, who was the Jury President for PR Lions, said, “This was one of three or four Gold medallists competing for the Grand Prix but at the end, we were clear this was our winner. This work was a brilliant example of positioning a service, while de-positioning competition. It was based on the insight that the banking industry had recently undergone a crisis, that has left deeply rooted imprints in our psyche even today and most consumers think all banks are the same.”
Elaborating further on the idea, Senay said, “Break up was a clever idea that the brand used as a massive force against competition and it was very well integrated across media platforms. Even the use of Twitter to kick off the campaign displayed a brilliant understanding of the dynamism of social media. The idea had set a high standard and the execution rose to excel on that standard.”
The India Wins
BBDO’s Shave Sutra has been another strong contender at the Cannes Lions so far. ‘Shave Sutra’ is a communication idea undertaken to communicate the pleasure of shaving with the new Mach 3 Sensitive razor. It’s an on-going consumer engagement programme that began in February during the Shave India Movement 3. The concept was based on the insight that 72 per cent of women found the act of shaving their man sexy (Nielsen Study). The idea was to get women to shave their men in fun positions. “So we created Shave Sutra – shaving positions inspired by the ancient texts of the Kamasutra,” explained Josy Paul, Chairman and CCO, BBDO India.
The Gillette Shave Sutra programme involved many elements and media touch points such as social media, digital activities, TV news, press news, celebrity endorsement and special packaging and instructional videos.
Needless to say, Paul is elated with the two Silvers. Speaking to exchange4media, he said, “When we opened an ashram in Mumbai, we felt that we were doing something good. Everyday we lit candles and agarbattis to invoke the jury at Cannes. It worked! We won 14 nominations in two days, and two shiny Silvers so far! Our ideas helped of course, and the faith of our brave amazing clients. We are leaving right now to light diyas and incense sticks in front of our client’s offices... to thank them for being our creative partners.”
Bobby Pawar, Chief Creative Officer, Mudra Communications was delighted with ‘Silent Anthem’ winning in the PR category too. He said, “It was contesting as a strong entry in that category. We are happy this entry has done this well.”
Will the real PR agencies please enter?
Veena Gidwani, Chief Executive Officer, Madison Public Relations, who is the jury member from India for this category, observed, “Shave Sutra had all the right elements – the consumer insight on Indian men and how they behave, a creative idea that was executed well and finally delivered results for the advertiser. Silent Anthem touches a chord and again, is a well-executed work.”
However, Gidwani also pointed out that the category was fairly under-represented from India. “Some very good work was not entered. PR agencies really did not send in work and some categories that score for PR did not see a lot of participation. But what we saw was very good work. At the time of judging, we don’t know which company has entered the work and it so happens that both these are from advertising agencies.”
While Gidwani was positive on the work from India that she saw in the category, she also advised that entries should pay attention to criteria that matter when the entry is being packaged. The entry should be easy for an international jury to comprehend.
Gidwani stated that awareness around platforms like Cannes Lions in the PR industry in India was required.