In the run-up to the Cannes Lions International Festival of Creativity 2016, a real lion in Mumbai was getting ready to be named after the festival! While every agency in the advertising business looks forward to this season and is busy sending entries to Cannes, Famous Innovations, an independent advertising agency, decided to adopt a real lion, and named him ‘Cannes’.
According to Raj Kamble, Founder and Chief Creative Officer, Famous Innovations, the whole thought behind this unusual step was to utilise the money they had earned to support a cause. “Every year, the Indian advertising industry sends 800-900 entries to Cannes, which would cost approximately Rs 4 crore. Back home, the Jijamata Udyaan zoo (lovingly called Ranichi Bagh) has been missing the roar of a Lion since the last seven years. The agency thought of ending this wait,” said Kamble.
“We are really proud to get a ‘Cannes Lion’. We too love awards and are not against them, but this year we thought, why not do something different? This zoo is very close to our office, and one day my team brought it to my notice that it does not have a lion, I thought that was like missing its soul. That's when we decided that it will be really cool to bring new life to this historic place. Finally, here's a Cannes Lion who can be shared with the whole city of Mumbai," Kamble added.
Watch the video here:
Vikas Gupta, Chief Conservator Officer and Director, Sanjay Gandhi National Park (SGNP), said, “It is a very good initiative that Famous Innovations has undertaken and we at SGNP really appreciate the step. We look forward to hearing from many more such people, who can come ahead and adopt animals.”
At the moment Cannes the Lion is at Sanjay Gandhi National Park and will soon be shifted to a new home.
Meanwhile, exchange4media had a short chat with Kamble on Cannes the Lion and the ongoing festival. Here are some excerpts:
Does Cannes the Lion look like a Gold, Silver or Bronze Lion?
Maybe you should go closer and find out ;)
What is Famous Innovations’ biggest motivation/gain now that you have your own Cannes Lion?
This year, there are 4-5 Indian campaigns that have good chances at Cannes and all are based on some social causes. We thought we should actually support a social cause this time.
Going forward, how will it relate to the agency’s approach to clients/work?
This is just us as an agency giving back to society. We are an independent agency, and we care about the immediate society around us. We are not a network and don't have to send profit to a New York or London office. We like to invest back into our society and people.
Tell us about some of the agency’s work that could bring in a metal Lion!
We had a few cases that would have done well but we decided this year to not send any entries and use the budget towards getting a real one.
You have got a fairly big team at Cannes this time, including many young resources. What is your thought behind it?
I see this cost as an investment. Everything they will see or learn, they are likely to use in their work.
What are you looking forward to at the Cannes festival this year?
India winning many awards and a couple of interesting talks.