The winners for Media Lions were announced today. Out of six shortlisted entries, two winners emerged from the Indian contingent. Rediffusion Y&R Mumbai bagged a Silver Lion and PHD India Mumbai won a Bronze Lion.
Rediffusion Y&R bagged the Silver Lion for Tata Motors' 'Dipper Condoms' campaign under the Public Health & Safety sub-category. The objective of the campaign was to reach out to truckers in a language that they understood best. In India, every truck has the line ‘USE DIPPER AT NIGHT’ at the back - which means "Dip headlights at night." So Rediffusion Y&R created a condom brand and named it ‘DIPPER’. It was then packaged by taking inspiration from truck art, a form of cult art that truckers and the trucking community could connect with.
PHD India bagged the Bronze Lion for Hindustan Unilever's 'Lo Kar Lo Baat' campaign for Active Wheel Detergent for its use of mobile.