India failed to open an account in the Mobile Lions category at Cannes Lions 2017. Last year, PHD India’s “Lo Kar Lo Baat” campaign for HUL’s Active Wheel detergent had found its way into the shortlist.
A total of 150 entries made it into the Mobile Lions shortlist this year. This now means that Indian agencies have failed to make it to three shortlists this year. These include Mobile Lions, Cyber Lions and Creative Data Lions.
A no-show in this category increases pressure on other categories for India to win and beat its overall tally of over 27 Lions from last year.