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Cannes Lions 2017: Prasoon Joshi and Amit Akali upbeat about leading Pharma shortlist

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Cannes Lions 2017: Prasoon Joshi and Amit Akali upbeat about leading Pharma shortlist

It was celebration time for India on the inaugural day of the 64th Cannes Lions Festival of Creativity as shortlists for the Health & Wellness Lions and Pharma Lions were announced. Leading  the Pharma shortlists were campaigns from McCann Health (New Delhi) of McCann WorldGroup, and Medulla Communications, while work from Ogilvy & Mather, Mumbai, McCann Health (New Delhi), Taproot Dentsu and Leo Burnett India figured in the Health and Wellness shortlists.

Talking about the ‘Immunity Charm’ campaign, created by McCann Health, New Delhi, for the Ministry of Public Health, Islamic Republic of Afghanistan, that has won multiple Pharma shortlists, Prasoon Joshi, CEO, India and Chairman (Asia Pacific) of McCann Worldgroup, said, “We are really proud of this piece of work, which would not have happened without the culture of collaboration at McCann WorldGroup in India. When an idea is seeded in culture and finds a meaningful role in people's lives, the impact and salience is far-reaching. This idea does exactly that.”

Talking about the shortlists from Medulla Communications, Amit Akali, Chief Creative Officer of Medulla Communications, and also a Pharma jury member, said, “The Palliative Care campaign, of course, won big last year. And to repeat it again this year with four shortlists is fantastic. We had seven entries - so, to get four shortlists is obviously great. This work isn’t just a repetition of an idea that was there; last year’s was a completely different campaign. It is one of my favourite campaigns, and actually the toughest campaign to pull off in my life, with a topic that’s taboo in India, and a complicated one like ‘palliative care’. The biggest reward for the campaign has been the fact that it’s become a part of regular culture. We have done fantastically well in the past. I am hoping it will pick up metals and we will go up on stage, but beyond that it doesn’t really matter.”

On India winning so many shortlists and another great year for India, Amit Akali said, “I am so proud that India has won so many shortlists. The work from India completely stood out in the jury room because they came from cultural insights, because they actually solved problems, because they came from tradition, and I think that’s the difference and why India is doing so well in the Health and Pharma categories.”

Lions Health is the Cannes Lions category focused on life-changing creativity. Mike Rogers, Serviceplan Health & Life Creative Partner, is the Health & Wellness Lions Jury President. June Laffey, Executive Creative Director, McCann Health, Australia and South East Asia, is Jury President for the Pharma Lions. “I am really happy to see that there has been some great stunning work coming out of India in every category, and therefore they made it to the shortlist,” Mike Rogers told exchange4media.

Read more on the shortlist for the Health & Wellness and Pharma categories here.

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