Cannes Lions 2012 has announced shortlisted entries for the Direct category. A total of eight entries have made it to the shortlist from India.
McCann Worldwide India's 'Keeping The Legend Alive' campaign for Saregama India has been shortlisted.
BBDO India's two entries – ‘India's First D.I.Y Calendar For Babies' campaign for Johnson & Johnson and 'World's Youngest Job Applicant Plan India' campaign for Child Welfare fund has made it to the shortlist.
Leo Burnett's 'Ink Pad Door Step School' campaign for Door Step School has been qualified for the finals.
Ogilvy & Mather India's 'Ifold Vodafone India Saving Paper' campaign for Vodafone India, DDB Mudra India's 'Growing Trees Prism Papyrus Private' campaign for Febdrigoni, Cheil Worldwide's 'Minus One Project' campaign for Samsung Printers and M&C Saatchi's 'Limited Edition Sydney Dog's And Cat's Home' campaign for Animal Shelter are the other Indian entries that are in the shortlist for the Direct category.
Gideon Amichay, Former Chief Creative Officer and Joint Managing Partner of Shalmor Avnon Amichay/Y&R Interactive Tel Aviv (1994-2011) is the Jury President and Manish Bhatt, Founding Director of Scarecrow Communications is the Jury Member from India in the Direct category this year.
The number of entries submitted by Indian agencies in the Direct category has increased from 90 last year to 108 this year. There is also an increase in total number of entries, with 2357 entries from 72 countries been submitted this year – an increase of 27 per cent compared to 2011.
The Jury has judged the Direct category based on four aspects – strategy, creativity, execution and results. Strategy and execution will each account for 20 per cent of the vote, with creativity and results each accounting for 30 per cent.
The Direct Lions, dedicated to all forms of direct marketing, was launched in 2002 to showcase and honour the most creative and innovative Direct Marketing solutions.