India had no luck in Promo & Activation and PR Lions categories at Cannes Lion 2012. Last year was India’s best year so far in PR Lions as it grabbed three Silver Lions. Promo & Activation Lions also added two Bronze Lions to India’s winning list.
In all, 251 entries had been shortlisted to compete in Promo & Activation Lions this year, from the 2674 entries received. The number of Indian entries in this category was 85, out of which four Indian entries had been shortlisted for the final round.
A total of 86 entries made it to the Promo & Activation Lions final list. Crispin Porter+Bogusky Boulder's campaign for American Express, 'Small Business gets an official day' won the Grand Prix in Promo & Activation Lions.
Sixty entries were on the final shortlist of the PR Lions category. Of the 1130 entries received in this category, 134 entries made it to the shortlist. Indian agencies sent in 19 entries for this category and one – The Practice Porter Novelli – had qualified for the final shortlist.
JWT San Jaun’s ‘The Most Popular Song’ campaign for Banco Popular de Puerto Rico fetched a Grand Prix in the PR Lions category.
Talking to exchange4media about India’s performance in the PR category, Sunil Gautam, Founder, Hanmer MSL and Jury Member for PR Lions at Cannes 2012 said, “This is the fourth year for Cannes PR Lions. There were 1130 entries for Cannes PR Lions 2012, and 134 entries were shortlisted. India had entered 19 entries. Now let us look at it the other way. 1130 entries came in from 61 countries, and India ranked 16th in the total number of entries from a country. Considering that PR is the youngest in the communications disciplines in India, this figure is really commendable.”
Gautam also mentioned that the overall quality of PR work presented at Cannes 2012 was of very high standard and Indian campaigns came up for interesting discussions and comments. There were interesting works from emerging markets such as Brazil, and also from the countries such as Sweden and Australia.
“My advice to the Indian Public Relations industry is to focus on innovative strategies, immaculate execution and measurable results in such a way that the campaigns that they implement for a client are a huge success. Also, PR companies should not plan campaigns from a short-sighted view of just winning awards,” added Gautam.