8 Indian entries in Direct; only 3 in Promo shortlists
June 18, 07
Noor Fathima Warsia
The Cannes Lions International Advertising Festival (IAF) 2007 announced the shortlist for the Promo Lions and the Direct Lions on June 17, 2007. The winners will be announced on June 18, 2007.
Indian agencies had sent as many as 31 entries for the Promo Lions category, of which only three have made it to the shortlist. These include Rediffusion DY&R Bangalore’s entry ‘Live Ants’ for Zydus Cadilla, JWT Mumbai’s work for Nicholas Piramal, entry titled ‘Drums’, and again JWT Mumbai’s work for its client The Vegetarian Society, entry titled ‘Nodding Bull’.
The Promo Lions Jury comprised 19 members in all, including Jury President, Brazil’s Geraldo Rocha Azevado (President, Integrated Solutions, Neogama BBH). From India, Srikant Sastri, Managing Director, Solution Integrated Marketing, was also a member of this jury. Last year, India had won only one Lion in this category.
In the second category, Lions Direct, India had sent as many as 80 entries. For the record, last year this number was only at 47 and India was awarded only one Lion. However, despite 80 works entered, only eight of these have made it to the shortlist.
These include JWT Mumbai’s work done for advertiser Apollo Tyres, entry titled ‘Tyres that stick’ that has made it two sub-categories in Direct Lions – Cars and Automotives and Dimensional Mailing. JWT’s Fortune too has an entry in this category for its client AquaSail Yachts and PowerBoats, entry titled ‘Bottle’. O&M Bangalore has two entries in the shortlist – client Lenovo and entry titled ‘The Levitating Laptop’ and the second one is for Hutch and the entry’s title is ‘Incidents’.
Everest Brand Solutions Mumbai has one entry for its client The Soundssmith – the entry is titled ‘Demo CD’; Contract Advertising Delhi has one entry for advertiser Slim Zone, entry titled ‘Slim Zone’ and lastly VGC for its client The Profiler, entry titled ‘Business Cards’.
The Direct Lions jury consisted of 31 members, including Jury President UK’s Rory Sutherland (Vice Chairman, Ogilvy Group UK). Ashish Bhasin, Director – IMAG, Lintas India represented India on this jury.