Direct Lions category is a special one for India given that this is the only category where India has won a Grand Prix. This year there are only seven entries that have been shortlisted from India. These include one each from Ogilvy India, JWT India, Leo Burnett India, Rediffusion Y&R, Contract Advertising, McCann Erickson India & BBC World Service Trust. The winners will be announced on June 22, 2009.
There are two Indian entries shortlisted in the ‘Direct Response Broadcast: TV, Radio and Infomercials’ category. One is from the BBC World Service Trust India, New Delhi, where the advertiser is the BBC World Service Trust India itself, and the title is ‘Condom’. This was for the Condom Normalisation Initiative from the company.
Rediffusion Y&R has an entry for the American India Foundation, entry titled ‘Vandana’.
Leo Burnett India has one entry in the ‘Fast Moving Consumer Goods’ category for their client Procter & Gamble. The entry is titled ‘Stainbroidery’ done for the brand Tide.
Ogilvy India has one entry shortlisted in the ‘Other Consumer Products: Including Durable Goods’ category for Vodafone Essar – entry is titled ‘Mousepad’.
The category ‘Charities, Public Health & Safety & Public Awareness Messages’ again has two Indian entries shortlisted. Contract Advertising’s work done for Sanctuary Asia Magazine (entry titled ‘Donkey Thrashes Tiger’) is one of the shortlists. The second is from McCann Erickson for its work done for Bombay City Cross, entry titled ‘Let our paths cross’.
The final shortlist is in the ‘Best Integrated Campaign led by Direct Marketing’ from the team that had won India its only Grand Prix so far --- JWT India for the Teach India campaign done for the Bennett, Coleman and Company Ltd (BCCL).
In comparison to the 87 entries that Indian agencies had sent last year for this category, this year, there were only 69.
The Direct Lions Jury President is David Sable, Vice Chairman and Chief Operating Officer, Wunderman. The Indian juror for this category is Leena Basrur, Executive Chairman, Direxions Marketing Solutions.
The five-day judging process completed on June 21, 2009 for this category.