In 2006, India had won one Lion in Direct, the share went on to two in 2007, and three, including a Grand Prix, in 2008. As a result of this consistent performance, Direct had become a strong category for Indian agencies at Cannes Lions. However, any hope of that was shattered when no Indian work made it to the category’s winning list at this edition of Cannes.

Even the Grand Prix winning combination of JWT India and Bennett, Coleman and Company Ltd’s Teach India did not cut any ice with the jury this year. When exchange4media questioned the jury on why the entry did not click at all this year, jury member Farrokh Madon (ECD, McCann Erickson Singapore) explained, “The thought and the mission is still laudable but in addition to the ‘what’, the ‘how’ is also important. The ‘how’ of the entry, was not new. At one point, the creative ideas looked like a template of the work done last year; there was nothing fresh, and that is one reason why this entry did not win anything.”

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. Basrur added, “Direct marketing agencies really have not sent enough work. There is some very good work that has been happening in India but it was not entered. These are some of the aspects that Indian agencies need to look into if they really want to win at Cannes Lions.”

This year there are only seven entries that have been shortlisted from India. These included one each from Ogilvy India, JWT India, Leo Burnett India, Rediffusion Y&R, Contract Advertising, McCann Erickson India & BBC World Service Trust.