India had no luck in Media Lions at Cannes Lions 2013. Last year Leo Burnett’s ‘Inkpad’ for Door Step Schools and Cheil India’s ‘Minus One Project’ for Samsung had grabbed a Silver Lion each while BBDO India’s ‘You shave I shave’ for P&G’s Gillette Fusion won a Bronze Lion.
Out of 257 shortlisted entries, Leo Burnett Mumbai’s ‘Coke Studio’ campaign for Coca-Cola India and O&M Gurgaon’s ‘Super Dog Chewy’ campaign for Lal Pet Products had made it to the Media Lions shortlist this year.
Anamika Mehta, Chief Operating Officer, Lodestar UM, the Jury Member from India stated, “With only two shortlists, in my assessment, Indian entries failed in the story telling craft. Overall, the Media Lions with 3000+ entries had lot of innovative ideas and well told stories, with strong insights-driven ideas and executions.”
The number of entries submitted by Indian agencies dropped from 130 entries last year to 106 this year for Media Lions. This year, 3031 entries from 73 countries were submitted – a decrease of seven per cent compared to last year.
O&M Amsterdam’s ‘Why wait until it’s too late’ campaign for funeral insurance company Dela has won the Grand Prix in Media Lions at Cannes Lions 2013.
According to Mehta, the highlight was digital media with some great examples of deep consumer and technology understanding. The most fascinating and a huge learning was a seamless demonstration of technology, content and media.
Elaborating further Mehta added, “Apart from digital, what also stood out was audio, integrated, and print. What works is cohesive and well told stories, daring ideas and purpose driven solutions.”
The Media Lions competition was created in 1999 to honour excellence in media strategy, planning and execution and give key players in the media industry an annual meeting point.