India had no luck in Promo & Activation Lions at Cannes Lion 2013. Last year also, India did not win any metals in the category. Out of a total of 265 shortlisted entries, only one entry from India – DDB Mudra Group’s work titled ‘Help Desk’ done for Aarambh, made it to the shortlist.
The number of entries submitted by Indian agencies has dropped from 85 entries last year to 73 this year for Promo & Activation Lions. On the other hand, there is an increase in the total number of entries at 2,974 from 70 countries, an increase of 11 per cent as compared to last year.
Ogilvy Brazil’s ‘Immortal Fans’ campaign for the Football Club won the Grand Prix in Promo & Activation Lions.
DDB Mudra Group’s work for Aarambh has won a Bronze Lion in the Direct category.
Sabbas Joseph, Director, Wizcraft International Entertainment, the Jury Member from India for the Promo & Activation Lions category said, “There wasn’t a lot of Indian work this year. A lot of good work is not being entered.”
Cannes Lions 2013 has also announced the winners for the Creative Effectiveness category. No Indian entry found a place amongst the 12 shortlisted entries; hence, there was no show for India in this category. The Grand Prix was awarded to Wieden+Kennedy Amsterdam for Heineken’s Legendary Journey.