Cannes Lions 2013 has announced the shortlist for PR Lions. Out of the 158 shortlisted entries, four entries from India have made it to the finals of PR Lions.
Ogilvy & Mather Mumbai’s campaign titled ‘Lifebuoy Roti Reminder’ for HUL has been shortlisted under the Charity and Not for Profit category. Another campaign by Ogilvy & Mather Mumbai, this time for The Akanksha Foundation, called ‘Classroom Mumbai’, is also shortlisted in the same category.
Publicis Communications’ ‘Adopt a Pothole Project’ campaign for Apollo Tyres has made its way to the finals under the Automotive and Transport category.
BBDO India’s much talked about Shave or Crave campaign for P&G has also found a place amongst the shortlisted entries.
David Gallagher, Senior Partner, Chief Executive Officer, Europe, Ketchum was the Jury President for PR Lions this year, while Dilip Cherian, Consulting Partner, Perfect Relations was the Jury Member from India in the category.
The number of entries submitted by Indian agencies in the PR Lions category has gone up from 19 entries last year to 27 this year. This year the PR Lions had received 1,296 entries from 67 countries, an increase of 15 per cent as compared to last year.
PR Lions, launched in 2009, aims to honour the creative use of reputation management by the building and preservation of trust and understanding between individuals, businesses or organisations and their publics.
The Jury, made up of senior practitioners from international PR agencies and consultancies, judged the entries based on four criteria: strategy and research, execution, creativity and originality and documented results. Each entry received four marks, which made up the total vote, and these marks were weighted as follows: strategy and Research: 30 per cent, execution: 20 per cent, creativity and originality: 20 per cent.