India’s sole shortlisted entry in the Innovation Lions this year - Leo Burnett India’s ‘Roads that Honk’ campaign - bagged a Silver on Tuesday, giving India its first ever metal in the Innovation category at the Cannes Lions International Festival of Creativity. It was also the only Lion in the Innovation category for the entire Publicis Groupe.
So far, only two Indian entries have been shortlisted in the Innovation Lions category since it was announced in 2013. The first shortlist was from PHD for ‘Kan Khajura Tesan’ in 2014, but did not convert to a Lion. Leo Burnett India and HP Lubricants’ brainchild #RoadsThatHonk which bagged a Silver this year, is an innovative anti-collision vehicle management system, to make India’s national highways safer.
“This metal in the Innovation Lions signifies the transformation we are going through as a Group and the journey that Leo Burnett India has been on for the last three years. I am happy that some of the transformational stuff that we are doing is bearing results for our clients, and this is just a small symbol of that,” said Saurabh Verma, CEO, Publicis Communications, India.”We had stated it way back that we wanted to create Wave 3 in our work – Wave 1 being Print, Wave 2 being Hindi heartland Cinema and Wave 3 being Experiential, Branded Content, a narrative which is based on dialogue, conversation, interactive, giving people a platform where they can converge and do things together. At the moment, we are unleashing the creative power of technology, the power of media and awards all mixed together to create powerful impact for our clients.”
Tuesday’s wins take India’s total metal tally to 24. India had won a total of 27 metals last year.