Day 4 at the Cannes Lions International Festival of Creativity saw India winning two Silver Lions in the Direct category. Out of the total eight shortlisted entries from India in Direct Lions, two made it to the winner’s list – Taproot Dentsu’s ‘Adidas Odds’ and McCann Health’s ‘Immunity Charm’.
The entry from Taproot Dentsu – ‘Adidas Odds’ – was aimed at empowering the blade-runner community by offering a pair of shoes containing two lefts or two rights. Meanwhile, the Silver Lion winner – ‘Immunity Charm’ campaign by McCann Health which was earlier in the week also awarded a ‘Grand Prix for Good’ – was a pilot project to reduce infant mortality in Afghanistan. Last year, India had a no show in the Direct category whereas this time we have a 25% conversion rate.
“It’s good to hear that Taproot’s campaign for Adidas won its second metal in the form of a Silver lion, but a bit disappointed with the way things have panned out for us till now. Adidas didn't pick up anything in Promo & Activation in spite of two shortlists as the initiative was a classic Promo compared to Direct. Also it did not get a shortlist in Product Design as this is all about a simple product idea... But happy to contribute to our and the overall Indian tally of metals,” said Santosh Padhi, Chief Creative Officer & Co-Founder Taproot Dentsu.
“I am extremely proud of the new generation of talent coming through at Taproot Dentsu. It is the next step for the agency and I hope our young guns keep marching on with us,” added Agnello Dias, Chairman and Co-founder, Taproot Dentsu.
On McCann Health’s much awarded ‘Immunity Charm’ campaign picking up another metal, Harshit Jain, Senior Vice President & Country Manager, McCann Health India, said, “This is a great collaborative effort by McCann Worldgroup India and McCann Health India team -Soumya Nagabhushan, Dr Daniel J Carucci, Kamya Elawadhi, Urvashi Das & Vaibhava Bhatnagar led by Prateek Bhardwaj under the guidance of Prasoon Joshi, Chief Creative Officer, MWG India.”
Tuesday’s wins take India’s total metal tally to 24. India had won a total of 27 metals last year.