Is a Mobile Lion at Cannes out of reach for India??
There were hardly any entries from India, leave alone getting shortlisted or winning metal, this year.
So are we way out of league for these, or can we get there soon?
My impressions based on what I saw in the jury room, are that Mobile Lions are very much within reach for Indian brands and agencies, and if we can get our last mile act together, it should not be long before we get a few metals in, for India.
From a more specific perspective, I can say that the winners in Mobile category at Cannes, could be classified under 3 categories, in context of the India opportunity.
Entries which were very western-market centric: There are consumer issues which are very western, and which therefore, are not relevant for India. Examples include a group exercise bicycle session connected as networked phones (The Pursuit by Equinox) or the Audi Swedish Snow Rescuers work, say. Such entries may not inspire us immediately, as there is no similar, relevant India context.
Entries that had a very high tech component: There were a few entries that were very serious tech work. These included the sound detection and activation platform called Lisnr, or the earlier mentioned Pursuit by Equinox, or the amazing make-up app called Make Up Genius. Such entries demand a high investment into tech, which is something that may not be easy for brands and agencies, working with a campaign viewpoint in India.
And then there was everything else. Several of the other entries came from South America, where the demography is kind of similar to that in India. Or even where there were entries from western countries, these were simple enough to be emulated for India too. For example, the Sports Homework case of Gatorade, or Found from Pedigree. These kinds of ideas are certainly not beyond the reach for Indian agencies and brands, either in terms of execution or in terms of technology.
Considering the above, there is enough work that India can put up, which can have a good chance to win at Cannes. This could even include CSR-ish work or work of NGOs, done well, and packaged well.
What is really required then, for a mobile category win, are few important things:
Ensure that the idea is really a “mobile” idea
Identify a sub-category under mobiles, and ensure that it fits well, from a relevance point of view
Bring out the relevance, bring out the problem statement, bring out the results well, in the case film.
Ensure that the idea has good packaging, is sleek, has good design. As does the case film and other supporting material.
And if you do all this well, hey, there could be a good chance that you could end up winning Mobile Lions at Cannes.
Looking forward to some Indian Mobile Lions winners at Cannes next year!
The author is Joint-CEO of Social Wavelength.