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Spotlight e4mSpotlight: Simplicity wins, say experts about India's award-winning campaigns at Cannes Lions 2017

e4mSpotlight: Simplicity wins, say experts about India's award-winning campaigns at Cannes Lions 2017

Author | Venkata Susmita Biswas | Tuesday, Jun 27,2017 8:30 AM

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e4mSpotlight: Simplicity wins, say experts about India's award-winning campaigns at Cannes Lions 2017

The dizzying high of winning 40 metals at the 64th Cannes Festival of Creativity and setting a new record is not going to die down soon. It may not be the Oscars, Cricket World Cup or the Olympics, but it is close. This is India’s best performance at Cannes Lions to date, and the entire Indian media fraternity is in a celebratory mood.

The contingent from India has set a record this year beating its previous metal tally of 33 from 2013. Of the 40 metals, India bagged 9 golds and the Grand Prix for Good for the Afghan Immunity Charm campaign by McCann Health New Delhi. McCann Health picked up 13 metals for the Afghan Immunity Charm campaign while Ogilvy and Mather Mumbai bagged 9 metals, seven of which were for the Savlon Healthy Chalk Sticks campaign.

In Numbers: India’s Performance So Far

 

 

As representatives from team India make their way back home from a week-long festival that celebrated the best creative work, we spoke to some experts from the industry to understand the factors that led to India’s big win this year.  

Solving Problems

The general consensus among experts in the industry was that India won big because the campaigns told stories that only India can tell and at the same time, resonated with global audiences. Among the big winners, be it Savlon Healthy Chalk Sticks, Afghan Immunity Charm, Adidas Odds, Roads That Honk or the #GiveHer5 campaign, each highlighted age-old problems and offered unique and simple solutions.

Calling India’s performance at Cannes Lions 2017 a ‘dream run’, KV Sridhar, founder and CCO, hypercollective, said that the one aspect that stood out among most of the big winners this year was that the campaigns did not merely highlight a problem but found solutions to those problems. The other factor that played in India’s favour this year, making it a landmark year, was that the campaigns won across categories and the wins were not restricted within a handful of categories, he noted. The Afghan Immunity Charm campaign that won 12 metals and the Grand Prix for Good was one such campaign that solved a problem at the grassroots level.

Prathap Suthan, MD and CCO, Bang in the Middle, pointed out that there is no sure-shot formula as such to understand why a particular year is better than another. He said that it is big ideas, especially ideas that are universal and useful for humanity or for a brand’s consumers, and refreshing ideas charm the jury. Suthan said, “It’s not about an international appeal but finding cultural stories that are based in India and stories that no other nation can get out.”

Commenting on India’s stellar performance this year, Garima Khandelwal, Executive Creative Officer, Mullen Lintas, said, “India's relevance in the global market, both as a bustling economy and the way everyone is looking at us for the kind of universal work we do, has worked in India’s favour.” She added that the campaigns from India told stories and highlighted ideas that spoke to everyone.

The creative leaders on Savlon Chalk Sticks, one of India's most awarded campaigns at Cannes Lions 2017, Kainaz Karmakar and Harshad Rajadhyaksha from Ogilvy and Mather India, also felt that simplicity wins. According to Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC Limited, the idea’s sheer simplicity that originates from the core of the brand worked for the campaign. “It is an idea that consumers can feel and understand,” Satpathy said. He added that it was the seamless teamwork (team from O&M comprising Kainaz, Harshad, Roshni, Ram, Ajay, Ganpathy) that made this campaign achieve the success it has.

Amrith Gopinath, Brand and Activation Director, Adidas India, felt that it is the simplicity of the idea behind Adidas Odds that makes the campaign a winner. “The learning for us from this campaign is that a simple idea such as this can tell a beautiful story and become big on a global level. A lot of us in marketing overthink and overcomplicate things with stuff like segmentation, marketing and insights. Sometimes, it is all about recognising the power of a simple idea even though it sounds too simple to be true,” he said.

Commenting on the strengths of Indian creative agencies that drive winning campaigns, Gopinath said that Indian creative agencies are extremely good at finding the emotional thread that tugs at heartstrings.

Sridhar echoed Gopinath’s thoughts and said that even though the campaigns were not massive in scale, the sheer use of creativity to solve real problems shone through in the campaigns. Sridhar was all praise for the Roads That Honk campaign by Leo Burnett India that addressed the issue of road accidents at hairpin bends with an anti-collision vehicle management system and it was widely appreciated. It became the first-ever campaign from India to win in the Innovation Lions category. “It is very reassuring and gratifying to see that Indian creativity is not done and dusted and we are actually headed in the same direction as the world,” he said. He added that this is the first time he felt that India is marching forward. “If we use creativity to solve problems we could even dominate the world,” he prophesized.

Overall Metal Tally Cannes Lions 2017
ENTRY TITLE ADVERTISER ENTRANT AGENCY AWARD CATEGORY
#GIVEHER5 THE AMMADA TRUST LAW & KENNETH SAATCHI & SAATCHI, Mumbai Gold Lion Glass Lions
IMMUNITY CHARM MINISTRY OF PUBLIC HEALTH, ISLAMIC REPUBLIC OF AFGHANISTAN McCANN HEALTH, New Delhi / McCANN WORLDGROUP INDIA, Mumbai Grand Prix for Good Pharma Lions
IMMUNITY CHARM MINISTRY OF PUBLIC HEALTH, ISLAMIC REPUBLIC OF AFGHANISTAN McCANN HEALTH, New Delhi / McCANN WORLDGROUP INDIA, Mumbai Bronze Lion Health and Wellness Lions
AFGHAN IMMUNITY CHARM MINISTRY OF PUBLIC HEALTH, ISLAMIC REPUBLIC OF AFGHANISTAN McCANN HEALTH, New Delhi / McCANN WORLDGROUP INDIA, Mumbai Bronze Lion Media Lions
IMMUNITY CHARM MINISTRY OF PUBLIC HEALTH, ISLAMIC REPUBLIC OF AFGHANISTAN McCANN HEALTH, New Delhi / McCANN WORLDGROUP INDIA, Mumbai Gold Lion Pharma Lions
IMMUNITY CHARM MINISTRY OF PUBLIC HEALTH, ISLAMIC REPUBLIC OF AFGHANISTAN McCANN HEALTH, New Delhi / McCANN WORLDGROUP INDIA, Mumbai Gold Lion Pharma Lions
IMMUNITY CHARM MINISTRY OF PUBLIC HEALTH, ISLAMIC REPUBLIC OF AFGHANISTAN McCANN HEALTH, New Delhi / McCANN WORLDGROUP INDIA, Mumbai Gold Lion Pharma Lions
IMMUNITY CHARM MINISTRY OF PUBLIC HEALTH, ISLAMIC REPUBLIC OF AFGHANISTAN McCANN HEALTH, New Delhi / McCANN WORLDGROUP INDIA, Mumbai Gold Lion Pharma Lions
IMMUNITY CHARM MINISTRY OF PUBLIC HEALTH, ISLAMIC REPUBLIC OF AFGHANISTAN McCANN HEALTH, New Delhi / McCANN WORLDGROUP INDIA, Mumbai Silver Lion Pharma Lions
IMMUNITY CHARM MINISTRY OF PUBLIC HEALTH, ISLAMIC REPUBLIC OF AFGHANISTAN McCANN HEALTH, New Delhi / McCANN WORLDGROUP INDIA, Mumbai Silver Lion Pharma Lions
IMMUNITY CHARM MINISTRY OF PUBLIC HEALTH, ISLAMIC REPUBLIC OF AFGHANISTAN McCANN HEALTH, New Delhi / McCANN WORLDGROUP INDIA, Mumbai Silver Lion Pharma Lions
IMMUNITY CHARM MINISTRY OF PUBLIC HEALTH, ISLAMIC REPUBLIC OF AFGHANISTAN McCANN HEALTH, New Delhi / McCANN WORLDGROUP INDIA, Mumbai Silver Lion Pharma Lions
AFGHAN IMMUNITY CHARM MINISTRY OF PUBLIC HEALTH, ISLAMIC REPUBLIC OF AFGHANISTAN McCANN HEALTH, New Delhi / McCANN WORLDGROUP INDIA, Mumbai Silver Lion Product Design
AFGHAN IMMUNITY CHARM MINISTRY OF PUBLIC HEALTH, ISLAMIC REPUBLIC OF AFGHANISTAN McCANN HEALTH, New Delhi / McCANN WORLDGROUP INDIA, Mumbai Silver Lion Direct Lions
SAVLON HEALTHY HANDS CHALK STICKS ITC SAVLON OGILVY & MATHER MUMBAI Bronze Lion PR Lions
SAVLON HEALTHY HANDS CHALK STICKS ITC SAVLON OGILVY & MATHER MUMBAI Bronze Lion Promo and Activation Lions
SAVLON HEALTHY HANDS CHALK STICKS ITC SAVLON OGILVY & MATHER MUMBAI Bronze Lion Health and Wellness Lions
SAVLON HEALTHY HANDS CHALK STICKS ITC SAVLON OGILVY & MATHER MUMBAI Bronze Lion Product Design
#NOTMUSICTOMYEARS RNW MEDIA OGILVY & MATHER MUMBAI Bronze Lion Radio
SAVLON HEALTHY HANDS CHALK STICKS ITC SAVLON OGILVY & MATHER MUMBAI Gold Lion PR Lions
SAVLON HEALTHY HANDS CHALK STICKS ITC SAVLON OGILVY & MATHER MUMBAI Gold Lion Outdoor Lions
SAVLON HEALTHY HANDS CHALK STICKS ITC SAVLON OGILVY & MATHER MUMBAI Silver Lion Design Lions
BEAUTY TIPS BY RESHMA MAKE LOVE NOT SCARS OGILVY & MATHER MUMBAI Silver Lion Creative Effectiveness
ROADS THAT HONK HPCL LEO BURNETT INDIA, Mumbai Bronze Lion Design Lions
BAJAJ V - THE NATION'S BIKE BAJAJ AUTO LTD. LEO BURNETT INDIA, Mumbai Gold Lion Creative Effectiveness
ROADS THAT HONK HPCL LEO BURNETT INDIA, Mumbai Silver Lion Innovation Lions
PAYTM SWEET CHANGE PAYTM McCANN WORLDGROUP INDIA, Mumbai Bronze Lion Media Lions
DERMACLINIX - THE SCIENTIST DERMACLINIX HAIR TRANSPLANT CLINIC McCANN WORLDGROUP INDIA, Mumbai Bronze Lion Radio
CAT, RABBIT, DOG WORLD FOR ALL ( ANIMAL CARE AND ADOPTIONS ) McCANN WORLDGROUP INDIA, Mumbai Silver Lion Outdoor Lions
ADIDAS ODDS ADIDAS TAPROOT DENTSU, Mumbai Bronze Lion Health and Wellness Lions
ADIDAS ODDS ADIDAS TAPROOT DENTSU, Mumbai Silver Lion Design Lions
ADIDAS ODDS ADIDAS TAPROOT DENTSU, Mumbai Silver Lion Direct Lions
ARIEL SHARE THE LOAD: A SOCIAL MOVEMENT TO REMOVE THE CULTURAL STAIN OF GENDER INEQUALITY P&G INDIA BBDO INDIA, Mumbai Gold Lion Creative Effectiveness
DADS #SHARETHELOAD P&G INDIA BBDO INDIA, Mumbai Silver Lion Creative Effectiveness
LAST LAUGH INDIAN ASSOCIATION OF PALLIATIVE CARE (IAPC) MEDULLA COMMUNICATIONS, Mumbai Silver Lion Pharma Lions
LAST LAUGH INDIAN ASSOCIATION OF PALLIATIVE CARE (IAPC) MEDULLA COMMUNICATIONS, Mumbai Silver Lion Pharma Lions
DA DA DING NIKE DELHI WIEDEN+KENNEDY, Delhi Bronze Lion Film Craft
DA DA DING NIKE DELHI WIEDEN+KENNEDY, Delhi Gold Lion Film
#RELEASETHEPRESSURE (INTEGRATED) PEPSICO BBDO INDIA, Gurgaon Silver Lion PR Lions
THE PROPOSAL BOX THAT'LL GET YOU A YES CARATLANE - A TATA PRODUCT FAMOUS INNOVATIONS, Mumbai Bronze Lion Design Lions

 

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