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Cannes Lions 2006: India’s metal tally of nine on Day Three far from impressive

21-June-2006
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Cannes Lions 2006: India’s metal tally of nine on Day Three far from impressive

It has been one of the better years for Indian agencies at Cannes Lions International Advertising Festival 2006. So far, India has bagged nine metals – three Golds (JWT, O&M and Rediffusion DY&R), two Silvers (Rediffusion DY&R and Leo Burnett) and four Bronzes (Leo Burnett, Everest Brand Solutions and two for Madison Communications). For India, this may be good news, but given the kind of noise that has been made around the country being a global attention spot, this barely compares to the thousands of metals given out at the festival.

Looking at the scoreboard so far, the categories completed are Lions Direct, Promo Awards, Radio Lions, Outdoor and Media Lions. In Lions Direct, Rediffusion DY&R won a Silver for Midland Bookshop. JWT Chennai bagged a Gold in Promo Lions (there are no Silver or Bronze in this category). Promo Lions is second only to the Grand Prix. These were announced on June 19, 2006 – the second day of the festival.

On the third day of the festival, that is on June 20, 2006, India drew a blank in Radio Lions. However, there was some comfort when Leo Burnett bagged a Silver for their work for Prerana in the Media Lions category and Madison bagged two Bronzes for P&G Home Products and Cadbury.

With just nine metals, Indian faces in the spotlight were limited. Expectations of agencies like JWT are high on June 21, 2006 when Press awards would be announced. The other category to be announced is Cyber Lions.

India struck Gold in Outdoor, two of them in fact – O&M for Discovery Channel and Rediffusion DY&R, again for Midland Bookshop. Everest Brand Solutions and Leo Burnett won a Bronze each for Cancer Patients Aid Association and Dinodia Photo Library, respectively.

In Outdoor, where India had 275 entries, 23 entries found place in the first shortlist. McCann got the maximum entries (seven), while O&M came in second with four entries. Mudra, Contract and Rediffusion DY&R bagged two entries each, while Vyas Gianneti Creative, Ambience Publicis, Lowe (Chennai), AdFactors, Leo Burnett India and Everest Brand Solutions managed one entry each.

Six Indian entries made it to the Media Lions shortlist, with Madison Communications dominating with three shortlists, and one each from Mindshare, Mudra DDB and Leo Burnett.

Meanwhile, the who’s who of Indian advertising industry could be seen at Cannes Lions – the O&M creative gang comprising Sagar Mahabaleshwarkar, Abhijit Awasthi, Anup and Renzel among others; JWT’s Colvyn Harris; Contract’s clan with Jagdip Bakshi and Ravi Deshpande; Everest Brand Solutions’ Mahesh Chauhan, Aniruddha Banerjee, Sourabh Mishra and Prateek Bhardwaj; and David’s Josy Paul to name just a few.

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