Top Story

e4m_logo.png

Home >> Cannes 2010 >> Article

Cannes Lions 2010: Ogilvy wins Bronze Lion in Promo; Jury member Vijay Singh on where India lost out

22-June-2010
Font Size   16
Cannes Lions 2010: Ogilvy wins Bronze Lion in Promo; Jury member Vijay Singh on where India lost out

The Promo Lions added to the positive news for India on day one, with Ogilvy India winning a Bronze Lion for the AICMED. With just two Indian entries making it to the shortlist, the expectations of the Indian delegation from the category were low, and the Bronze Lion has brought some cheer.

However, 141 Sercon’s Vijay Singh, who was a member of the Promo & Activation Jury 2010, explained that many entries came close in making the cut, but lost out due to presentation and lack of focus on results, which has 30 per cent weightage in scores.

Singh explained, “There were many Indian entries and only two making it to the shortlist was disappointing. My advice to the agencies is that they must try and bring the context and explain whether the work done was able to address the problem at hand, and how well. The entries immediately went to the idea, but it has to bring jury members up to speed on what was the brief, and how they had handled it.”

He also pointed out that in all the entries, results was an important aspect and most Indian entries were either vague or did not have much to show on the results front.

Some of the other suggestions were that agencies needed to understand the category, and the various sub-categories well before entering their works there. Be succinct, be right on point and focus on the idea, Singh advised.

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Mumbai was chosen in keeping with the company's focus on featuring their proprietary technologies over undiscovered markets like South Asia

The campaign, featuring brand ambassador Farhan Akhtar, exhorts consumers to showcase their achievements through the walls of their homes.

We list a few important stories that you may have missed in the week gone by