Home >> Cannes-Lions-2011 >> Article

Cannes Lions 2011: McCann scoops India’s single Bronze in Radio

22-June-2011
Font Size   16
Cannes Lions 2011: McCann scoops India’s single Bronze in Radio

The only Indian agency that made it to Radio Lions shortlist was McCann Worldgroup, and of the two entries shortlisted including three pieces of work, the entry for Onida in the Home Appliances, Furnishings, Electronics & Audio Visual subcategory has won a Bronze Lion campaign.

Net#Work BBDO Johannesburg’s work for Mercedes Benz, with three entries titled, ‘Bud’, ‘Love’ and ‘Toby’ was awarded the Grand Prix campaign in the category. (Listen to the ad here)

The winning radio spot from McCann plays a distorted tune in the beginning that hooks the listener. The brand message is then echoed through a voice over saying ‘Fun to listen to, it will be lousy to watch. Only Onida DVD players play all discs, including the scratched ones’. The message is conveyed in a very simple yet impactful way. (Listen to the ad here)

Speaking more on the entry from India, jury member Nitesh Tiwari, Executive Creative Director, Leo Burnett India said, “This is also a domain that faces a lot of clutter. The Onida work, because of its simplicity and the surprise element, stood out. It sounds like a DJ mixing a scratch of a popular movie dialogue, with repeats of words like a disc is stuck. Then the tagline, ‘Nice to hear, Bad to watch’ just surprises you that it is an ad, and it drives the point home. It was very good work.”

Eugene Cheong, Regional Executive Creative Director, Ogilvy & Mather Asia Pacific, who was the Jury President of the category, minced no words in stating that 80-90 per cent of the work in the category itself was substandard. Specific to India, he stated that there was a lot of use of music in the work from India. He added that most other countries also made use of voices and the likes.

He pointed out, “What we were after was original idea and innovation than just funny sounds. The work from some of the markets made use of some very basic humour. The entries that finally won the Golds, and were competing for the Grand Prix, were great ads that were uncommonly done. Their humour and texture just make them an instant hit. If you see our final Grand Prix winner, that was innovation, and playing to the medium’s advantage.”

Stuart Bowden talks about purchase journey, the revised version of Cannes Lions, Wavemaker India’s performance and a lot more

Emery says everything that Unilever CMO Keith Weed says has a touch of genius. He also talks about his expectations from Cannes, WPP without Sir Martin Sorrell and his love for Mindshare India.

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

right
left
EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS

In a conversation hosted by COVERGIRL and creative agency Droga5, this session discussed how creators push the boundaries of creativity by giving women the power to define it

The Pandey Khandaan, as promised, was in full attendance to watch brothers Piyush and Prasoon receive top honours.

The Japanese brand plans aggressive entry into Indian TV market