Can Aggi do it for India?

TapRoot’s work for Times Group has been shortlisted in 3 of remaining 4 categories. As India looks at its lowest performance since 2007, can Agnello Dias & Santosh Padhi’s agency make a difference?

e4m by Deepika Bhardwaj
Published: Jun 23, 2012 9:24 PM  | 2 min read
Can Aggi do it for India?

With shortlists announced across 15 categories and winners declared across 11, India metal tally at the 59th International Festival of Creativity stands at 12 metals including 2 Gold, 3 Silver, 7 Bronze, apart from 91 shortlists. This is from 1182 entries India entered at the festival this year.

Going by the point system that Cannes Lions follows, DDB Mudra appears to be on the top this year with 1 Gold, 1 Bronze and 10 shortlists. Following closely is Leo Burnett India with 19 points – 2 Silver, 1 Bronze and 6 shortlists.

The results for Film, Film Craft, Titanium & Integrated and Branded Content and Entertainment will be announced this evening. India has its representation across all four. If Taproot India grabs a Lion in both of the categories, it may change the current top order.

The overall performance of India has however gone down drastically as compared to last year. Even if all of the remaining shortlists get converted into Lions, India’s total tally at Cannes would stand at 17 as compared to 24 last year. The performance could then be compared to that in 2010 when India got 17 Lions. And if any of these shortlists do not convert into a metal, India’s tally would be the lowest in last five years. India won 24 metals in 2011, 17 in 2010, 25 metals in 2009 and 23 in 2008.

Commenting on India’s performance so far, KV Sridhar aka Pops, National Creative Director, Leo Burnett said, “There are two ways to look at it. The optimistic way is to just say, we have not put up a good show and the escapist way is to say, you know this is a lottery, they were probably not able to get our good work. But the fact is there is a very thin line between good to great and India has to learn how to cross that line. We have marvelled our expertise of craft but our expertise in building one big platform idea seems to be fading away. China is going better than last year, rest of the world is getting ahead of us, it is time creative leaders of our country sit down and see what can be done. The way we are going right now, I am doubtful if we will touch even 15 metals.”

Adding to Pops, Alok Agrawal, COO, Cheil Worldwide India said, “I think the world of Cannes is changing. They are looking at ideas that are not so much in the traditional medium. Even in traditional areas, people are looking at non-traditional stuff. Something that is platform-agnostic and has a wider impact is required. India needs to take a notice of this.”

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