Cannes Lions 2017: BBDO India and Leo Burnett strike Gold in Creative Effectiveness; two Silvers for BBDO India and O&M add to tally

The award-winning campaigns were Ariel Share the Load, Bajaj V, Dads #ShareTheLoad and Beauty Tips by Reshma

e4m by Srabana Lahiri & Samarpita Banerjee
Updated: Jun 27, 2017 3:26 PM
Cannes Lions 2017: BBDO India and Leo  Burnett strike Gold in Creative Effectiveness; two  Silvers for BBDO India and O&M add to tally

India struck Gold in the Creative Effectiveness Lions, bringing home two Gold Lions, with BBDO India winning one for ‘Ariel Share the Load’ and Leo Burnett India another for ‘Bajaj V’. BBDO India also won a Silver for Dads #ShareTheLoad while Ogilvy & Mather won a Silver for its campaign ‘Beauty Tips by Reshma’ for Make Love, Not Scars.

BBDO India’s campaign for Ariel has been creating waves since its launch, with a lot of prominent people and celebrities, Indian and international, talking about the need for sharing responsibilities when it comes to household chores. Through various initiatives, they tried to instill in men the feeling that household chores are as much a man’s job as a woman’s. The Silver was awarded for Dads #ShareTheLoad, an extension of the campaign.

“It’s big time! It’s big work for a big brand! On a big issue! With a big idea! It’s a hat-trick! Golds for #ShareTheLoad, three years in a row - 2015, 2016 and 2017! It’s the first time for India, and we thank the brave, enlightened clients at P&G India. They inspire us to go for culture-shaping work that incites change,” said an elated Josy Paul, Chairman and CCO, BBDO India.  

Leo Burnett conceptualised the campaign around Bajaj Auto’s much talked about Bajaj V bike that was built out of the scrap metal of INS Vikrant that helped India win the 1971 Indo-Pak war. It rode on the wave of national pride and saw excellent uptake for the bike and great business results.

Commenting on the win, Raj Deepak Das, Chief Creative Officer, Leo Burnett India, said, “We are extremely happy to have won this award, but the biggest happiness was when the Bajaj team sold the bike for the first time. Now, thousands of Indians ride the bike. Actually, we won India’s first Creative Effectiveness Lion for an Indian brand. That’s big. If you look at both the winning brands from Leo Burnett India - Bajaj and HPCL - both are Indian brands. If you can get Indian brands to the international stage, that shows creativity has the power to change anything.”  

Dheeraj Sinha, Chief Strategy Officer, Leo Burnett India said, “This is exactly the thing that we wanted to win for, coming on the back of our Innovations Lion. We are India’s most innovation-led agency and we are also the most effectiveness-led agency. To my mind, these are the two frontiers of the next era of advertising. This is all real work, creating an impact in the marketplace. It is like playing with material which is not traditionally advertising material. It is like creating a new bike as a piece of communication, rather than stringing a few words or visuals. It reiterates where we want to take the agency.”

Meanwhile, Silver winner Ogilvy & Mather’s ‘Beauty Tips by Reshma’ helped launch not just a national but a global conversation around how to stop acid attacks in India. A series of beauty vlogs by Reshma aimed at generating 25,000 signatures for a campaign to appeal to the Indian PM to ban over-the-counter sale of acid. As the conversation gained momentum, the petition got close to 3,09,000 signatures and eventually led to the Supreme Court of India banning over-the-counter sale of acid merely four months after the launch of the campaign.

Creative Effectiveness is the only global award to recognise the link between award-winning creativity and business results. From 172 entries received at the Cannes festival, 21 Lions were awarded: 5 Gold, 7 Silver and 8 Bronze Lions, and the Grand Prix went to ‘Van Gogh’s Bedrooms: Let Yourself In’ by Leo Burnett Chicago for the Art Institute of Chicago. Jury President, Jonathan Mildenhall, Chief Marketing Officer of Airbnb, stated that the best Creative Effectiveness work impacts audiences, business, culture and the creative community at large, and that the Grand Prix-winning work used creativity to breathe new life into an organisation, introducing it to a younger, broader audience and creating a huge global conversation.

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