Lionhearts at Cannes

The Indian lion hunters have had their best year so far. Cannes Lions 2006 is an even bigger whirligig of Advertising and the business of marketing advertising. And much more. Anurag Batra, Publisher and Editor-in-Chief – exchange4media Group, who’s in the thick of it all with his ear to the ground, writes from the French Riviera

e4m by exchange4media Staff
Updated: Aug 8, 2019 11:12 AM
Lionhearts at Cannes

The Indian Bull Run continues at Cannes as wego into print. Film is one category that might add further to India’s already respectable tally. There were a healthy number of entries too,from India this year – 738 against the 602 we sent in last year.

Sometimes, the list of winners doesn’t do justice to those that came so close to a Lion. So, for the record, and also in appreciation of all the blood, sweat and tears that went into each and every glorious short listed Indian entry at Cannes Lions 2006, Impact is printing the list of the short listed entries.

At the time of going into print, JWT has two Gold Lions for the count, with fi ve entries in Press (Levi’s) bagging Gold, and one Promo Lion for Pepsi’s urkure. O&M and Rediffusion DYR won one Outdoor Gold each, for clients Discovery and MidLand Bookstore respectively. Also in the Outdoor category, Leo Burnett won Bronze for Dinodia Photo Library, and so did Everest for clients Cancer Patients Aid Association.

In Press, O&M’s work for Indian Association for Promotion of Adoption and Child Welfare won Silver, with its two entries. Leo Burnett bagged the Bronze Lion for its campaign for Maneland Jungle Lodge. In the Lions Direct competition, ediffusion DYR raked in Silver, for work on MidLand Bookstore.

Among the Media Lions were Leo Burnett and Madison. Leo Burnett won Silver for Prerana, while Madison Communications bagged two Bronzes – one for P&G Home Products and the other for Cadbury.

Our favorites like the Ariel ‘Corners’ campaign didn’t feature even in the shortlist, leaving us bewildered. But that’s the beauty of Cannes. You can’t really track who has done what and entered what in each sub category. Having said that, except for the Promo Lions winner from JWT, most other pieces are familiar works recognized at several awards.

At last count, we won four Golds, three Silvers and fi ve Bronzes. (See list of winners) And the Film Lions holds promise. We’re getting there.

I listened to Maurice Saatchi on Thursday, spellbound by his “One Word Equity for Brands” concept. Saatchi’s ruthlessly imple philosophy boiled down to the word being the word that a company wants associated with its brand. Google can be described through the One Word Equity by the word Search. Saatchi‘s call inspired and impressed me a lot. I also try and follow what I learn and implement it in my daily work. What is the point of knowledge if one does not apply it? We are not into it for intellectual and visual masturbation.

When I sat to write about Cannes for Impact, I said to myself I should be able to describe Cannes Advertising Festival in a single word. The two words that competed in my mind for that single word were: ‘University’ and ‘Conversations’. I am not sure the festival organizers necessarily think the same.

Before I elaborate on the choice of my words, let me start by telling you a story about Roger Hatchuel. Hatchuel was the founder of the Cannes Advertising festival which is regarded by most as the “Olympics of Advertising”. Now that could be another expression for Cannes. Romain Hatchuel, Roger’s son, who was the festival’s chief executive till 2002, joined EURO RSCG in a senior position after disagreements with his dad over shifting the festival’s London headquarters to Paris, and this led to Emap communications taking over the festival two years ago. While Emap has tried to broaden and professionalize the appeal by initiatives like the Media Person of the Year, giving a separate award and jury for outdoor, it would be fair to say that Hatchuel has created and left behind a masterpiece and laudable celebration of advertising creativity. What continues aspart of his legacy is the weeklong stint at Roger Hatchuel Academy by international students studying advertising and communications.

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