After a dull 2012, India has finally got something to be happy about at the 60th Cannes Lions International Festival of Creativity. By the fourth day of the festival (at the tim eof going to press) India has won as many as 32 metals — 12 Lions in the Design category, which is followed by Press which has won 11 Lions, five in Outdoor, three in the PR category and one Lion in the Direct category.
Taproot?s ?Farmers? Suicides? campaign for The Times of India (Bennett Coleman & Co Ltd) emerged as the favourite of many with the campaign winning as many as four gold Lions in different categories. The first gold was in the ?Posters – fundraising, charities, appeals, non-profit organisations, public health & safety, public awareness messages? sub-category in the Outdoor category. Taproot?s second gold is for the same campaign but in the “Outdoor Craft – Illustration? sub-category. The agency won a gold in the Design category, apart from winning a gold in the in the Fundraising & Appeals sub-category in the Press category. Interestingly, the TOI campaign also got Taproot its silver Lion in Art Direction sub-category in the Press category. It also received a bronze to add to its kitty for PepsiCo?s Gatorade campaign in the Press category.
In the design category, O&M struck gold for its Day Light creative for Philips Electronics India. The agency also bagged a silver for a couple of creatives from the same campaign. O&M won a second silver metal for its Ogilvy Persian & Urdu creative. Again, O&M won a bronze Lion for its Animal Trees creative for WWF India and its Save Calligraphy creative for the Qalamkari Creative Calligraphy Trust. McCann Worldgroup won two bronze Lions – for its Author Headphones creative for Penguin Group India and Oscar Wilde creative for the same brand. BBDO also got two bronze Lions for its Stick It Art creative for Haiyya, one in the Design Crafts – Illustration sub-category and the other in the Graphic Design – flyers, tickets, invitations, postcards, greeting cards sub-category. While TBWA bagged a bronze for its Wall Cricket creative for Adidas India. Leo Burnett won a bronze for its Good Paper Project for Cotex Bio-farm.
Leading the Press category was McCann Worldgroup, Mumbai, which won two gold Lions for its campaign on Penguin Group (India) audio books ?William Shakespeare?, ?Mark Twain? and ?Oscar Wilde?. Grey Worldwide, Mumbai, won one gold Lion. Leo Burnett won a silver Lion for the Tide Detergent Powder campaign titled ?School?, in the Photography sub-category.
O&M clinched three bronze Lions. Its work on Philips Electronics India?s LED Torch titled ?Forest?, ?Alley? and ?Gorge? won the agency two bronze in Home Appliances & Furnishings and Art Director sub-categories. The agency?s third bronze came from its work on World For All NGO, which launched a campaign on dog adoption. DB Group, Mumbai, won a bronze Lion for ?Fair? campaign done for PE Electronics? Televisions with child-lock product. The Outdoor category too had its share of winners with Grey winning two bronze Lions for its Divorce creative for DHL Express Courier and another metal for its Positive & Negative campaign for Duracell Batteries. O&M won a bronze Lion for its campaign for Philips Electronics India?s LED Torch.
India also managed to rake in three Lions in the PR category. Publicis Communications won a silver Lion for its Adopt a Pothole Project for Apollo Tyres. O&M India/Mindshare Fulcrum won a bronze Lion is for its Roti Reminder campaign for Hindustan Unilever?s Lifebuoy. And lastly, BBDO bagged a bronze Lion is for its Shave or Crave campaign for P&G India.
There was only one winner in the Direct Lion category with DDB Mudra, Mumbai, bagging a bronze Lion for its campaign for Navi Mumbai-based NGO Aarambh.
