India has one winning entry in the PR Lions category, with BBDO India winning a Silver Lion for P&G’s ‘Women against Lazy Stubble’ campaign, among the 44 metals that were awarded in the category. India did not win anything in Direct Lions, although it had shortlists in the category.
PR Lions had a total of 571 entries over the 431 that it received last year. India had sent in 12 entries this year.
TBWA’s Replay campaign for Gatorade, which won the Grand Prix in the Promo & Activation category, also bagged the Grand Prix under PR Lions. The campaign was about reaching out to consumers in their 30s, who were no longer as athletic as they used to be. It involved getting two teams, which had tied off in a high school football game years ago, back to play against each other again. The original players, much older now, underwent training to get back into shape. The final match was attended by a crowd of 15,000, and generated US $3,415,255 in earned media. It was also named as one of CNN’s top stories of 2009.
Speaking about the win, Josy Paul, chairman and national creative director, said, "We're obviously thrilled, and that's because of two reasons: When we set up the agency, we spoke about creating great news for the brand, not just films. So this is a great acknowledgement of that positioning. It's also rewarding to do transformational, real work on large brands with the involvement of customers and partners like MediaCom and Weber Shandwick, and, of course, a brave client like Procter & Gamble who were open to non-traditional ideas."
Talking to Campaign India about the winning entry from India, Nandita Lakshmanan, founder and CEO, The Practice Porter Novelli, and one of the jurors on the panel, “The campaign was about this low category product - the razor. The feeling among the jury was that in trying to understand how interest was generated in the category and consequently generate buzz and conversation around it. The Women against Lazy Stubble campaign met that criteria.”
See BBDO India's campaign and TBWA's Grand Prix winning entry below.
Listen to Nandita Lakshmanan speak about the Indian win
Listen to Nandita Lakshmanan speak about what Indian agencies need to watch out for