On the opening day for awards at the Cannes Lions International Festival of Creativity 2013, Indian agencies brought home four metals – a Silver and three Bronze Lions.
From the four nominations that Indian agencies had in the PR Lions category, three translated to metals. Publicis Communications' work for Apollo Tyres titled 'Adopt a Pothole Project' in the 'Automotive and Transport' sub-category won a Silver Lion. The campaign asked people to adopt potholes, share it among friends and get 25 supporters. Once the objective was achieved, Apollo Tyres promised to fix the pothole on behalf of the person who adopts it and inscribe the person's name on it. View the campaign here:
BBDO India’s entry ‘Shave or Crave’ for P&G India’s Gillette Fusion Gamer in the ‘Best Integrated Campaign Led by PR’ sub-category won a Bronze Lion. The “War against ‘Evening Stubble'” campaign was launched as part of the Gillette Fusion Gamer razor launch. The launch was on a moving train with celebrties in attendance. View the campaign board here:
Ogilvy India’s work for Hindustan Unilever's Lifebuoy titled ‘Lifebuoy Roti Reminder’ secured a Bronze in the ‘Corporate Responsibility’ sub-category. For Lifebuoy, the agency stamped the brand's handwashing message onto millions of rotis at Kumbh Mela. View the campaign board here:
Indian entries also won a lone Bronze metal in the Direct Lions categoy. DDB Mudra Group's work for Aarambh titled ‘Help Desk’ in the ‘Best Low Budget Campaign’ sub-category was the entry that secured metal. The agency created portable desks and bags using discarded cartons for students in rural areas. View the video here:
No Indian entry earned metal in the Promo and Activation Lions category, which had one shortlist from India.
There were no Indian shortlists in the Creative Effectiveness competition, as reported earlier.