Cannes Lions 2011 has begun on a good note for India, with 13 shortlists across the two categories that have been announced till now. Indian agencies have managed to secure six and seven shortlists in the Direct Lions and Promo & Activation Lions categories respectively. Among Indian agencies, Mudra Communications leads the list with six shortlists across the categories.
With four shortlists, Mudra leads among Indian agencies in the Direct Lions category. Mudra’s work titled ‘Disappearing Discounts’ for R I Ayurveda Research Labs managed two shortlists under the Flat Mailing and Traffic & Brand Building sub-categories. The agency’s entries ‘Bouncing Mail’ for Union Bank of India and ‘Silent National Anthem’ for Reliance Media Works under the Flat Mailing and Best Low Budget Campaign sub-categories. Under the Ambient Media & Print Collateral, Non-Mail (Small Scale) category, Grey Worldwide’s entry ‘Magic Drain Opener’ for Procter & Gamble earned it a shortlist. Contract Advertising's 'Soles with souls' entry for J.K. Tyre & Industries was also shortlisted in the 'Corporate Image & Information' sub-category.
In the Promo & Activation category, BBDO India managed to earn three shortlists. The agency’s entries ‘Shave Sutra’ for Procter & Gamble in the Best Use of Experiential Marketing in a Promotional Campaign, ‘Cops on Coats’ for PepsiCo in the Best Sponsorship or Partnership Campaigns and ‘Call from the Future’ for Aviva Life Insurance Company in the Financial Products & Servcies sub-categories made it to the list. Creativeland Asia earned their shortlists for their entry ‘Plan-T’ for Parle Agro in the Best use of Social Media Marketing in a Promotional Campaign and Food and Non-Alcoholic Drinks sub-categories. Mudra’a ‘Silent National Anthem’ earned the agency shortlists in the Best Use of Broadcast in a Promotional Campaign and Corporate Image & Information sub-categories.