India bags six metals in Outdoor Lions

India has bagged a total of six metals in the Outdoor Lions category. Publicis Ambience and O&M have one Silver and one Bronze Lion each. DDB Mudra has won a Silver Lion, while Leo Burnett has won a Bronze Lion.

Publicis Ambience has won a Silver Lion for Cupid Condom’s ‘Savings’ and a Bronze Lion for L’Oreal India’s ‘Shade’. O&M has won a Silver Lion for its campaign for Perfetti Van Melle’s Sour Marbles (Caveman, Diver, Tourist) and a Bronze Lion for Sab Miller India’s ‘The Elusive Coaster’.  DDB Mudra has won a Silver Lion for its campaign for Air India (Bangalore-Dubai and Mumbai-New York). Leo Burnett has won for its campaign for Bajaj Electricals (Loo, Kitchen and Baby Room). 

Explaining why there were no Golds from India, Draftfcb’s Chax (KS Chakravarthy)who was on the Outdoor jury said, “For the entries to make the cut for Gold, there has to be some kind of paradigm leap that takes place, which takes a step beyond the basic idea and execution. The Silvers got the basic product proposition right, but did not offer a fundamental shift in paradigm to make the leap to Gold.”