India has managed to win three shortlists at this year’s London International Awards and each of these wins have come in three different categories. McCann Erickson Mumbai has won a shortlist for its entry titled ‘Saregama Music – Keeping the Legend Alive’ in the Non-Traditional Direct Marketing category, while Leo Burnett Mumbai has secured a shortlist for its entry - ‘Street Kids Welfare’ for Saathi in the Radio – Public Service/Social Welfare category. In the category of TV/Cinema/Online Film – Production (Post Production — Direction) Ramesh Deo Production has won a shortlist for its work titled ‘I Am Mumbai’ for Mumbai Mirror. The winners will be declared on November 5, 2012.
See the three shortlists below:
Saregama Music - "Keeping the Legend Alive"
Category: Non-Traditional — Direct Marketing
Entrant: McCann Erickson, Mumbai
Client: Saregama Music
Pandit Bhimsen Joshi founded Sawai Gandharwa Festival, India’s largest classical music festival 59 years ago. Last year, the maestro passed away, and there was a question about continued participation from celebrated artists in his absence. This created a cloud of doubt over the attendance of the festival. Using 1100 meters of tape of Panditji’s recordings, McCann Erickson, Mumbai created five musical portraits of Panditji and sent them to celebrated artists like Shankar Mahadevan, Pandit Jasraj, Pandit Ramdas Palsule, Kadri Gopalnath and Ronu Majumdar, Balamurlikrishnan and Vivek Sonar, who willingly accepted the invitation. Seeing the lineup of performers, the festival saw an increase of 50 per cent in attendance.
Street Kids Welfare
Category: Radio – Public Service/Social Welfare
Entrant: Leo Burnett, Mumbai
Since street kids do not have anybody to guide them or teach them in terms of what is right and wrong, they often end up learning the wrong things. Leo Burnett Mumbai used that insight to deliver a strong message and raise funds for street kids. The idea was to use Radio as a medium to make people empathise with street kids and understand the importance of a safe environment for them, which Saathi provides.
Mumbai Mirror - I Am Mumbai
Category: TV/Cinema/Online Film - Production | Post Production — Direction
Entrant: RDP, Mumbai
Agency: Taproot India
Client: The Times of India
The film produced by Ramesh Deo Productions and conceptualised by Taproot India, features vignettes of individuals from Mumbai staging angry protests. Interestingly enough, each of these was based on a story that had appeared in the paper.