At the 57th Cannes Lions advertising festival, the first set of awards to be announced were the Promo & Activation, Direct and PR Lions. India won one Bronze Lion in the Promo & Activation category, which was awarded to Ogilvy & Mather Kolkata for AICMED’s Meltdown campaign.
The category had the highest spike in number of entries this year, registering a rise of 43% in overall number of entries over 2009 levels, albeit from a small base. India, incidentally, had the third highest number of entries sent in for Promo & Activation with 103 entries in 2010 over 49 entries sent last year (after Germany’s 166 entries and Brazil’s 113 entries) but managed to convert only one of the two shortlists into a metal.
TBWA’s Replay campaign for Gatorade won the Grand Prix, where the energy drink looked at reaching out to consumers in their 30s, who were no longer as athletic as they used to be. Talking about the Grand Prix entry, Manikas said that the refuelling benefit that was demonstrated by the idea was really unique, and the underlying thought had grown bigger than the idea, it had succeeded in creating a movement. See campaign below.
Campaign India’s Bindu Nair Maitra caught up with Vijay Singh, managing director, 141Sercon, and part of the Promo & Activation jury this year, to understand the aspects of the judging process where Indian entries lost out and what it takes to win at Cannes in Promo & Activation. As one of the jury members pointed out, this was an especially exciting and challenging category to judge because it was the most blurred category; it was difficult to draw a line as to where any one aspect of the communication mix started and another ended.
Additionally, entries that didn’t have a video component to their entry to explain the campaign objectives definitely lost out in the final reckoning. Singh says that’s where a number of Indian entries lost out.
Could you tell us about Ogilvy & Mather Kolkata’s winning entry from India in the Promo & Activation Lions category and what got it into the reckoning?
Listen to Vijay Singh's reply
See campaign below
Overall, India had the third largest number of entries in the category this year, and yet managed to convert only one of the two shortlists into a metal. Where do you believe Indian entries fell short?
Listen to Vijay Singh's reply
Among the Indian entries that you judged under Promo & Activation, did you see enough examples of entries that were part of a larger, integrated campaign or one-off clever ideas that were solely executed across Promo & Activation?
Listen to Vijay Singh's reply
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