Three Indian agencies strike metal in Outdoor

Good news continues to trickle in for India at Cannes with three agencies from the country being recognized for their work in Outdoor. Mudra DDB’s campaign for Bangalore Traffic Police won them a Silver Lion. Commenting on the ads, Pratap Bose, chief operating officer of Mudra Group, said, “It's a fresh and very emotionally appealing ad which hits you in the gut, coupled with the fact that it is also so real in our real world. I’m delighted that it won since that was our only shortlist in the Outdoor Category.” Bobby Pawar, chief creative officer, added, “It's a simple and powerful idea that evokes a visceral response. I'm happy that it moved the jury enough to vote for it.”

Creativeland Asia was the other agency that earned a Silver for its work on Frooti. The team also got a Bronze for an outdoor campaign for Medimix soap.

Ogilvy & Mather continued their winning streak for The Economist with a Bronze for the outdoor campaign. Sumanto Chattopadhyay, executive creative director at the agency, said, “The campaign has won a lot of awards already at the Abbys, Clio and One Show, so it’s great that it’s also been recognized at Cannes. The outdoor campaign in particular asked viewers to send an SMS to get the answer to the visual puzzle on the billboard; so in that sense it combined media, and there was a Facebook game too. This is the way of the future: where agencies must capture their target audience by connecting the dots on the different media that they consume.” Suprio Guha Thakurta, managing director of the Economist India, added, “One feels very satisfied by the fact that a campaign that moved consumers closer to the brand has gone on to win a metal at the Mecca of ad awards. It shows that if you have a team that works with the clear understanding of the marketing task, then business and creative success go hand in hand; they are not such strange companions as they are made out to be.”

See the winning entries below.