Mindshare's metal haul consisted of seven Gold, four Silver and four Bronze; Lodestar (three), Madison (two), Initiative (two), Fulcro (two), SoCheers, Schbang, Bennett Coleman & Co and Mindshare Bangladesh among the Gold winners
FCB Group (six), Good Morning Films (five), Enormous Brands (four), Early Man Film (three), Grey Group (three), Famous Innovations (two), Cheil India, Mindshare, and VMLY&R also among the Gold winners
Indian admakers shine with 22 Lions at Cannes 2021
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The Times of India’s ‘Out & Proud’ initiative executed by FCB Ulka for the LGBTQ community won a Bronze Lion in the Sustainable Development Goals category.
At Cannes Lions Festival of Creativity this year Indian agencies got home a total of 22 Lions, virtually. Of the 29,074 pieces of work that entered from 90 countries, India sent 699. These were entries from the past two years as the awards were paused due to the global pandemic in 2020.
FCB Interface’s campaign 'The Punishing Signal' for Mumbai Police received 7 Lions, including a Gold, across categories like Health & Wellness, Outdoor, Brand Experience & Activation and PR. Talking about the campaign’s success, Rohit Ohri, chairman & CEO, FCB Group India, tells ET, “The biggest marketing lesson from ‘The Punishing Signal’ campaign is that when an idea is born out of a human truth and is deeply relevant culturally, it becomes viral.” This particular work addressed the noise pollution problem in the city of Mumbai by connecting special decibel meters to traffic signals. Every time the honking got louder; the signal was reset. The campaign video got over 6.6 billion impressions globally.
Campaigns strike a cheery note
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The sombre note that shadowed advertising in the last two months has lifted going by the cheerier campaigns that brands put out last fortnight. From Father’s Day to World Music Day to International Yoga Day, brands did some good occasion marketing. Several were clever enough to also do some opportunistic moment marketing around the Ronaldo snubbing Coca Cola incident. Fevicol, Paytm, Ikea, Amul all came up with cheeky campaigns with Fevicol perhaps grabbing the honours on being the fastest as well as the coolest.
Care in every action
On Father’s Day from the syrupy to the sentimental to the transactional (gifting ideas) there were plenty of campaigns, but what caught our eye was a very sweet one from digital insurance firm Acko General. Conceived by Lowe Lintas Mumbai, the film shows a father sternly quizzing his daughter on a broken rear view mirror on his car. The grandfather chips in at this point to defend the girl, and ends up owning up to the damage. What does the father do? That’s the heart tugging sequence in the film as their roles are reversed, but the son surprises the father.