Rahul Kapoor – Televisionpoint.com | Cannes
In the Press Lions category, Indian agencies have bagged two metals – Ogilvy & Mather (O&M) won a Silver Lion for Perfetti Van Melle’s Sour Marbels candies, while Rediffusion – Y&R Delhi won a Bronze for Bharti Airtel at the International Advertising Festival, Cannes.
O&M had three nominations for individual creatives of Sour Marbles. The campaign was conceived to portray the extreme sourness of the candy. The ad showed a crocodile spitting out a lion, which in turn was spitting out a man, who was again spitting out a Sour Marble candy, thus highlighting the sourness of the candy.
Rediffusion – Y&R had three nominations for its work on Bharti Airtel’s Mobile Phone Data Backup service. The campaign aimed to inform existing Airtel users that even if one loses one’s phone, the data can be retrieved by sending a simple SMS to a number.
The ad shows a view from the top of a high rise building, where people are seen lying on the street as if they have fallen from the building. The copy says ‘Don’t drop your contacts when you drop your phone. SMS backup to 57057’.
Commenting on the wins in the Press category, jury member Abhijit Awasthi, executive creative director, O&M – South Asia, said there were other entries from India, but they couldn’t measure up to the benchmark. “The jury looked for fresh ways of delivering proposition, newness in execution and setting standards for future,” Awasthi said.
On the Sour Marbels win by O&M, Awasthi said though it was a comfortable Silver, not many jury members were enthused about it when it was nominated for Gold.
The haul last year included Grand Prix as well as Gold Lions. Grand Prix still remains elusive this year and members of the Indian contingent feel that there won’t be any Grand Prix to take back home this time.
At the international level, the Grand Prix in this category went to Fred & Farid Paris for their work on Wrangler. The Wrangler campaign features a bunch of denim wearing models, who have become cannibal creatures of the night. The copy reads – ‘We are animals’.
With results of nine categories already announced, there are only Films and Integrated Lions to vie for in the days to come. Further, eyebrows are being raised about some of the Indian works which won metals here.
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