Creativity involves breaking out of established patterns in order to look at things in a different way – Edward de Bono
Yes, creativity involves thinking out-of-the-box to reach a space where you can churn out ideas that gel and sell. Ideas that gel with the audiences and sell for the marketers. Indian agencies have definitely come a long way since digital media came into the forefront of operations. There are many agencies that have carved out a name for themselves, winning several prestigious awards and setting benchmarks for the fellow competitors. The participation of Indian agencies has almost doubled up since they first started out participating in scores of prestigious festivals. The Cannes Lions Festival has been synonymous with excellence. The 62nd Cannes Lions Festival of Creativity ended with Indian agencies taking home a tally of 14 metals. The bragging rights for this year will surely be winning a Grand Prix in the inaugural Glass Lions Category.
However, the participating agencies failed to win a Gold this year. Have a glance at the metals won by the Indian agencies this year.
• 2 Health Lions – One Silver & One Bronze
• 5 Outdoor Lions – Two Silver & Three Bronze
• 1 Media Lion – Bronze
• 4 Press Lions – Three Silver and One Bronze
• 2 Glass Lions – Including Grand Prix
The Health Lions category featured Ogilvy and Mather winning a Silver for Giant Footprints and Medulla Communications winning a Bronze for Cinnarazine’s ‘Spinning Living Room’ respectively. In terms of Outdoor Lions, McCann Worldgroup India (Essel Group’s Dish TV) and Creativeland Asia (Durex) won a Silver Lion each. Grey Worldwide India (DHL), Ogilvy and Mather (Puffin) and DDB Mudra (Volkswagen) bagged Bronze Lions each. In terms of Digital Media, BBDO bagged a Bronze Lion for P&G’s ‘Touch The Pickle’ campaign. The campaign also won the Grand Prix in the category. In terms of comparison with the previous years, the number of metals has shown a drastic downfall. India had managed to win 34 metals. In 2013, India had managed to bring home 34 metals. Whereas, in 2014 India won 27 metals.
However, it was very encouraging to see an Indian agency win the Grand Prix in the new Glass Lions category for communication that promotes gender equality. Both BBDO shortlists Touch the Pickle and Share the Load were absolutely innovative and deservedly Touch the Pickle won India’s 1st Grand Prix (in this category) because of a very unique idea, emotional connect and astute storytelling. Other agencies should take cues from the performance to deliver more such campaigns. Indian advertising has come a long way in the international arena, or at least it would seem so, given the number of entries by Indian advertising agencies at the Cannes Lions, which places India amongst the top five countries. The number of Indians who are members of various jury panels is also impressive along with the contingent of attendees from India. We can conclude that smaller agencies will continue the trend of performing well on these international platforms to place the country of the digital and creative map.
Here’s the list of Indian winners on an infographic, courtesy www.adageindia.in