MUMBAI: Only one Indian entry has been shortlisted in PR lions 2012 at the Cannes Lions.

The shortlisted entry is from Bengaluru-based The Practice Porter, Novelli, for its campaign - HP Write&Read - for HP India's Home Printing product. It is shortlisted under 'Best Integrated Campaign Led by PR' category.

The brief given to the agency from the client was to establish that printing has a wide range of applications in the home environment, highlight HP's support for building creative writing skills and for children's education in general.

The agency conceptualised Write&Read as a program to help young children channel their inner writers, to give them and their families a glimpse of what was possible with printers, and to do this while making a difference.

They connected HP India with an education-based non-profit to run a series of creative writing workshops and a story writing contest in cities across India. The workshops provided a platform to showcase HP's printers and engage with more than 1,500 children and their parents, as well as schools, teachers and a creative community of authors and illustrators.

In the broader media outreach and online campaign, the agency zeroed in on a much larger base with the dual message of enabling creativity and change. The winning entries from the contest were published in an illustrated book that was printed using HP printers. All proceeds from book sales were donated to the non-profit partner.

The media coverage resulted in more than 54 million impressions. They reached approximately 538,255 people through the online campaign and more than 10,000 key stakeholders directly through the workshops. A program that was conceptualised in India created waves across the organisation. Between the workshops, the printed book, the digital outreach and media visibility, the agency established stickiness for the HP brand and spread the idea that: yes, your printer can do it.