Cannes Lions 2016: Rediffusion Y&R and PHD India grab metals for Media Lions

MUMBAI: Out of six shortlisted entries from India, Rediffusion Y&R Mumbai bagged a Silver Lion and PHD India Mumbai won a Bronze Lion.  

Rediffusion Y&R won the Silver Lion for Tata Motors' 'Dipper Condoms' campaign under the Public Health & Safety sub-category. The innovative campaign was to create awareness of use of condoms and prevention of AIDS among truck drivers. Using the colloquial nuances popular amongst the truck drivers, the agency helped the brand create the campaign.

In India, most trucks have the phrase  ‘Use Dipper At Night’ written behind urging fellow drivers to use  "Dip headlights at night." Taking a queue from it, Rediffusion Y&R created a condom brand and named it ‘DIPPER’. It was then packaged inspired  truck art that the truck drivers would immediately relate to.

This is the second award the campaign has grabbed this year at Cannes Lions. Earlier Rediffusion Y&R India had picked up a single Bronze for its entry 'Dipper Condoms' in the Health & Wellness Lions category.

“The campaign is a result of over two years of hard work on the program for Tata Motors. Given that it is different from putting up a TVC, the success of the program brings us joy and validates the work that went into shaping it. The awards are an icing on that cake,” informed a delighted Rediffusion Y&R India president Dhunji S Wadia.

Apart from this, Hindustan Unilever's campaign for Active Wheel Detergent - 'Lo Kar Lo Baat' - also grabbed a Bronze in the media category created by PHD India (Mumbai) for its use of mobile.

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