MAM

Cannes 2011: BBDO's 'W.A.L.S' shortlisted

MUMBAI: BBDO India has made it to the shortlist of the newly introduced Creative Effectiveness Lions category at the 58th Cannes Lions International Festival of Creativity currently taking place in Cannes, France.


The agency’s campaign -- ‘W.A.L.S‘ Women Against Lazy Stubble -- executed for Procter & Gamble’s Gillette Mach3 brand has been recommended.


According to an official statement, only entries that were either shortlisted or Lion winners, across all categories, at Cannes Lions 2010 were eligible to enter, since these were already been judged and established as being creatively world-class by last year’s juries.


 
Hence, ‘W.A.L.S‘ could enter, because it had won the prestigious Silver Cannes Lion in the category ‘PR Led Integrated Campaign‘ at the 57th Cannes International Advertising Festival. It was the first PR medal for India at Cannes and was won amidst over 500 other path-breaking global entries.


BBDO‘s campaign for Gillette was concieved around an AC Nielsen India survey, which claimed that 85 per cent of Indian women preferred clean-shaven men. This prompmted the launched of Shave India Movement (SIM), encouraging men to shave, simultaneously unveiling the Gillette Mach3 razor.


 
Tapping women and celebrities, a Women Against Lazy Stubble (W.A.L.S) group was formed to carry the message to men. Culminating in a mass Shaveathon, SIM brought together 1,858 men making history by breaking both Indian and world shaving records and resulting in Gillette achieving its quarter sales target in just 15 days of the campaign.


The other communication agencies were Mediacom and Encompass. ROI was recorded as 22 times the marketing spend, according to Gillette.


The campaign ran from November – December 2009, and concentrated on urban Indian cities including Mumbai, Delhi, Chennai, Bangalore, Hyderabad and smaller towns such as Ahmedabad and Lucknow.



Meanwhile, in its inaugural year, the Creative Effectiveness Lions category, has received 142 entries from 33 countries, of which seven entries were from India.


TBWAWorldwide Chairman Jean-Marie Dru is the president of the 20-strong member jury, who will award Creative Effectiveness Lions to entries which have shown measurable and proven impact on a client’s business.


The judging process is based on Strategy (25 per cent), Idea (25 per cent) and Results (50 per cent).

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/23/Neeraj_Bahl-Sidharth_Ghosh_0.jpg?itok=fvid3Fd_
Neeraj (Bunty) Bahl appointed ITW Blitz CEO

NEW DELHI: Neeraj Bahl has been appointed as the chief executive officer of ITW Blitz, the talent management arm of ITW Playworx Media and Entertainment, a part of ITW Consulting, an integrated marketing agency.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/22/Hansa%20Research%20Ashok%20Das.jpg?itok=33nD2_TX
HANSA Research ties up with MSW ARS

MUMBAI: Hansa Research and MSW ARS have announced their partnership by launching their communication measurement services in India. “With this tie-up, we bring a significant range of services to the Indian market, thereby helping clients optimise their multimedia communication from the idea stage...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/22/Navratri.jpg?itok=j19eU9aA
Brands bullish this festive season but not for Navratri

MUMBAI: Marketing mavens are aware that a majority of brand spending in India takes place between August and December every year because of a range of festivals that dot this period. It begins with Raksha Bandhan and chugs ahead with Ganesh Chaturthi and gathers steam in September with Navratri,...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/21/denstu.jpg?itok=xFl58pR4
Dentsu appoints Rahul Sengupta as CCO

Dentsu India, the full-service communication agency from Dentsu Aegis Network, has brought in Rahul Sengupta as the chief creative officer (CCO).

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/21/Untitled-1.jpg?itok=-9drpSTH
The Womb will nurture ASUS' India strategy

MUMBAI: The Womb, an advertising and innovations company, has won the strategy and creative mandate for ASUS India, the Taiwanese leader in technology. The agency is tasked with the communications mandate for both smartphones and laptops business in India. The Womb has initiated work for its...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/21/Mallikarjun%20Das.jpg?itok=9kwe0GUf
Publicis' co Starcom wins Lenskart media duties

MUMBAI: Starcom, a Publicis Media company, has won the media duties of the eyewear retailer Lenskart. Lenskart has growing business that reaches out to over 1, 00,000 customers a month via a combination of a strong online business as well as ‘home check-up' service. As per industry estimates, India...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/20/BBH.jpg?itok=0dIZrEuC
BBH bags creative mandate for Smarton

Smartron has appointed BBH (Bartle Bogle Hegarty) as its creative strategy and advertising agency partner after a multi-agency pitch. The agency’s Delhi office will execute the integrated creative strategy for the brand across media.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/20/iprospect.jpg?itok=vAcx-0hl
Intelligent Content vital for branding: iProspect CEO about new solution

iProspect, Dentsu Aegis Network’s global digital performance agency, has launched Intelligent Content – an offering that links production and performance – in India.

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/20/denstu.jpg?itok=B79FV15-
Dentsu Impact elevates Ramaswamy, to make 'Maruti' a vibrant brand

Dentsu Impact recently restructured its creative department and promoted Anupama Ramaswamy as the national creative director. Ramaswamy has been with Dentsu Impact for over a year now, after joining as the executive creative director.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories