MUMBAI: In the first list of winners announced at Cannes Lions 2012, India‘s claim to fame came in the form of a Bronze to Ogilvy in the Direct category for its iFold campaign for telecom provider Vodafone.

The Grand Prix winner in this Direct Lions category is ‘The Small Business Day Campaign‘ started by American Express to help out the small shop owners by Crispin, Porters and Bogusky.

However, there were no India wins in Promo and Activation and PR categories. There were four Indian entries in Promo and Activation and one in PR categories.

Ogilvy‘s iFold campaign was aimed at spreading awareness about saving paper. The idea was to encourage people to fold their bills and other extra correspondence in order to use smaller envelopes, thus saving paper. The entry had been shortlisted in the Best Low Budget Campaign sub category.

Commenting on the win, executive chairman and creative director Piyush Pandey said, "A little idea from a young team in Ogilvy Mumbai was supported and implemented by Vodafone India to its India customer base. This award belongs more to Vodafone than to Ogilvy India."

A total of seven Indian entries were shortlisted in the Direct Lions category involving six agencies - McCann World Group, BBDO India, Leo Burnett, DDB Mudra Group and Cheil Worldwide.