Three metals for India in Media Lions

MUMBAI: In the Media Lions category, day three at Cannes brought India good news as Leo Burnett bagged the Silver metal for its Ink Pad campaign for Door Step School along with Cheil Worldwide for Samsung Printers’ Minus One Project.

Joining the metals bandwagon, BBDO and Mediacom secured a Bronze for Gillete’s You Shave. I Shave. campaign.

India‘s performance in the Mobile category was bleak as it had no shortlisted entries. In the Creative Effectiveness category, it also scored a blank. Being the only shortlisted entry, Creativeland Asia failed to pick up any metal in the category.

BBH London’s work for Axe titled ‘Even Angels will Fall’ won the Grand Prix in Creative Effectiveness category. Manning Gottlieb OMD (Google Voice Search) and Grow Interactive (Google) won the Media and Mobile Grand Prix respectively.

Of a total 3,200 entries, 303 were shortlisted and in the end 113 campaigns were awarded with only 12 receiving Gold. The art of storytelling and use of technology were some of the criteria used for adjudging the winners.

Leo Burnett’s Ink Pad campaign for Door Step School was an effort towards increasing awareness and participation in the client’s adult literacy drive. The objective of the promotion was to give uninterested adults the first taste of how much fun learning could be.

In order to bring illiterate adults, Leo Burnett placed a transparent sheet with cut-outs of the alphabets of Hindi (Devanagari script) on top of a regular ink pad which allowed illiterate individuals to print their name. A door to door activation was conducted with the help of local volunteers using the ink pad and thus turning the symbol of illiteracy - the thumb imprint - into a tool to write and encourage people to enroll for the adult literacy programme.

The target of Cheil Worldwide’s campaign for Samsung Printers, titled Minus One Project, was to encourage sustainable printing practices and was targeted at existing and new customers.

The Minus One Project encouraged people to print documents after reducing the font size by just one unit. This reduced the number of pages required to print the document by up to 50 per cent and people could save trees even while taking printouts. Hence they found a solution relevant for the brand as well as nature. Minus One was adopted by many corporate organisations, schools, colleges and other institutes and presented Samsung Printers as a brand that comes up with smart solutions for complex problems.

As a part of the campaign Hindi author Premchand’s classic ‘Gaban‘ re-printed in one size less than in the original copy, having around 25,000 copies in the first print run saving more than 3,50,000 paper sheets. In all, a total of 73 organisations, schools and colleges adopted the idea and took the ‘Minus One Pledge‘.

BBDO’s campaign for Gillete took the unconventional route and showed women shave their legs in public to egg on their male counterparts to shave as well. Thus the name ‘You Shave. I Shave‘. The campaign roped in actors Neha Dhupia and Arbaaz Khan for the exercise where the former shaved her legs in public to get Khan to do so as well.

Latest Reads
Havas Group India appoints Priyanka Mehra as director marketing and communications

Havas Group India has appointed Priyanka Mehra as director marketing and communications. The appointment is in line with unifying communications across all disciplines under the Havas Group umbrella. Her remit includes working with the senior leadership in India and the regional communications team...

MAM Media and Advertising People
Avvatar sports nutrition urges people to take up a habit instead of a resolution in their new-year digital campaign #aadatbanalo

New year approaches and everyone starts making resolutions. And not surprisingly, most of those resolutions are about getting fit, losing weight and getting in shape.

MAM Marketing MAM
Worldwide Media’s marquee digital property filmfare short film awards announces the 3rd edition

Filmfare, the most credible name in the Indian entertainment industry is back with the 3rd edition of the prestigious Filmfare Short Film Awards 2019. The platform is inviting entries till 31st January.

MAM Marketing MAM
Qatar Airways launches Hollywood-style campaign 'A World Like Never Before'

Qatar Airways started the new year with the launch of the airline’s biggest and most cinematic brand campaign to date, ‘A World Like Never Before’. Conceived and created by 180 Kingsday – Qatar Airways’ agency on record – and produced by London production company, Ridley Scott Associates Films, the...

MAM Marketing MAM
Niine launches period tracker app in Hindi, English

Made-in-India sanitary napkin brand Niine has launched, in collaboration with Federation of Obstetric and Gynaecological Societies of India (FOGSI), a period tracker app. The app has been developed in consultation with medical professionals and is said to be the first to be developed by a sanitary...

MAM Marketing Brands
Ipsos Study 74% Indians are content with their current body weight

According to a new study by Ipsos that explores world’s food habits, insights about Indians are particularly interesting as they bust myths about food habits of Indians

MAM Marketing MAM
91% Indians to spend more on e-com sites in 2019

Factors like growing traffic congestion across the cities are prompting more and more people to shop online reveals the business and brands predictions report 2019.

MAM Marketing Brands
Celebrating the self, Blenders Pride Fashion Tour 2018-19 arrives in Mumbai

The 14th edition of the Blenders Pride Fashion Tour celebrated the self and the individual through its extraordinary new concept-‘Pride’, in Mumbai.

MAM Marketing Brands
MS Dhoni turns world upside-down in Orient Electric's new ad for Aeroslim fan

Orient Electric, part of the USD 1.8 billion CK Birla group, launched an integrated advertising campaign to promote Aeroslim, “India’s first smart ceiling fan”. Aeroslim fan is IoT-enabled and can be controlled via Orient Smart mobile app or by using voice commands via Alexa or Google Assistant. It...

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories