MUMBAI: Looks like India has got to a good start at Cannes Lions 2014. In the Promo & Activation Lions category: Havas Worldwide, Ogilvy&Mather India and Gometry Global have made it to the shortlist.
It can be noted that last year only one entry had qualified to the shortlist for this category. Havas Worldwide India’s ‘No Child Brides’ campaign for Child Survival India has been shortlisted under the sub category ‘Exhibitions and Digital Installations.’ Production house Uncommonsense helped execute the campaign.
Ogilvy&Mather's ‘Barter’ campaign for The Akanksha Foundation (Akanksha Foundation Schools) has also been shortlisted under the sub category ‘Use of Social Platform(s) in a Promotional Campaign.’
Gometry Global’s ‘Jump Pump’ campaign for HUL is the third India entry that has qualified for the final round of judging.
Launched in 2006, the definition of Promo & Activation for the purpose of Cannes Lions encompasses activity which is designed to create immediate activation and/or offer for the sales of a product or service. This may be made effective by using sampling, tie-ins, competitions, events, in-store advertising, exhibitions and other promotional vehicles, such as digital media.