MUMBAI: It isn’t turning out to be a great show for Indian advertising agencies at the ongoing Cannes Lions 2014. While it has been a no show for India in Creative Effectiveness and Promo & Activation Lions, a few agencies have been able to get back some glory.
McCann Worldgroup has grabbed two Silver Lions for its campaign ‘Share My Dabba’ in the Direct category. This work was done for Happy Life Welfare with the help of Dabbawala Foundation. The campaign that aimed to feed street kids grabbed the attention of not only India’s Human Resource Minister but also inspired many other lunch services to take the initiative forward. All this was done through a 'Share Sticker'. With this sticker the dabbawalas were alerted to dabbas that contained un-eaten food; they then shared these 'marked' dabbas with children in need.
British Airways’ ‘Magic of flying’ campaign bagged the Grand Pix in this category. The campaign was executed by OgilvyOne.
In the PR category O&M’s ‘Google Reunion’ campaign picked a Silver and Bronze Lion. This film which was first released on various digital platforms within 30 hours of release received over one million views on YouTube. In less than a week, the ad was the third most viral video on the internet. Currently, the film has over 50 million views across all digital platforms, leading to a 38 per cent increase in awareness for new search features.
According to the agency, the digital film earned 52 years (273, 34, 441 minutes) of free viewing time making it the most viewed and shared film in the history of Indian advertising.
The agency also picked up a Bronze Lion for its work done for Akanksha Foundation Schools.
The Grand Pix in this category was awarded to Creative Artists Agency Los Angeles for its campaign titled, ‘Chipotle Mexican Grill.’