MUMBAI: Ending this year’s Cannes Lions Festival on a winning note, Taproot India bagged a Gold Film Craft Lion for its ‘I am Mumbai‘ campaign for client Times of India, in the Direction sub-category.

India‘s overall performance at Cannes was not inspiring at all as it failed to get a Grand Prix. The scorecard looked unhealthy as it pocketed just three gold trophies, three silver and eight bronze. The winning list was better last year with four gold and a total of 24 trophies that included 10 silver.

India‘s weaker record was all the more disappointing as newer markets like Tunisia, Puerto Rico and the UAE made their mark in the creative field.

India also scored a a blank in the recent categories like Cyber and Mobile.

Taproot may have had some satisfaction amid this gloom. The last winning streak, which came in the form of ‘I am Mumbai‘ campaign, was created by Ramesh Deo Productions.

The film had also qualified in the Film Lions category, but failed to convert the shortlist into a metal win. Also shortlisted in the Film Craft category was BBH India’s work for Google Chrome titled Tanjore, but did not win a metal.

Paris-based agency BETC won the Grand Prix in the category for its ‘Bear‘ campaign that it created for Canal+ in the ‘Best Production Value‘ sub-category.

Taproot’s ‘I am Mumbai’ campaign consists of a series of stories featured in the paper compiled in one film. It touched upon current events like the politically-motivated university ban of Rohinton Mistry’s book, the milk adulteration fiasco, the horrifying hell of the kavda orphanage and the fight against illegal political posters destroying our cityscape. The idea was to communicate that every morning one voice – the tabloid Mumbai Mirror - makes sure that many voices in the city are heard.