MUMBAI: The Indian contingent opened its innings grandly on day one of the Cannes Lions Festival of Creativity 2022 with a seven-metal haul, which includes two Grand Prix, three Silvers and two Bronzes. It also clinched 20 shortlists across five more categories, taking the total shortlists to 37.

The first Grand Prix was won in the Radio & Audio Lions by Dentsu Creative for the ‘The Unfiltered History Tour’ campaign for Vice Media. The campaign was the only shortlist from India and the category, and had got seven nominations. The Grand Prix came under the branded content and podcasts subcategory.

The campaign also won a silver in the media & entertainment subcategory and two bronze lions in the audio-led creativity and cultural insight subcategories, respectively.

The second Grand Prix was bagged by VMLY&R in the Health & Wellness Lions (OTC Products/Devices) for ‘The Killer Pack’ – an innovative 100 percent biodegradeble packaging for the mosquito repellent, which was lined with 5 percent active probiotic bacillus thuringiensis to kill mosquito larvae when disposed of in garbage dumps, dustbins and stagnant water – for Maxx Flash.

The agency also won one Silver Health & Wellness Lion for ‘Adeli’, a unique campaign by Unipads that put menstruating women, colloquially known as adelis in certain parts of the country, into kitchens. The win came in the Brand-led Education & Awareness subcategory.

Reacting to the win, VMLY&R global chief creative officer Debbi Vandeven said, “I am grateful that we get to work with brands impacting the world positively and clients who are passionate about building purpose-driven businesses. And I am very proud that work from around the world is getting the recognition it deserves.”

Dentsu Creative CEO India Amit Wadhwa said, “This is a humongous win. A Grand Prix, 1 Silver and 2 Bronze on Day 1 itself indeed make for a perfect fairytale. The Unfiltered History Tour has won several laurels in the past but this one gets us positioned at the very top in terms of creativity. Kudos to each one from our army of artistic folks, both ex and current, who have invested their blood and sweat to build the masterpiece. This victory completely belongs to you and it deserves to be cherished for times to come.”

Dentsu Creative group chief creative officer india Ajay Gahlaut added, “Winning four metals, including the coveted Grand Prix, on the first day at Cannes is a fantastic feeling. We have great hopes for this campaign and I’m sure it will win a few more metals by the end of Cannes Lions. Meanwhile we’re enjoying the feeling!”