Cannes Lions 2024: A muted day 4 for India, only 2 metals added to the tally
Cannes Lions 2024 so far has been a slow but steady season for the Indian contingent. However, day 04 turned out to be quite muted for the country as only two metals came their way at the awards night. The first win came for Leo Burnett that won a silver in Creative Effectiveness Lions under single-market campaign subcategory for Oreo’s ‘#BringBack2011’ campaign.
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OREO's campaign recreated their 2011 India launch, tied to the nation's World Cup win that year. Featuring MS Dhoni, it aimed to revive the victorious spirit and bring luck to Team India for the 2022 World Cup. The campaign was driven by a simple insight that Indians are quite superstitious, especially when it comes to cricket and world cup. Therefore the nostalgic and patriotic campaign evoked memories and excitement among cricket fans for the 2022 world cup. Dhoni’s appearance with his 2011 look added charm, hoping to inspire another victory.
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Elated with the win, Rajdeepak Das, CCO, Publicis Groupe South Asia and Chairman, Leo Burnett South Asia commented, “To be picked as a Creative Effectiveness winner you have to be the best of the best consistently. And we couldn’t be prouder to take home a silver for our Mondelez Oreo #BringBack2011 campaign. This campaign is a powerful example of how creativity can play an effective role in driving business, fostering a deeper connection with the audiences and building the brand.” This is Leo Burnett’s third metal at the ongoing Cannes Lions Festival of Creativity. The previous wins came in the form of a gold and a bronze metal for its ‘Gatorade Turf Finder’ campaign in Creative Data Lions and Entertainment Lions for Sports. The second win of the day was reserved for Ogilvy under Creative Strategy Lions. The agency picked a bronze for ‘Vi Human Testing Network’ campaign created for Vodafone Idea Ltd for market disruption. For the campaign, Vi collaborated with Mumbai's renowned dabbawalas, known for their efficient delivery system. They tested and reported on Vi's GIGAnet 4G network across various city locations. This initiative aimed to highlight the network's extensive coverage and reliability. By using the dabbawalas' trusted reputation and extensive reach, Vi demonstrated the robustness of their service in real-world conditions. Celebrating the win, Kainaz Karmarkar, Harshad Rajadhyaksha, Sukesh Naik, Joint CCOs, Ogilvy India, said, “The Vi Dabbawalas idea of ‘Human Network Testing Network’ is so deeply rooted in our culture and in our Mumbai city. It therefore pleases us immensely to see it recognised on the world stage with a Cannes Lion win. There are a big bunch of happy hearts who have strived to make this work shine. Our compliments to Rohit, Abir, Nikhil, Debaleena, Krishnakant, Priyanka and the whole team at Ogilvy, to our production partners at Hungry Films, and to our client partners at Vodafone-Idea (Vi). A heartfelt special thanks goes out to the amazing and iconic Dabbawalas of Mumbai, for helping us deliver this idea as efficiently as any of their dabbas.” This was Ogilvy’s fourth win at the festival after picking a bronze for ‘The Impossible Choice’, a silver for ‘Taj Mahal Megh Santoor’, and another bronze for ‘Erase Valentine’s Day’ campaigns. The country could not secure any wins in the Brand Experience & Activation Lions, where it had six shortlists. Other awards announced today were Creative Business Transformation, Creative Commerce, Innovation, and Luxury & Lifestyle Lions where India had no shortlists. Here’s how the overall metal tally looks like for India at the end of the fourth day at Cannes Lions 2024: What’s in for the final day Today is the fifth and the final night of Cannes Lions Festival of Creativity 2024. The global ad world will unite for one last time today to celebrate the best of creativity across the remaining categories. The winners will be announced for Film, Glass, Sustainable Development Goals, and Titanium Lions along with the coveted Grand Prix for Good. Indian contingent has a total of nine campaigns in the running; one in film, three in glass, and five in sustainable development goals. The campaigns include Brand David Communications' ‘The Sweet Truth’ for Colgate; Leo Burnett’s ‘Project Farm Equal’ & ‘Drops of Joy’ for Lay’s, ‘Period Science for Moms’ for Whisper; McCann’s ‘Dabba Saving Accounts’ for ESAF Small Finance Bank, ‘Fit My Feet’ for Buckaroo.
Tags : Leo Burnett India Cannes Lions 2024 Rajdeepak Das Vi App Creative Strategy Lions