From the MxM Infodesk

Adlanders from India wouldn’t want to forget 2009 in a hurry. If the slowdown of 2008-09 was one reason for gloom to descend on the industry, there was good news too – in the form of Cannes Lions – the pinnacle of award shows in the creative arena. With 25 metals,India beat all odds and set an example for global creative powerhouses to sit up and take notice.

While the current economic growth has witnessed a decline in recent times, the number of entries that have been sent to Cannes Lions from India is at its highest. For the record, there are 34,301 entries from 87 countries that have been submitted to the Cannes Lions, of which 1,182 pieces have been entered from India. This is slightly more than the last year’s figure of 1,177 entries.

A quick recap into India’s previous performances at the festival throws up interesting facts. Like 2009, the year 2011 too ended on a good note for India as it managed to accumulate a total of 24 metals – just one short of India’s highest ever tally of 25 Lions in 2009. With 4 Golds, 7 Silvers and 13 Bronzes, it was a memorable year for most agencies as hopeful entries ended up bagging the coveted metals. This was after India ended up putting 42 shortlists under its name.

Mudra Communications emerged the ace performer as it ended up with three Silver Lions, five Bronze Lions and nine shortlisted entries. They were followed by BBDO India that bagged two Silvers, one Bronze metal and seven shortlists scoring 20 points. Ogilvy & Mather India with 13 points ended up third. McCann Worldgroup came next and was followed by Lodestar UM and Taproot India tying for the fifth place.

As for the entries, the one that caught maximum attention was ‘Silent National Anthem’ by Mudra that won a total of four metals – one Silver metal and three Bronze metals. Another noteworthy entry was BBDO India’s ‘W.A.L.S – Women Against Lazy Stubble’ for Gillette that bagged the inaugural Creative Effectiveness Lion. Ogilvy & Mather too won metals for their entry ‘Train’ for Indian Railways and for Mentos Sour Marbels entries – Guillotine, Snake and Gun. McCann’s work for Onida Mobile Phones also enabled them to bag a couple of awards.

In contrast, 2010 was one of the tough years for Indian ad agencies as they managed only 17 metals comprising 3 Golds, 6 Silvers and 8 Bronzes. The tally picked up pace towards the latter part of the event, offering a glimmer of hope to the delegates assembled, who otherwise were faced with the scare of India losing out on its popularity to outside countries.

What was disheartening was that India drew a blank in most categories including Titanium, Integrated and Film Craft but finished well in Print, Design and Outdoor. While Publicis won a Gold Lion Campaign for the work done for Publicis Communications, Ogilvy won a Bronze Lion for the work done for Department of Posts. Aman Ki Asha and TransAsia Papers were the two entries by Taproot India that scored big at the awards. Tide Dirt Magnets by Leo Burnett was another entry that received due credits at the awards show. If not the metals, the delegates were perhaps comforted by way of august speakers who turned up at the event to share their knowledge on the given subject. It also witnessed Piyush Pandey and Agnello Dias taking part in discussions on the stage – a fact that was earlier moaned by Indian adlanders quite aloud.

As for 2009, it was the best so far for India as it bagged 25 metals including 4 Golds, 7 silvers and 13 Bronzes out of a possible 42 shortlists. The highlight of the year was India winning its first Film Lion Gold, which was awarded to JWT India for the work done for The Times of India Chennai launch, entry titled A Day in the Life of Chennai. The entry by Senthil Kumar was awarded Gold in the Film Craft category and the in Music category. As for the agency tally, it was Ogilvy that emerged triumphant with 27 points followed by JWT India at 26 points. Publicis and Leo Burnett came third and fourth respectively. Other notable winners were Happy Dent’s Palace, Fevicol’s Bus, Neo Sports’s Gas entry, etc.

Other notable winners included MediaCom India bagging a Gold Lion and a Silver Lion for ‘To Shave or Not to Shave’ campaign done for Procter & Gamble’s Gillette, Maxus bagging two Bronze Lions – one for ’20 Million Experiences’ for Tata Sky and one for ‘Midas Touch’ for Nokia India, Lodestar Universal bagging a Bronze for Nano and Madison Media winning a Bronze for ‘Say Condom, Aloud’ for BBC World Service Trust.

Metals Tally in 2011

Gold – 3

Silver – 10

Bronze – 10

Creative Effectiveness metal: – 1

Total No. of Metals - 24

Metals Tally in 2010

Gold – 3

Silver – 6

Bronze – 8

Total No. of Metals - 17

Metals tally in 2009

Gold – 4

Silver – 7

Bronze – 13

Total metals – 25