The Anchor: Rajesh Mehta on 5 highs for a marketer winning a Gold at Cannes

28 Jun,2012

By Rajesh Mehta


1.  Winner at a global level:

It was a campaign that was conceptualized and visualized by the team and received laurels globally. The appreciation that we received was absolutely exciting. The admiration that we got withWestern Unionwining at such a global platform was thrilling for our entire team.


2. Not expected from financial services:

Western Unionmoney transfer, being a financial services company, is associated as the category from which cutting edge creative work is not expected. But to break the standard belief that the category can also be innovative was an achievement in itself. The entireWestern Unionmarketing team, along with McCann (creative agency), worked together to develop the campaign, that enabled us to cut through the clutter.


3. It’s a Gold:

There couldn’t be a better feeling than winning a Gold at the Cannes. And apart from that, it was the first Gold win forIndiaat the Cannes 2012. Western Union accomplished two victories with one Award – won the Gold at Cannes and the first gold forIndiafor 2012. There couldn’t be a greater feeling for us than winning these accolades in one night.


4. Befitting to theWestern Unionbrand:

As a marketer, it is a thrill to know that the ad campaign has captured the essence of the brand and has reached out to the right audience. The win at Cannes not only proves the creativity behind the campaign but the spot on messaging captured through it. The out-of-the-box thought process of our creative agency, along with theWestern Union’s internal marketing team’s insights, made this campaign an award winning one.


5. Stood out among all the entries:

For all of us, standing out in a crowd matters more than anything else and that’s exactly what we achieved with this win. There were 4,843 entries from 87 countries sent this year in the OOH Category which was higher than last year. This clearly indicates thatWestern Union’s win of the Cannes Lion Gold stood out and it certainly speaks volumes about the brand.


Rajesh Mehta is Director-Marketing, Western Union India


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