1 Minute View: Thirty-three metals… way to go!

24 Jun,2013

If you were to look at the way Indian entries performed at Cannes Lions over the years, there is a fair reason to bring out the bubbly. Remember, we won only 14 metals last year even though we had sent in 18 more entries. And the five-year high is 25. So it is indeed reason for cheer.


There are some who argue that for a country with over a billion people and a few hundred agencies, winning just 33 awards from the 1110 entries sent isn’t good enough. But that’s possibly not the best way to see it.


However, there’s reason for worry as there were many categories where we scored a nought. Cyber and mobile, for instance which is the future is. And creative effectiveness, innovation, film, promo and activation and radio. Also, it’s key to have PR agencies winning in PR and media agencies in Media. Well, one could say that film we did win a metal, for, even though the entry was sent by Lowe London, it’s an ad created by the Lowe team in Mumbai.


The Cannes Lions, one can argue, is not the only advertising award in the world, but since it is the biggest for Indian agencies, there is a need for a concerted effort to assess what will work well and how we can fare better.


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