Lukewarm start for India @CannesLions2014

16 Jun,2014

By Delshad Irani

 

India is not off to its greatest start as the first shortlists were released at Cannes Lions 2014. In the category of Direct Lions are McCann Worldgroup’s ‘Share My Dabba’ for Happy Life Welfare & Dabbawala Foundation and Ogilvy’s ‘Operation Smile India’ for cleft awareness that made it to the shortlists, out of 88 entries from India.

 

Out of the 86 entries India submitted in the Promo & Activation category, up for an award are just Havas Worldwide’s ‘No Child Brides’ for Child Survival India; Ogilvy’s ‘Message Barter’ for The Akanksha Foundation and Geometry Global’s ‘Jump Pump’ for Hindustan Unilever, which made hygiene and washing hands a fun activity for children in village schools.

 

Hindustan Unilever’s ‘Kan Khajura Tesan’ is India’s sole entry in the Innovation Lion shortlist. The entry used radio, mobile and entertainment content to successfully engage with people in India’s media-dark areas. It is fighting for a Lion in the category that has Project Daniel, an initiative that helped create 3D printed prosthetics for children of war, a drinkable book and the Adidas Brazucam, a football with a view.

 

The Innovation category has already sprung the first major upset, by the omission of Terre des Hommes’ ‘Sweetie’ by Lemz. Oh the irony! Picked as a top favourite to bag the Innovation Lion by many in the industry, it involved creating a virtual girl to catch sexual predators online. Sweetie helped identify over 1000 paedophiles from 71 countries

 

Source:The Economic Times

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