Cannes 2012: On day 3, DDB Mudra bags gold for India
Cannes on Day 3 won more gold for India, taking its tally to two. 'The Hinglish Project' from DDB Mudra Group took home a gold Lion in design.
The design entry is part of the ministry of tourism's Incredible India campaign. Abhijit Bansod, jury member and principal designer and creative head, Studio ABD, says this is perhaps a new beginning for hybrid typographic design work that combines cultures.
"It really stood out amongst the typographic work we saw during the judging process," he adds. India had a total of eight entries on the shortlist with three originating in DDB Mudra Group, including a campaign for Volkswagen India.
'The Hinglish Project' has been awarded a bronze Lion, too. A total of four categories were judged on the day. Press, a traditional favourite with Indian entrants, kept India's ad engine chugging along. There is one silver Lion in Press for Leo Burnett's work for Bajaj Electricals.
Ogilvy takes home two bronze Lions in the same category for its work for Perfetti Van Melle and Mattel Toys' Hot Wheels brand. And, BBDO India has one bronze Lion, courtesy its work for White Collar Creatives.
The Grand Prix winner in Press is United Colors of Benetton's Unhate campaign that cooked up a storm in many places around the world and got it the much-coveted top prize at the Cannes Lions.
In radio there's a lone win, another silver Lion for India as well as Leo Burnett. Titled 'Punishment', the work interestingly was written entirely in Hindi. The work for Mumbai-based book store Strand Book Stall is in the form of a conversation between Mahatma Gandhi and a little boy.
According to Rob McLellan, executive creative director, Network BBDO South Africa, and Radio Lions' jury president: "It is a heart-warming piece of work. India is very similar to South Africa in many ways. Radio is still the most popular medium and sometimes the only way to reach people. I think the piece is a worthy winner."
This brings us to Cyber category, a disappointment of digital proportions. Out of the 27 entrants not one made the shortlist. About India's non-existent presence in this category Anita Varma, jury member and director of Digital Driftwood, says it's a shame because we are great storytellers but falter on how best to use the technology at our disposal.