Cannes Lions Lowe India wins, but doesn't win, silver
The feeling must be close to hitting a hole-in-one at golf when no one is around to watch it.
Lowe Lintas + Partners' film 'Help a child reach 5' for Lifebuoy, entered by Lowe + Partners, London, won a sliver Lion in the Film.,Corporate Image sub-category.
[caption id="attachment_897437" align="alignleft" width="380"]
Lifebuoy- Help a child reach 5 campaign[/caption]
If the film were entered by the India office, the Indian tally would have gone up to 34.
Lowe Lintas + Partners India has not been taking part in any awards show for some years now, so it was a surprise to see the entry at Cannes.
"As you are aware, the India office, as a policy, does not send entries to any awards. However, the London office is free to submit work that they believe is deserving from any office," R Balki, chairman and chief creative officer Lowe Lintas + Partners, India, told Firstpost. More here.
More from BrandsWhenFirstpostcovered campaign we had headlined the story "Lifebuoy makes a brilliant non-ad film." You can read the storyhere.
"This is the second Lifebuoy entry to be recognised at Cannes, after Roti Reminder, by Ogilvy Action, won a bronze. You can see the campaignhere.
"There cannot be a more appropriate sub-category for the entry than Corporate Image. This exercise may or may not sell more soap - but it certainly makes one view Lifebuoy as a responsible, caring brand," Firstpost had written yesterday.
Anant Rangaswami was, until recently, the editor of Campaign India magazine, of which Anant was also the founding editor. Campaign India is now arguably India's most respected publication in the advertising and media space. Anant has over 20 years experience in media and advertising. He began in Madras, for STAR TV, moving on as Regional Manager, South for Sony’s SET and finally as Chief Manager at BCCL’s Times Television and Times FM. He then moved to advertising, rising to the post of Associate Vice President at TBWA India. Anant then made the leap into journalism, taking over as editor of what is now Campaign India's competitive publication, Impact. Anant teaches regularly and is a prolific blogger and author of Watching from the sidelines.
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