Cannes Lions: Ogilvy India on top at the moment
Cannes Lions-Indian agencies have 90 entries which are in the running for metals.
With the shortlists out for Innovation, Effectiveness, Direct, PR, Promo and Activation, Media, Mobile, Press and Outdoor, Indian agencies have 90 entries which are in the running for metals.
On top of the heap is Ogilvy India, with 27 entries shortlisted.
Taproot India is next with 21, followed by McCann (15), Leo Burnett (11), Grey (9), DDB Mudra (3) and BBDO India, and Publicis India with two shortlisted entries each.
While this is only the shortlist (the comparison could be equivalent to a candidate making it to the interviews to an Indian Institute of Management), those who have made the cut have reason enough to celebrate. More importantly, the Cannes Lions award 1 point for every shortlisted entry, so, in effect, Ogilvy, with 27 points, heads the table as far as Indian agencies go.
More from BrandsWhich of the shortlisted entries do we think has the best chance of converting the shortlist to a metal? It's tough to say, as many of the shortlisted entries are 'proactive' work - which we haven't seen.
But we're rooting for "Lifebuoy's Roti Reminder" by Ogilvy, which we have seen, and have written about-
[caption id="attachment_877535" align="alignleft" width="259"]
The Lifebuoy Roti Reminder campaign by Ogilvy, India[/caption]
"Just a fortnight ago, we saw Lifebuoy 'advertise' on chapattis at the Kumbh Mela. The innovative campaign, created by OgilyAction for Lifebuoy, saw chapattis being 'branded' with a message on the need to wash one's hands before eating. You can see the campaignhere. What made the activity 'commercial' was the fact that the chapattis had the Lifebuoy name branded onthem, making the activity look like advertising," we had said.
And we had headlined the piece "Lifebuoy makes a brilliant non-ad film".
Hopefully, Ogilvy and Hindustan Unilever will be celebrating this weekend - with more Indian winners.
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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