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Cannes Lions 2011: India regains its last year loss

Indian agencies equal the total tally of Lions to the year 2009; last year they came home with 17 Lions.

Neha Saraiya | Delhi | June 27, 2011

The 58th Cannes Lions International Festival of Creativity has come to an end after a week full of surprises.  And this time, Indian agencies came back home, with 24 metals in their kitty including three Gold and ten silver, Bronze each. And yes, one maiden metal for the creative effectiveness category introduced from this year.

Now this count is way improvement from 2010 when India had stopped ticking after 17 metals. Interestingly, the gold metal remained stagnant at three in both the years.

Last year, O&M lead the pack with a close call from Leo Burnett at three metals and this year, its Mudra’s Silent anthem that has sung loudest with eight metals including five bronze and three silver. Next in row came BBDO with three metals subsequently followed by McCann and O&M.

A first time win of Gold in the Media category by Lodestar was much talked about as last year, Leo Burnett tamed a Bronze for itself in the same category.

Also a Gold won by Publicis in the design category last year is replaced by a small boutique agency, Out of the Box.

But it has been three consecutive years, and India has not been able to register a Grand Prix in its name after 2008. Hope this monotony breaks through in 2012 Cannes, scheduled for two week earlier this time.

A two-year comparative analysis of India’s performance at Cannes Lions International festival of creativity:-

Category Agency/Metals  in 2010 Agency/Metals  in 2011
Film O&M (S) Mudra (B)
Press RMG (G) O&M (S)
Taproot  (G) & (S) McCann (S)
Leo Burnett (S) Grey (B)
Mudra DDB Group (B) Mudra (B)
Bates 141 (B)
Design Publicis (G) Out of the Box (G)
O& M (B) Mudra (2S) & (B)
Outdoor Leo Burnett  (S) & (B) Taproot (S)
Creativeland Asia         (S) & (B) Sorento Healthcare Communications (B)
Media Leo Burnett (B) Lodestar (G)
Maxus (S)
Radio Leo Burnett (S) McCann (B)
Film Craft O&M (G)
Mudra (S)
Promo O&M (B) Mudra (2B)
Creative Effectiveness BBDO

Metals Tally in 2010

Total No. of Gold (G):- 3

Total No. of Silver (S):- 6

Total No. of Bronze (B):- 8

Total No. of Metals: - 17

Metals Tally in 2011

Total No. of Gold (G):- 3

Total No. of Silver (S):- 10

Total No. of Bronze (B):- 10

Creative Effectiveness metal: - 1

Total No. of Metals: - 24

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