Is India falling behind the global creative benchmark levels?
BestMediaInfo Bureau | Delhi | June 22, 2012
Did India lose its creativity in a year or is it that other countries have raised their creative standards? How else does one explain the fact that India has been able to win just 12 Lions so far at the 59th Cannes Lions against 24 Lions won last year including a Gold in Film? Only the Film Lions is left to be announced tomorrow.
The medals this year include 2 Gold, 3 Silver and 7 Bronze Lions that have come from 85 shortlists across various categories. India has not been able to win any medal in PR, Promo & Activation, Creative Effectiveness, Cyber and the newly-introduced Mobile.
The awards for Film, Film Craft, Titanium & Integrated, Branded Content & Entertainment categories and Special Awards will be announced on June 23, 2012.
India’s tally in Cannes Lions in 2010, 2011, 2012
|Category||Agency/Metals in 2012 (as of June 22)||Agency/Metals in 2011||Agency/Metals in 2010|
|Film||Yet to be announced||Mudra (B)||O&M (S)|
|Press||Leo Burnett (S)||O&M (S)||RMG (G)|
|O&M (B)||McCann (S)||Taproot (G) & (S)|
|O&M (B)||Grey (B)||Leo Burnett (S)|
|BBDO India (B)||Mudra (B)||Mudra DDB Group (B)|
|Bates 141 (B)|
|Design||DDB Mudra Group (G)||Out of the Box (G)||Publicis (G)|
|DDB Mudra Group (B)||Mudra (2S) & (B)||O& M (B)|
|Outdoor||McCann Worldgroup (G)||Taproot (S)||Leo Burnett (S) & (B)|
|Sorento Healthcare Communications (B)||Creativeland Asia (S) & (B)|
|Media||Cheil Worldwide (S)||Lodestar (G)||Leo Burnett (B)|
|Leo Burnett (S)||Maxus (S)|
|BBDO India (B)|
|Radio||Leo Burnett (B)||McCann (B)||Leo Burnett (S)|
|Film Craft||Yet to be announced||O&M (G)||Nil|
|PR||Nil||BBDO (2S)||BBDO (S)|
|Promo & Activation||Nil||Mudra (2B)||O&M (B)|
|Metal||2012 (As of June 22)||2011||2010|
|Creative effectiveness||Nil||1||Not introduced|
|DDB Mudra Group||1||1||2|