Cannes Lions 2011: India picks 5 Lions in PR and Promo & Activations

BBDO leads with 2 Silver Lions in PR; Mudra wins 1 Silver Lion in PR and 2 Bronze in Promo & Activations.

Neha Saraiya | Delhi | June 21, 2011

Cannes Lions 58th International Festival of Creativity announced the awards in three category – PR, Promo & Activations and Direct yesterday where Indian agencies have picked 5 Lions including 3 Silver Lions and 2 Bronze Lions. All the 3 Silver Lions have come from PR category while 2 Bronze Lions are in Promo & Activations.

Last year, India had won 1 Silver Lion in PR and 1 Bronze in Promo & Activations.

Among the awards announced so far, BBDO India leads with 2 Silver Lions in PR followed by Mudra Communications with 1 Silver Lion in PR and 2 Bronze in Promo & Activations.

BBDO India has won the awards for its 'Shave Sutra' campaign for Procter & Gamble's Gillette.

ShaveSutra was released in the form of instructional videos and CDs and distributed in cafes and on the Net. To increase the pleasure, Gillette introduced the new Mach 3 Turbo Sensitive (launched on national TV) - a razor so safe and comfortable, it could even make a virgin shaver a guru. Special ShaveSutra guide books and virals on the net added to the conversation. ShaveSutra was also activated on-ground in over 25 cities - as part of the Shave India Movement. At a mass ShaveSutra event in Delhi, hundreds of women shaved their men in public. A popular Bollywood actor was shaved by two leading ladies which created explosive news!

In 60 days of campaign more than 4 Million consumers joined the Gillette franchise - The campaign got over $3.4 MILLION worth of free media coverage - We got 19.5 million digital interactions - Post campaign, 90% of women in the capital agreed that shaving is an essential part of foreplay - The mass shaving event broke the Guinness Book of Records - Gillette Mach3 Turbo Sensitive became the highest selling razor in India.

Mudra Communications has bagged 1 Silver Lion in PR for its Silent National Anthem created for Reliance Media Works while the same campaign helped the agency to walk away with 2 Bronze Lions in Promo & Activation category for Best Corporate Image & Information and Best use of Broadcast in a promotional campaign.

To promote the Big Cinemas, Mudra Communications had created the world's first Silent national anthem. A unique cinematic experience that turned the National Anthem into a medium that carries the message of unity to a country that often is divided by its 21 languages and thousands of dialects.

Leading TV Channels covered the film and ran it free of cost for a few days. 38 articles in newspapers and magazines. Thousands of blog mentions and tweets. Including those by Bollywood stars and opinion leaders. The Creative Review UK, named it the 3rd most viraled campaign in the world. Total earned media: $5.3 million. Media cost: zero.

Neha@BestMediaInfo.com

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