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Cannes Lions 2012: A lackluster Indian show so far

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)
Direct O&M (B)
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
Mudra (S)
Promo & Activation Nil Mudra (2B) O&M (B)
Creative Effectiveness Nil BBDO

Metal 2012 (As of June 22) 2011 2010
Gold 2 3 3
Silver 3 10 6
Bronze 7 10 8
Creative effectiveness Nil 1 Not introduced
Total 12 24 17

Agency Gold Silver Bronze Total
DDB Mudra Group 1 1 2
McCann Worldgroup 1 1
Leo Burnett 2 1 3
O&M 3 3
BBDO India 2 2
Cheil WW 1 1
Total 12

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