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Cannes Lions 2012: India gets a Bronze Lion in Direct; no show in Promo & Activation and PR

Last year, Indian agencies had picked 5 Lions on first awards night - 3 Silver Lions in PR and 2 Bronze Lions in Promo & Activation

BestMediaInfo Bureau | Delhi | June 19, 2012

The first awards night at the largest and most prestigious global international annual awards for creative advertising and communications Cannes Lions 59th International Festival of Creativity was disappointing for Indian agencies. For the Lions announced in three categories – Direct, Promo & Activation and PR, there was only one Bronze Lion for India in Direct category while Indian agencies could not manage to get any award in Promo & Activation and PR.

The only award to India on the first award night went to Ogilvy & Mather Mumbai for its IFOLD campaign done for Vodafone India.

The Bronze Lion in Direct category has come from 8 shortlists in this category while there were 4 shortlists in Promo & Activation and one nomination in PR.

For the record, India had no award in Direct category last year but Indian agencies had picked 5 Lions including 3 Silver Lions and 2 Bronze Lions in Promo & Activation and PR categories. All the 3 Silver Lions have come from PR category while 2 Bronze Lions are in Promo & Activations.

In 2010 also, there was no Direct Lion for India but there were 1 Silver Lion in PR and 1 Bronze in Promo & Activations.

The winning campaign:


Creative Execution

India has 638m telephone subscribers, 310m bank account holders, and its low Internet usage forces companies to send printed bills and letters instead of e-bills. And so iFOLD focuses on saving the paper used in making the envelopes for these documents. Even if a few telecom companies and banks adopt iFOLD, given their huge customer base, a whole lot of paper and trees would be saved. And when these bills and letters reach customers in iFOLD-branded envelopes, we spread the message of saving trees to millions of Indians. That’s the power of just 1 fold.

Creative solution to the brief/objective

Ask yourself: Can your letters and documents be folded one more time? With every extra fold you make, you can use a smaller envelope that’s half the size of the original. This saves half the paper used in making the envelopes and a proportionate number of trees. This extra fold is what we call - iFOLD. And so we created a brand, the sight of which instantly tells you; the more you fold, the more you save. We then approached businesses that send millions of letters every day, and introduced them to this simple idea that could save millions of trees.


One of the first businesses to adopt the idea was Vodafone, a telecom company that sends monthly bills to 5m people across India. Just one extra fold, plus the smaller Vodafone-iFOLD envelope, cuts the paper used by half, month after month. So: Trees saved: 800 a month, 9,600 a year Money saved (from expenses): Rs.32m (In USD - $581,820) Cost to Vodafone: Rs.0 Total in USD - $1,454 Also, Cadbury, Coca-Cola, KFC, Asian Paints, Pidilite and Platinum Guild have already signed up to change their envelopes and save millions of trees. Many more are in the process. India has begun to save trees. One fold at a time.


Abhijit Avasthi & Rajiv Rao – Chief Creative Officer

Sumanto Chattopadhyay – Executive Creative Director South Asia

Mayur Varma & Louella Rebello – Creative Director

Namrata Gosavi, Mandar Wairkar and Aswin Sridhar – Art Director

Eugene Rebello & Karn Singh – Copywriter

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