Eleven works from India won 22 Lions — 2 Gold, 9 Silver and 11 Bronze — at the Cannes Lions this year.
A close look at the winning works tells us that 6 of the 11 campaigns were executed before March 2020 and would have qualified for the Cannes Lions 2020 Awards had it taken place last year. These six campaigns won 16 Lions — 2 Gold, 8 Silver and 6 Bronze.
The five campaigns that were executed after April 2020, and would have qualified for the 2021 Awards, won 6 Lions — 1 Silver and 5 Bronze.
The reasons behind this can be largely attributed to Covid forcing brands to curb advertising budgets, shutting shoots for a few months, and forcing agencies to work from home without meeting colleagues and clients, which is a crucial factor in the communication business.
The agencies sending their best bet because of squeezed budgets due to cost-cutting measures can also be one of the reasons but a close analysis tells us that Covid has had an impact on creativity.
Let us take a look at the winning works with their release date:
Title |
Brand |
Entrant |
Award |
Release |
#Notjustacadburyad |
Cadbury Celebrations |
Ogilvy India, Mumbai |
Bronze (1) |
Nov 20 |
Dove #Stopthebeautytest |
Dove |
Ogilvy India, Mumbai |
Silver (1) |
Feb 21 |
H For Handwashing |
Lifebuoy |
Lowe Lintas, Mumbai / Mullenlowe Singapore |
Bronze (2) |
Oct 20 |
Hackwashing |
Lifebuoy |
Geometry Encompass, Mumbai |
Bronze (1) |
Oct 20 |
The Better Half Recipes |
Swiggy Instamart |
Dentsu Webchutney, Bangalore |
Bronze (1) |
Feb 21 |
The works that would have qualified last year |
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Now, Words aren't Just Heard, But Felt. |
Samsung Good Vibes |
Cheil India, Gurugram |
Silver (1) |
Sep 19 |
Out and Proud Classified |
The Times Of India |
FCBUlka, Delhi |
Bronze (1) |
May 19 |
Project Free Period |
Stayfree |
DDB Mudra, Mumbai |
Gold (1) |
2018-19 |
The 8-bit Journo |
Vice Media |
Dentsu Webchutney, Mumbai |
Silver (3) Bronze (2) |
Dec 19 |
The Punishing Signal |
Mumbai Police |
FCB Interface, Mumbai |
Gold (1) Silver (3) Bronze (3) |
Feb 20 |
The World's Most Reported Trailer |
Trigger Happy Entertainment / Thappad Film |
Dentsu Webchutney, Mumbai |
Silver (1) |
Feb 20 |