BuzzInContent Awards 2021 Winners Announced

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Would India have won just 6 Lions in 2021 had Cannes Lions not skipped awards last year?

Many Indian campaigns that bagged Lions this year would have qualified for Cannes 2020 had it taken place last year. BestMediaInfo.com analyses if Covid had an impact on creativity

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.

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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.

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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:

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Title

Brand

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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

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

Info@BestMediaInfo.com

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