What's in store for the Indian advertising industry at Cannes Lions 2022

The world’s biggest adverting festival, Cannes Lions Festival of Creativity Lions is back with the physical awards celebration of Cannes Lions after a hiatus of two years. The awards will be announced between June 20-24, 2022, at the Palais des Festivals et des Congres, Cannes, France.

The Indian advertising industry seems to be very hopeful for the country’s performance at the Cannes Lions this year and has sent 921 entries, which is 32% more in comparison to the last season’s Cannes Lions 699 entries. 

The awards were paused in 2020 due to the global pandemic. In 2019, India sent 1,053 entries to Cannes Lions. However, the number of entries in 2022 is still 12.5% less than the 2019 levels. 

Until now, Cannes Lions Festival has announced the shortlists in the Glass, Titanium, Outdoor, Health & Wellness, Pharma, Print & Publishing and Radio & Audio, Product Innovation categories. 

Among these, India has secured 17 shortlists in total. 

Leading the shortlist tally as of now is dentsu Webchutney, with eight shortlists in its bag. It is the only agency from India that has secured shortlists for ‘The unfiltered history tour’ for Vice Media in the Radio and Audio category from India, in which India had sent 17 entries. The agency also fetched a single shortlist for the same campaign in the Titanium category as well. 

Taking the number 2 spot in the shortlisted entries is VMLY&R with four shortlists. The agency has secured a shortlist for Unipads’ ‘Adeli’ campaign in the Glass category. The agency also fetched a shortlist for Maxx Flash campaign ‘The Killer Pack’ and the other one for ‘Adeli’ campaign in the Health and Wellness category. The agency’s work ‘The Killer Pack’ was also shortlisted in the Product Innovation category. 

BBDO India has fetched a shortlist for ‘See Equal #ShareTheLoad (Integrated)’ campaign created for P&G India’s Ariel in the Glass category. 

Ogilvy India’s campaign ‘Shahrukh Khan - My ad’ for Cadbury Celebrations was shortlisted in the Titanium category. 

Leo Burnett has secured two shortlists for the ‘Missing Chapter’ campaign created for P&G Whisper in the Health & Wellness category. 

DDB Mudra too got a shortlist for Battlegrounds Mobile India’s campaign ‘Machine-gun Mouth’ in the Health and Wellness category. 

Altogether, the Cannes Lions Awards has received a total of 25,464 entries from 87 countries this year, which is a drop of about 18% from the physically held festival in 2019 before the pandemic.

The festival had 30,953 entries in 2019, 32,372 in 2018 and 41,170 in 2017.

India has sent 92 entries, which is its maximum, in the Health & Wellness category. Following this, 90 entries have been made under the Direct category. For Film, 81 entries have been sent. 72 entries have been sent for the Media category. Meanwhile, for the Brand Experience & Activation category, a total of 71 entries have been sent. 59 entries have been sent for the Social & Influencer category. For the Outdoor category, 56 entries have been sent in total. 46 entries have been sent under the PR category.

Further, 37 entries have been sent for the category of Design and 36 for Film Craft, while 29 entries for Creative Strategy. 28 entries have been sent for the Sustainable Development Goals category, 22 entries for Print & Publishing, while for the Entertainment Lions for Sport and Creative Effectiveness 20 entries have been sent for each category. For Mobile category 19 entries have been sent. 17 entries have been sent to Radio & Audio and 16 for Glass: The Lion for Change category and Digital Craft. 14 for Creative Commerce, 13 for Industry Craft, 12 for Creative Data and 11 for Titanium.

For the Entertainment and Creative B2B categories, 9 entries have been sent for each. 8 entries have been sent for the Creative Business Transformation category. 7 entries each for Entertainment Lions for Music and Pharma and 4 entries have been sent under the Innovation category.  

Six Indians, including Divya Karani, Sameer Satpathy, Sanchita Roy, Geet Rathi, Rufina FR and Kainaz Karmakar on the panel are in the global jury roster for Cannes Lions 2022. 

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