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Cannes 2007: JWT, Rediff make it to Promo Lions shortlist
While JWT Mumbai has two entries shortlisted for its work on Nicholas Piramal and The Vegetarian Society, Rediff Bangalore has made it for its Live Ants campaign for Zydus Cadila’s Sugar Free Sweetener
The 57th International Advertising Festival, which kicked off on a cool, rainy Sunday, has brought in some good news for JWT India.
The agency, after being short listed for Direct Lions in two categories, has also been selected for Promo Lions in two categories. In fact, last year, JWT had bagged a gold Promo Lions for its campaign on Lehar Kurkure. And there were no silver or bronze awarded in this category.
JWT’s first short listed entry, this year, is for its campaign ‘Drums’ in the category Healthcare and Medical, which it had done for the pharma company Nicholas Piramal. The second short listed entry is for its work on ‘The Vegetarian Society’, titled Nodding Bull.
The creative, made by Antonoval (copywriter) and Samson (art director), has ants forming the shape of sweet dishes, such as an ice-cream or a muffin. The thought behind these posters is that since Sugar Free tastes as good as sugar, the best brand ambassadors for that – ants – can’t make out the difference. Says Paritosh Srivastava, general manager and branch head, Rediffusion Bangalore, “Yes, we’re banking on this one big time. We have received some encouraging feedback from the international ad fraternity which has happened to take a look at this one.”
This year India had 31 entries for promo Lions, which almost twice the number of entries India had sent last year.