afaqs!

Cannes 2009: Publicis, Mudra, Bates, Rediff in Radio Lions shortlist

By Prajjal Saha , afaqs!, Cannes | In Advertising | June 23, 2009
The four nominations are 'Bruce Lee's Death' for Stedfast by Publicis India; 'Old man' for Virgin Mobile by Bates 141; 'Bush' for Islamic Research Foundation by DDB Mudra and the 'Vandana' spot for America India Foundation by Redifussion Y&R

Four Indian entries have made it to the final rounds of the Radio Lions shortlist this year. Out of 52 entries from India, only four have reached the final round.

Last year, there were 36 entries, out of which five entries were shortlisted - three for TBWA and two for Mudra - for the final round, and finally, Mudra won a bronze.

The four nominations this year are 'Bruce Lee's Death' for Stedfast by Publicis India; 'Old man' for Virgin Mobile by Bates 141; 'Bush' for Islamic Research Foundation by DDB Mudra and the 'Vandana' spot for American India Foundation by Redifussion Y&R.

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The 'Vandana' radio spot was also shortlisted in the Direct category, but it failed to win any metals. The radio spot urges people to contribute for the education of underprivileged children. In the radio spot, a voiceover artiste helps an illiterate girl child to read the message urging people to contribute. The radio spot directs the listeners to a website.

The 'Bush' radio spot was a mixture of words from the actual speeches of George W Bush, which were clipped together in a manner such that its perceived meaning was something contrary to its intended meaning. This highlights the misinterpretation of Islam and its wrongful use by terrorists. This spot also won a bronze Pencil in the Public Service - Radio Single category at One Show this year.

The Virgin spot promotes its service of getting paid for incoming calls. It traces the common problem today, where the young generation avoids the older one, but thanks to Virgin's service, a son asks for more 'gyan' (preaching) from his old father.