Cannes 2010: India gets 12 shortlists in Outdoor Lions

The overall entries for the Outdoor Lions have seen a 15 per cent dip this year, with 3,822 entries from 65 countries. India, too, has seen a marginal dip, with 266 entries compared to last year's 284. Of these, Indian agencies have 12 shortlists this year.

Ogilvy India leads the pack with four shortlists; DDB Mudra and Creativeland Asia have three each; while Bates 141 and Taproot India have one shortlist each.

Three of Ogilvy Mumbai's campaigns -- Baby, Bag and Vulture -- for The Economist have been shortlisted in the Publications and Media sub-category. Each creative used images superimposed on each other; and each of these elements plays with the others to tell an interesting story. The idea was to have the reader figure out the connections and interpret the whole picture.

Ogilvy Gurgaon's Japan campaign for Eno has been shortlisted in the Consumer Products: Cosmetics & Beauty, Toiletries & Pharmacy sub-category.

DDB Mudra's Puppy Love, Just Married and Waiting Friend campaigns for the Bengaluru Traffic Police have been shortlisted in the Public Health and Safety sub-category. The campaigns, through explicit visuals, spoke of the dangers associated with talking on the phone while driving.

Creativeland Asia's Mango Surprise campaign for Parle Agro's Frooti has been nominated in the Ambient: Stunts & Live Advertising sub-category. In this campaign, strategic locations were rigged with eight hidden cameras. Nine-feet-tall mangoes were created out of thermocol, silicon, curd and mango pulp, and covered in thin vinyl. These were dropped from trees and rolled down sloping streets, and the reactions of unsuspecting passers-by were recorded.

The other two entries shortlisted from Creativeland Asia are the Assembly Line and Apparatus campaigns for Medimix Soaps in the Consumer Products: Cosmetics & Beauty, Toiletries & Pharmacy sub-category.

Bates 141's Conquering Mount Everest campaign for Staedtler Pens has been nominated in Consumer Products: Household; while Taproot India's Spiritual Guru Installation campaign for Conqueror Papers has been shortlisted in Ambient: Bars, Restaurants & Stores, etc.

The Outdoor Lions winners will be announced today. Sajan Raj Kurup, founder and creative chairman, Creativeland Asia is one of the jury members.