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Cannes 2011: Mudra Vs BBDO India: 7:5 on Day 1

By Prajjal Saha , afaqs!, Cannes | In Advertising | June 20, 2011
While Mudra is banking on the Silent Anthem campaign, which has won four nominations in three categories, BBDO India's luck is dependent on the Shave Sutra campaign, which has bagged three nominations in Promo & Activation, and PR.

It's Mudra Vs BBDO India amongst the Indian agencies until now, this year,at the French Riviera. Interestingly, both the agencies are part of the Omnicom Group. So far, on Day 1 of the 58th International Festival of Creativity at Cannes, India has received 16 nominations in three categories -- Promo & Activation, Direct and PR.

Of these, Mudra has got seven nominations -- four in Direct Lions, two in Promo & Activation, and one in PR. Mudra Communications is banking heavily on the Silent Anthem campaign, for which it received four nominations -- two in Promo & Activation, for two separate sub categories -- Best Use of Broadcast in a Promotional Campaign, and Corporate Image & Information - and, one each in Direct and PR Lions.

As part of the Silent Anthem campaign, the Mudra Group had created a new video on the occasion of India's 61st Republic Day, the, which was a silent rendition of India's National Anthem, interpreted through sign language. The video was played in all BIG Cinema theatres, before a film commenced.

The Silent Anthem Campaign had received rave reviews at this year's Goafest, as well. But, how well will it strike a chord with the international jury? Bobby Pawar, chief creative officer, Mudra Communications is quite hopeful. "It's not a culture-specific idea. At this year's Goafest, I saw many individuals from several non-Indian nationalities weeping while seeing this film." Well, sentiment sure doesn't have any nationality."

BBDO India's luck is also dependent on one campaign -- Shave Sutra, which won three nominations, of which two were in PR, in the sub categories Best Launch &Relaunch, and Consumer Good. The other nomination for the campaign was in the Promo Lions category. The Shave Sutra campaign is an extension of the Shave India movement, where 2,000 men shaved in public.The activity found a place in the Limca Book of records. The agency claims that in 60 days, more than four million new consumers joined the Gillette franchise and the movement got over US$ 3.4 million media coverage.

Josy Paul, chairman, BBDO India, says, "ShaveSutra has been winning at the internal BBDO Worldwide award shows. So, we are hopeful of something at Cannes. What it will be, we can't say. Cannes is a lottery. Hopefully, our stars are aligned and the jury is kind."

In total, Indian agencies have had a great start on Day 1, having received 14 nominations in all. Besides, Mudra and BBDO India, CreativeLand Asia has bagged two nominations -- both for Parle Agro's Plan-T campaign in Promo & Activation. Contract and Grey have got one shortlist each in Direct Lions.