McCann Erickson has successfully managed to convert two of its nominations in Radio to a bronze lion for its Radio for Onida. McCann India has three nominations in Radio, the other one was for Radio Mirchi.
"Nitesh (Tiwari) explained to me that it was very popular, but popularity doesn't equate creativity," he adds.
Leo Burnett's executive creative director, Nitesh Tiwari, who was part of the radio jury, says, "The jury was little sceptical about the brand after which I had to convince that Onida was a big brand in India. And, it managed to get the requisite eight votes for a bronze. The jury believed that they are here to celebrate creativity so award generously."
& #VIDEO2 & #On the Cadbury Celebration -- Phone Jingle, Tiwari says," I personally like and tried to convince the jury about the Indian customs, but it was futile. Because they have never touched anyone's feet, they did not understand the spirit in it."
The jury president also says that Radio entries are like watching foreign films so the translation has to be perfect so that the jury is able to capture the right essence of the original copy.
He adds, "We need not just produce funny sounds but very original ideas."
Interestingly, 30 percent of the shortlisted entries from the Radio were from South Africa and it was totally based on the sheer number of radio spots that comes out from that part of the world. Jenny Glover, creative director, Network BBDO and a member of the jury, says, "If a creative does 100 campaigns in a year, 90 could be rubbish, but 10 could be really good. So, the amount of work really helps."
To view interviews from Cannes 2011, click here.First Published : September 25, 2014 04:04 PM