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Cannes 2011: Innovation helps McCann scrape through with a bronze in Radio

By Prajjal Saha , afaqs!, Cannes | In Advertising | June 22, 2011
McCann India was the only shortlisted agency in the Radio category. It has managed to convert the two shortlisted entries for Onida campaign into a bronze lion. One Cadbury Celebrations radio spot for Diwali managed to shake up some of the jury members, but could not gather enough votes to be nominated.

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.

Though the entry won a bronze lion, the jury president, Eugene Cheong, regional executive creative director, Ogilvy and Mather Asia-Pacific wasn't too generous about the campaign. It seems he wasn't too impressed with the jingle. He says, "We were generous enough to award it a bronze. We didn't think it was particularly witty or mentally stimulating, but of course it was very innovative."

"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.

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