India has one chance to win a Mobile Lion this year. Lowe Lintas and Partners' Kan Khajura Station ('Tesan') innovation has fetched a shortlist in this category.
Last year, India didn't bring home a single Mobile Lion (http://www.afaqs.com/news/story/37882_Cannes-2013:-India-Lions-Score-Board).
In fact, last year, we didn't even manage a shortlist. As reported in a story (http://www.afaqs.com/news/story/37827_Cannes-2013:-No-show-in-Radio-and-Cyber-Lions-shortlist) at the time: "Despite mobile penetration in India having increased exponentially, when it comes to good advertising work, India has not been able to hit a jackpot in this category. The shortlist for the Mobile Lion, which was announced on Day 2, didn't see a single Indian entry make it to the list. India had sent nine entries (four more than in 2012) to the Cannes Lions festival, this year. The Mobile category was introduced in the International Festival of Creativity in 2012, to award the best creative work on or activated by a mobile device, app or mobile web."
Will the tide turn this year? Let's hope. All eyes on HUL'S Kan Khajura mobile innovation.
Interestingly, several of this time's shortlisted entries fall under sub-categories that have a lot to do with the mobile platform, for instance - Best Use of Mobile Device, etc.
We think this is a step in the right direction.