Saatchi & Saatchi India and Lowe have kept India's hopes of adding a few more Lions to this year's international award haul alive by winning two nominations each in the Film category at the Cannes International Advertising Festival 2004. While the shortlisted entries from Lowe comprise the recently released 'waiter' film for Saint-Gobain clear glass and an ad for MTV, Saatchi India has been nominated for two commercials for Sony Handycam.
Coming close on the heels of the three Bronze Lions won by India (courtesy O&M India and Leo Burnett India) in the Press and Outdoor categories, the four nominations in Film have rekindled the industry's interest in the Cannes Festival considerably. For even though the below par showing in the Press and Outdoor categories had robbed many local Cannes watchers of their enthusiasm, the fact that Saatchi and Lowe have made it to the shortlist stage has raised visions of a few more metals finding their way to Indian shores.
This, incidentally, is the first time that Saatchi India and Lowe have won nominations in the Film category at Cannes. As is widely known, Film happens to be the toughest and the most fiercely contested categories at the Cannes Festival - one where India hasn't had much luck in the past, save for an Ericsson ('one black coffee'), a Forte India ('battery-operated toy') and a couple of Fevicol films ('cliffhanger' and 'bus'). Even last year, three Indian entries made it to the Film shortlist (two from Burnett and one from Concept Communications), but none managed traversing the proverbial last mile.
Whether Lowe and Saatchi India manage doing so this year is something we'll know pretty soon. Rest assured, we'll keep our eyes peeled… Â© 2004 agencyfaqs!First Published : June 25, 2004