Ogilvy Kolkata is the first agency from the city to have won a metal at Cannes
Ogilvy opened its account at Cannes yesterday with a bronze Lion in the Media category. This agency, which has won several Indian awards, has had a poor performance at Cannes till now. But now, the agency’s Kolkata branch has done it proud.
Ogilvy Kolkata has won the bronze for its work for the Calcutta School of Music. Incidentally, this is the first agency from Kolkata to win a metal at Cannes.
Sumanto Chattopadhyay
Shashi Sinha
Dominic Proctor
Ogilvy Kolkata used an innovative media for the campaign: It used overhead telephone wires to carry musical notes from Western classical music. “We picked up actual musical notes from a Western classical song and played it at the spot using a CD player,” says Sumanto Chattopadhyay, executive creative director, O&M. Close to the spot was a kiosk inviting people to join the Calcutta School of Music.
Shashi Sinha, chief executive officer, Lodestar Universal, who was a member of the Media jury, said such a media innovation had never been seen before.
The other Indian agency to have won a bronze in this category is Publicis India – for its media innovation for HP Notebook PCs. Publicis India sent a folder containing IT magazines to potential consumers. The folder was a replica of the HP Notebook PC.
Dominic Proctor, CEO, worldwide, MindShare London, who presided over the Media jury, said that around 25 per cent weightage was given to the effectiveness of the campaign while deciding the Lions.
The other nominations from India in this category were from Leo Burnett, which led the tally with three nominations, followed by Maxus with two nominations. Maxus’ nominations in the Media category were for its work for Nokia and Vodafone. MindShare, Ogilvy, Publicis and TBWA also had a nomination each in this category, but none of them won a metal.
A source said Indian media agencies lack the art of presenting at Cannes.
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