Prajjal Saha
Advertising

<font color="#CC0033">Cannes 2008:</font> Mudra gets a bronze Radio Lion for Cycle campaign

Both the radio jingles of this campaign – Om Jai Jagdish and Jai Dev – have won a bronze. But as both ads are part of the same campaign, they were counted as one

The third day of the International Advertising Festival at Cannes wasn’t so great for India. Maybe we’ve become a little more ambitious after winning a Grand Prix and a Gold yesterday.

The day began with the announcement of the winners of the Radio Lions. Mudra won a bronze for its Cycle Agarbatti campaign. Both the radio jingles of this campaign – Om Jai Jagdish and Jai Dev – have won a bronze. But as both ads are part of the same campaign, they were counted as one.

<font color="#CC0033">Cannes 2008:</font> Mudra gets a bronze Radio Lion for Cycle campaign
Senthil Kumar
<font color="#CC0033">Cannes 2008:</font> Mudra gets a bronze Radio Lion for Cycle campaign
Tom Murphy
The radio jingle had the two devotional tunes played on a cycle bell. The jury liked the idea. The concept of devotional songs, which is not so popular in the West, possibly found favour because there was an Indian on the Radio jury – Senthil Kumar, executive creative director, JWT Chennai.

“The radio jingle talked the language of sound; besides, it was a universal idea that could be used in any part of the world,” Kumar told afaqs!

Tom Murphy, a jury member from Canada, who is a creative director with Target, seemed to be quite taken with the ad. His rationale was that radio is listened to in different environments on different occasions, be it home, office or in the car. But this campaign, the purpose of which was to sell incense sticks, used sound to take the consumer into another world.

TBWA India had three nominations in the Radio category for its work on The History Channel. In the jingle, popular international tunes were played in different style such as a bhajan, a Buddhist chant and a choir. This entry was seriously considered for a Lion, but unfortunately, one of the jury members, Murphy from Canada, pointed out that a similar idea had been tried out in 2004 and presented at Cannes.

About the entries from India, the president of the Radio Lions jury, Mark Gross, senior vice-president and group creative director, DDB Chicago, said the entries were high on idea, but low on execution.

For India's complete metal tally at Cannes, click here.