It's a sunny day at Cannes, today -- the first day of the International Festival of Creativity, Cannes. It's even sunnier for Mudra. After winning two nominations in the Promo Lions category for the Silent National Anthem, Mudra has bagged four nominations in the Direct Lions category, as well.
The campaign Disappearing Discounts (RI Ayurveda Research Labs) has bagged two nominations, while the other two nominations are for Bouncing Mail (Union Bank of India) and Silent National Anthem (BIG Cinemas).
As part of this campaign, the Mudra Group had created a new video on the occasion of India's 61st Republic Day, which was a silent rendition of India's National Anthem, interpreted through the sign language. The video was played in all BIG Cinema theatres, before a film commenced.
Other than Mudra, Grey India and Contract Advertising have also won a nomination each in this category. Grey's nomination is for Magic Drain Opener for Pantene, while Contract has bagged the nomination for Soles with Souls for JK Tyres.
For JK Tyres, Contract conceived the idea of recycling tyres in a new form. JK Tyres has tied up with a footwear design school to launch footwear made out of recycled tyres. The company also organised a fashion show to launch the new product line. The same idea would now be extended to furniture, as well.
Ravi Deshpande, executive chairman, Contract, says, "This wasn't truly an advertising product, but the idea in itself was great." Incidentally, Contract's Raj Nair is the Indian representative in the Direct Lions jury, this year.
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