Cannes 2011: Four shortlists for Mudra in Direct Lions; Grey & Contract get one each

By Prajjal Saha , afaqs!, Cannes | In Advertising
Published : June 19, 2011
There were around 90 entries from India, of which six were shortlisted. For the last two years, none of the Indian agencies has won a lion in this category.

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).

Direct Lions is the only category where an Indian agency has won a Grand Prix. In 2008, JWT India won it for The Times of India's Lead India campaign. Unfortunate though, that India hasn't won a lion in the Direct Lions category since the last two years. Probably, Lead India raised the bar. However, this year, it can be hoped that Mudra could be lucky for India with itsSilent National Anthem. The Indian contingent out here is betting on it.

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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