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India adds 4 silver Lions to its Cannes scorecard

Campaigns for Hindustan Unilever’s Lifebuoy — ‘The Inflection Alert System’ by Mindshare and Lowe Lintas’ #HelpTheChildReach5 programme — fetched the brand two Silver Lions.

, ET Bureau|
Jun 20, 2019, 07.12 AM IST
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Publicis Singapore’s ‘Touch Of Care’ campaign for P&G’s Vicks that ran in India won a Bronze Lion in creative strategy category.
Cannes: A few Lions sauntered in to India’s kitty at the halfway mark of the five-day mega festival of creativity in Cannes. After a sluggish start at Cannes Lions 2019, Indian agencies won metals in competitive categories and the first-ever Creative Strategy Lions.

Campaigns for Hindustan Unilever’s Lifebuoy — ‘The Inflection Alert System’ by Mindshare and Lowe Lintas’ #HelpTheChildReach5 programme — fetched the brand two Silver Lions.

Mindshare also bagged a Bronze Lion for Lifebuoy in Creative Data.

Harman Dhillon, GM - marketing, Hindustan Unilever, shares more on the campaign that won over judges in a tough category; “The purpose of our brand Lifebuoy is to help millions of mothers stay one step ahead of infections so that their children fall sick less often. We were able to do this through ‘our infection alert system’, by leveraging data and the reach of mobile phones in traditionally media dark geographies, to ensure we live our purpose.”

M A Parthasarathy, CEO, Mindshare - South Asia calls it “a great illustration of how data can be leveraged in media to drive a business solution.”

Talking about why #HelpThe-ChildReach5 was entered in the brand new creative strategy category, Sagar Kapoor, CCO, Lowe Lintas, says, “In #HelpTheChild-Reach5’s case, it is more than just a campaign. It is a programme that’s deeply rooted in on-ground activities, and communication is just a part of it. The core idea is to bring behavioural change, and there are very few initiatives that have had visible results. We thought we had a solid case.”

One of the strongest Indian contenders at the Lions this year is not the usual, large legacy agency.

“Digital agency” Dentsu Webchutney that’s got the highest number of shortlists thus far across categories, picked up a Bronze lion for Swiggy’s ‘Voice Of Hunger’ in the Social & Influencer category. The campaign also won a Silver Lion in Direct.

The campaign for the food delivery app had a mix of influencer reach and user-generated content.

The agency also won a Bronze Lion for ‘Code Name: URI – The Surgical Strike’ in the PR category.

On Dentsu Webchutney’s performance, Ashish Bhasin, chairman & CEO - greater south, Dentsu Aegis Network, told ET, “Dentsu Webchutney winning these metals today further endorses our view that three-five years from now, there won’t be anything like a digital agency. Old world creative agencies will vanish.”

The fourth Silver went to Leo Burnett India for HDFC Bank’s #StopMithani campaign that scaled-up a blood donation activity with a twist. Rajdeepak Das, MD India and CCO, Leo Burnett South Asia, says, “One of the biggest reasons why this campaign has won is because ‘we did a blood donation drive to stop someone from giving blood.’ This is the story of Mr. Mithani who has donated blood 151times and has just turned 65 – an age post which donating blood could be fatal. We actually got the entire nation to save him by donating blood in his place - 3,50, 0000 people pledged to donate blood to stop him.”

Publicis Singapore’s ‘Touch Of Care’ campaign for P&G’s Vicks that ran in India won a Bronze Lion in creative strategy category.

On day three, Indian agencies bagged a total of 12 shortlists across Brand Experience & Activation, Creative e-Commerce, Creative Effectiveness, Film, and Mobile categories. Dentsu Webchutney’s ‘Hagglebot’ campaign for Flipkart got four shortlists. The agency also picked up two shortlists for Swiggy’s ‘Voice Of Hunger’ campaign. In Creative Effectiveness, FCB Ulka is shortlisted for The Times of India’s ‘Sindoor Khela - #NoConditionsApply’.
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