MxMIndia

Category: ADVERTISING

  • It's Maharashtra & Gujarat Day today. We speak to select mediapersons and brand advisors on how the two high profile states are perceived

    So which scores higher – Brand Guj or Maha?

     

    By Shubhangi Mehta

     

    Maharashtra and Gujarat can be regarded as two of the most prosperous states of India. Where Maharashtra outshines in the industrial aspect and Bollywood Bling, Gujarat, the state of our father of nation, Mahatama Gandhi, is a state which has bounced back despite major natural calamity like the 2001 earthquake.

     

    Manish Bhatt

    In terms of promoting the state, Gujarat’s campaigns featuring the Bollywood icon Amitabh Bachchan are all over the media whereas we haven’t seen any such promotions from Maharashtra. The reason for this is the capital of Maharashtra – Mumbai – which is by itself is a matter of publicity for the state. Iconic names like Sachin Tendulkar, Lata Mangeshkar all belong to Maharashtra and there is also Bollywood.

     

    Says Manish Bhatt, Founder Director at Scarecrow Communications Ltd: “I think Gujarat is being branded well because its government has a strong political view and agenda. The spirit of Gujarat is like a phoenix, they have a never say die attitude. Where as Maharashtra lacks a strong political drive towards branding the state with no consistent political rule hence they lack uniformity in the political agenda”.

     

    Lloyd Mathias

    Lloyd Mathias, well-known marketer and until recently with Tata Tele, reasons: “It’s a recent trend that we are seeing states promoting themselves by focusing on campaigns. Gujarat has managed the total branding really well whereas Maharashtra has been left behind, not only in terms of brand building but also because it needs a 360-degree development approach. In my opinion,  bureaucrats must try and use the public money in developing the state and using these state days as an excuse to launch their development programmes.”

     

    Gujarat has over 50 million people (5 per cent of India’s population) and contributes 21 per cent of exports and 13 per cent of India’s industrial production. The state has the distinction of achieving the highest GDP over 11 per cent in the country. In Maharashtra, Mumbai became the gateway to India in many ways. Today, it is the business capital and the entertainment capital of the country.

     

    Bharat Kapadia

    According to veteran mediaperson Bharat Kapadia both Maharashtra and Gujarat progressed remarkably well though in recent times, Gujarat is “doing wonders in terms of progress due to the consistent and visionary leadership”. “The quality of leadership in Maharashtra has not been stable for quite sometime. Maharashtra does have a rich heritage but it’s losing edge due to unstable political system, bad infrastructure and so on. In my opinion there isn’t any limit to growth, but it requires great vision which the leaders in Gujarat are showing,” he adds.

     

    Though the terror attacks in Mumbai and the portrayal of the city in films like Slumdog Millionaire may have stained the image of Maharashtra, but the region and its people are known since the old days for their strength and valour. While the famous Salt March started in Gujarat, it may be argued that the culmination of the Freedom Movement occurred in Mumbai with the naval revolt (or the Bombay Mutiny), which, many say, was what got the British to finally decide to leave India.

     

    Sudarshan Banerjee

    Says Sudarshan Banerjee, Head, Mudra Ahmedabad and Director, NBD, DDB Mudra: “When we speak about brand building, Maharashtra has in the past, done campaigns promoting the state and so has Gujarat. Though in recent times, Maharashtra is low key on such activities. The reason for this can be that Maharashtra is a state which does not need to talk so much about itself, people anyway come here. Gujarat, on the other hand, has promoted itself so well in the recent past that not only tourism but also the number of investors investing here has increased. And the future only promises growth for the two states.”

     

    It is obvious that both the states are economically extremely important for the country. But whereas the Gujarat government is taking a stand and developing it by leaps and bounds, a similar effort and vision is needed for Maharashtra as well.

     

  • It's an oft-asked question: what offers better identification and generates stickiness for a brand. And how does a brand choose between the two?

    Who’s better for brands – mascots or celebs?

     

    By Shubhangi Mehta

     

    Mascots can be regarded as the face of a brand. Be it the ‘Amul Girl’ who is a part of every household since 1967, ‘Chintamani’, 2005, the common man ‘RK Laxman’, 1954, ‘Maharaja’ 1946 or the latest ‘ZooZoo’. Mascots provide an identity to a brand which is equivalent to the brand itself.

     

    It was in the late ’90s when the advertising industry gained pace with more and more brands wanting to endorse themselves to reach out to the consumer is when the brands started associating with celebrities to create a mass appeal.  With Sachin Tendulkar, Amitabh Bachchan, Shahrukh Khan and every other celebrity promoting not one but half a dozen brands.

     

    So what does a consumer gets hooked to Sachin’s Pepsi commercial or Fido’s 7UP? Abhishek Bachchan for Idea or Zoozoos for Vodafone?

     

    Sameer Satpathy

    Says Sameer Satpathy, EVP & head, Marketing, Marico Ltd, “Choosing a celebrity or a mascot depends on your brand strategy. Both are a legitimate way to communicate your message.  The celebrity route has higher risk as you get both the positives & the negatives of your brand ambassador, but you can get results quicker as it only depends on the ability of your brand to leverage the equity of the celeb. The mascot needs to be built, invested into and in time can become a powerful and exclusive property. Also, certain categories lend themselves better to brand ambassadors like beauty brands and some categories to mascots for example brands targeted at children. For me the most memorable celebrity for a campaign would be Tiger Woods! J But for the wrong reasons.”

     

    Abhijit Avasthi

    According to Abhijit Avasthi, NCD, Ogilvy &Mather, “There is never a set rule whether a brand should go with a celebrity or a mascot. It mainly depends on the nature of the campaign. A well known celebrity face has its respective positives and so does a mascot. Though there is a great chance of a brand being lost in the clutter while using a celebrity. Mahendra Singh Dhoni is presently endorsing over 20-25 brands but when it comes to recalling a brand I can only think of 5-6 of those. Hence it is very important that the celebrity, if used, is used perfectly. For me the ‘Amul Girl’ and ‘Zoozoo’ are two of the most memorable mascots. When it comes to celebrities, I think Titan and Coke have used Amir Khan perfectly and so has Pepsi used Sachin.”

     

    It may be noted that a mascot is created by keeping in mind the brand whilst a celebrity being a mortal, may be a perfect choice to endorse a brand at a particular time but with time the image of the celebrity may change, which in return may or may not fit with the brand image.

     

    Ajay Kakar

    Says Ajay Kakar,CMO – Financial Services,Aditya Birla Group,, “It is true that a brand can ‘own’ a mascot. While a celebrity is an asset shared by many brands. But I do believe that both these mnemonics or devices are not necessarily interchangeable. Both of them have a unique role that they can play in the life of a brand. Now it depends on the specific brand, as to what is the desired role.

     

    “A celebrity can definitely create a more immediate pull for a brand, because the celebrity is already well known and has a fan following. On the other hand, a mascot may take time to ‘grow’ on its target audience. Similarly, a celebrity can help create a more emotional or personal connect, due to the ‘human’ factor. So, it is a question of horses for courses.

     

    “The Amul girl is a ‘mascot’ that immediately comes to mind. It has withstood the test of time, across ‘generations’. “As far as a celebrity-brand partnership is concerned, regrettably, today’s celebrities tend to take-on one too many brand associations, so it is difficult to associate them with any single brand. The two exceptions that do come to mind are Abhishek Bachchan and idea. And Yuvraj Singh and Birla Sun Life Insurance.”

    The fact also remains that a celebrity can give instant boost to a brand whereas a mascot needs time investment before it becomes a household name. At times a mascot may not click with the audience but the ‘non-click’ risk remains minimal in the case of a celebrity.

     

  • Creativeland Asia creates a series of TVCs and a micro site www.appyfizz.com for Appy Fizz as part of the campaign, adding more fun and excitement to hanging out.

    Appy Fizz finds a new buddy in Saif Ali Khan

    By Shubhangi Mehta

     

    Appy Fizz, ‘the cool drink to hang out with’ has found Saif Ali Khan, a new and popular face as a pal. Popular amongst his gang of friends for his sparkling wit, one liners and tireless fizz, Appy Fizz, will now be seen hanging out with Saif Ali Khan, in a series of TVCs created by Creativeland Asia.

     

    In the films, we see Appy Fizz hanging out with Saif and friends during his shoots for films. In the first film from a campaign of three, we see Saif greet his friends as he enters his personal pad at the film studio right after pack up. Appy Fizz jumps out of the fridge eager to see his friend after his long hours at work, startling Saif. Saif then introduces Appy Fizz to his bunch of friends. And then there is no stopping Appy Fizz. In his typical witty style, Appy Fizz boasts to his new friends how Saif and he have done many films together, as even a confused Saif finds this unbelievable. Appy Fizz then explains how he was always present in the intervals at the popcorn-and-drinks counter. This funny banter continues and we see Appy Fizz win the hearts of his new friends with his light-hearted banter.

     

    Nadia Chauhan, Joint Managing Director & CMO, Parle Agro, said: “Saif Ali Khan is a great youth icon who loves his work as much as his life. The actor brings in the cool quotient to Appy Fizz’s friends circle, and both complement each other and make a very entertaining duo. We’re sure the two will make a winning pair.”

     

    She added: “Right from inception, Appy Fizz has been a runaway success. It is the creation of not just a successful brand but a successful category and we are the only players offering such a unique product in the market. We see huge potential in this brand and its massive acceptance has us led us to investing heavily in it. We see a very large growth contribution from Appy Fizz this year and in the years to come.”

     

    Commenting on the campaign, Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia, said: “I’m glad we have been able to design a campaign that preserves the sanctity of Appy Fizz communication over the years and yet build in a popularity factor through Saif Ali Khan as a celebrity cast. What makes it even cooler is the fact that it has been able to depict Saif Ali Khan as a hangout buddy and not necessarily a celebrity endorser in the campaign.”

     

    On this new association Saif Ali Khan said: “It gives me great pleasure to be associated with Appy Fizz and look forward to a long fruitful relationship with the brand. I believe brand endorsements are partnerships which go beyond what one sees on TV and Print. Appy Fizz came to me with really exciting concepts which got me interested. Many new ideas and innovations will be seen by the consumer shortly and I am confident that they will be loved.”

     

    As part of the campaign, Creativeland Asia has also designed and developed a microsite, www.appyfizz.com making hanging out even more fun and interesting and a lot simpler for friends. So, if someone wants to hang out with their friends all they have to do is visit the website, and choose one of the options for hanging out with friends either at a nightclub, a bar, a cafe, an entertainment or for a house party. Once they choose an option, Appy Fizz asks them a locality they are interested to hang out in and accordingly suggests to them suitable places they can go to in that specific area. If the visitor opts for a house party, Appy Fizz suggests places in the vicinity where they can buy drinks, food or any other supplies from. Friends can even create an event complete with details like time and place and automatically post it on Facebook and Twitter and invite friends for the same. Creativeland Asia has also developed aMobile application for those on the move.

     

    The website is designed like Saif Ali Khan’s personal pad at the film studio, complete with a music system that allows you to play your choice of sound track as you explore the website, and a Television that connects you to the Appy Fizz page on Youtube.

     

    The campaign has been conceptualised by Creativeland Asia and the films have been directed by Sajan Raj Kurup and have been co-produced by equinox and Crocodile films. The VFX and the animation has been done by Mfx inKuala Lumpur.

     

  • The new TVC for Tiger Balm shows how the product is a household name worldwide

    Quadrant creates Tiger Balm’s new TVC

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=gA4LTXqDMos[/youtube]

    By Shubhangi Mehta

     

    The latest Tiger Balm campaign created by Quadrant Communications portrays that Tiger Balm is so popular that most people across the world recall the balm brand and not the animal. The setting of a language class has been used to accentuate this. It’s a 30-second commercial in Hindi, Kannada, Tamil, Telugu and Marathi.

     

    The Indian balm market is dominated by heritage brands like Zandu and Amrutanjan. Tiger Balm too enjoys good brand recall in minds of the consumers, however it is more back of mind memory than top of mind memory. The brand has been away from media hence the motive of the campaign is to let the consumers recall the brand.

     

    On the TVC, Rajan Narayan, President, Quadrant Communications said, “During the researches conducted, following things clearly came across, Strong awareness of Tiger Balm as an international brand association of Tiger Balm as a strong balm, its unique packaging and logo. Recent communication by competitors within the category had not communicated anything new to grow the category. The fallout are new formats like gels and creams eating into the balm market share. Hence we devised this campaign which can be regarded as clutter breaking due to its approach”.

     

    The strategy was to leverage the fact that Tiger Balm is the trusted pain relieving balm in most countries across the world.

     

  • Birla Tyres has awarded its creative mandates to Grey Singapore; the account size is pegged to be Rs10 crore.

    Birla Tyres to roll with Grey Singapore

    By Shubhangi Mehta

     

    After assigning its creative duties to Dentsu in May 2011, Birla Tyres has now awarded the creative mandate to Grey Singapore. Industry sources close to the development have confirmed the news to MxMIndia.

     

    The account size of the business is estimated to be 10 crore.

     

    The incumbent on the account, DentsuIndia, was the first agency to work on the creative business of the account.

     

    Ever since its inception in 1991, Birla Tyres, a division of the BK Birla flagship Kesoram Industries Ltd, has seen a jump in its turnover from Rs1,947.22 crore in 2008-09 to Rs2,849.61 crore in 2009-10. The company is now looking to reach a target of Rs5,500 crore.

     

  • The three media giants have come together to leverage their specific content strengths and collectively provide rich and relevant world class content to the readers

    Dainik Bhaskar group ties up with Time & HBR

    By A Correspondent

     

    Dainik Bhaskar Group has become the first newspaper to provide exclusive content from Time, the current affairs magazine and Harvard Business Review to its readers on a regular basis. The exclusive content will feature in the Sunday edition of the newspaper.

     

    The three media giants have come together to leverage their specific content strengths and collectively provide rich and relevant world class content to the readers. Dainik Bhaskar Group isIndia’s largest newspaper group with 1.9 million readers in 13 states. Time is the world’s largest circulation weekly news magazine with a readership of 25 million, of which 20 million are in theUS. It is widely regarded as one of the most popular magazines. Harvard Business Review delivers the latest techniques, best practices and the most thoughtful advice from the world’s leading management experts.

     

    Elaborating on the collaboration, Kalpesh Yagnik, National editor, Dainik Bhaskar Group said: “We at Dainik Bhaskar focus at generating the best and most relevant content for our readers. Time and HBR are relied upon by the policymakers, the world over. We will thus, bring to our readers, the latest trends in international politics, strategy, diplomacy, environment, entertainment, science or economy.”

     

    The content for the Sunday edition has been completely revamped. The edition will focus on management lessons to be applied in day to day life along with wide spectrum of topics like Health, Fitness, Career, Self Help, Money management, Politics, education, Music, Lifestyle, Environment, Good reads through columns by eminent experts of the respective fields.

     

    Dainik Bhaskar, in reflection to the changing times and women empowerment, will also provide a separate segment devoted to women. Fashion, Food, Travel, Health, Life, Career and money management besides this, there will be a Sunday Jacket, above the regular front page of the newspaper. This will carry exclusive news analysis, ground reports and so on.

     

    Speaking of the change, Sanjeev Kotnala, VP Dainik Bhaskar group said: “Content is always the king for any media brand. And we are loved by our readers as we focus on them. Our strategy revolves around being ahead of the curve.”

     

  • She is the first female to win the Title in wedding photography

    Sanika Jahagirdar is Wedding Photog of the Year

    By A Correspondent

     

    After a record breaking 20,954 entries from all overIndia, Sanika Jahagirdar from Mumbai won the third edition of Kodak Better Photography Wedding Photographer Of the Year. A professional photographer, Ms Jahagirdar is the first female to win this title since the awards were first started in 2009.

     

    Better Photography, a photography magazine, declared the winners at a grand awards ceremony hosted at The Westin Mumbai. Ms Jahagirdar, who was also the category winner for Photo Series on a Single Wedding, was judged the title winner by the final judge, the renowned wedding photojournalist and documentary photographer Sephi Bergerson.

     

    A freelance professional photographer, Ms Jahagirdar was extremely excited after the win: “I am highly thankful to Better Photography for providing such a platform and opportunity to the wedding photographers. Achieving a title as the ‘wedding photographer of the year’ is completely priceless. It is difficult to explain in words how excited and honoured I am feeling.”

     

    Apart from earning the title of Kodak-Better Photography Photographer of the Year 2011, she has won a cash prize of Rs1 lakh, including a D-LITE IT One standard kit from Associate Partner Photoquip and two photobooks from Associate Partner Canvera.com which were also given to each of the other category winners.

     

    As a special surprise, Ms Jahagirdar also won a photography workshop by Sephi Bergerson that costs Rs60 thousand.

     

    According to Sephi Bergerson, “I see the Wedding Photographer of the Year awards as a way of rewarding outstanding achievements, as well as a tool for supporting and promoting emerging new talents. There will always a call to be made. Two of the six finalists had a close fight and I eventually chose Sanika as the winner.”

     

    Every year Better Photography Wedding Photographer of the Year invites entries fromIndiaunder six different categories. These entries are judged by eminent photographers to select the six category winners who compete at the final face-off which decides the title winner for the year. This year a special leg on album making was included as part of the evaluation criteria and the six finalists were given six hours each to design their albums on the designing stations provided to them at theKodakDesigningCenter.

     

    Better Photography editor, K Madhavan Pillai said: “The Kodak-Better Photography Wedding photographer of the Year Awards are the only national level awards inIndiato recognize and laud the artistry and vision of the country’s finest talent in wedding photography.”

     

    The competition was organized by Better Photography, in sponsorship with title partner Kodak along with Associate Partner Photoquip and Canvera.com, Television Partner CNBC TV18, online Partner Wedding Sutra.com and blogging Partner Miss Malini.

     

    According to Mr. Srinivasu Saraswatula, Country Business Manager-Consumer Digital Group, KodakIndia: “Into its third year, this event has grown in stature, scale and above all has become an industry benchmark. It’s served all stake holders well beyond their imagination when this was set up couple of years back.”

     

  • Marriott International's signature lifestyle brand inspires guests to "live life to discover"

    Renaissance Hotels launches first global advertising campaign

    By A Correspondent

     

    Renaissance Hotels has announced its first global advertising campaign – Live Life to Discover. The new multi-faceted campaign, which comes to life through print, digital and on property experiences, provokes today’s lifestyle-oriented business traveller to explore a hotel or destination’s hidden gems through recommendations from on-site Renaissance Hotels ‘Navigators’ (the brand’s hospitality lifestyle concierge service).

     

    The campaign was created in partnership with Anomaly, a global marketing and communications agency with an extensive list of impressive clients including Nike, Budweiser, Diageo and Converse. The campaign aspires to ask today’s modern business traveler the question, “If you are traveling to a destination for business, why not make the most of your free time and discover something exceptional and unique?”

     

    The visually stunning print advertisements depict off-the-beaten path recommendations from various hotel navigators who curate unforgettable moments for guests around the world.

     

    The global print campaign will run in 32 countries and be featured in lifestyle, business and travel print media, as well as key out-of-home sites in the US and China. The wide-ranging lifestyle campaign was photographed by award-winning photographer David Black across four countries and three continents.

     

    In addition to the print flight, Renaissance Hotels will bring the campaign to life through a full scale digital re-invention of the brand, including a re-launch of the website, enhancements to the brand’s social media channels, and a powerful digital advertising campaign; all inspired by unique discoveries from around the world.

     

    “There is a discoverer in all of us, and we challenged ourselves to create a powerful campaign that speaks to our guests in a meaningful way and reflects the brand today,” said Tina Edmundson, senior vice president of lifestyle brands for Marriott International, Inc.  “Live Life to Discover embodies the global spirit of Renaissance Hotels and today’s lifestyle-business traveller and their eagerness to explore the world beyond their everyday routine.”

     

  • Award constituted by MedscapeIndia, India’s largest community of doctors and healthcare professionals.

    Complete Wellbeing bags Medscape award

    By A Correspondent

     

    Complete Wellbeing emerged as India’s first ever magazine to win the Medscape India Award 2012 for its commitment and contribution to the field of holistic wellness. Medscape is India’s largest community of doctors and healthcare professionals. The award was presented at a gala ceremony presided over by the honourable Health Minister, Suresh Shetty and was attended by India’s leading doctors and healthcare professionals.

     

    The awards were hosted by Founder President of Medscape India, Dr Sunita Dube. Also present at the event were Dr Kishore Taori, President – Maharashtra Medical Council; Dr Lekha Pathak Hon. physician and cardiologist to the president of India and Governor of Maharashtra; eminent orthopaedic surgeon Dr HR Jhunjhunwala, renowned ophthalmologist Dr Hemanshu Mehta, and Padma Bhushan Dr Sancheti.

     

    The award was one of the 21 awards won by distinguished individuals from the medical, pharmaceutical and paramedical fraternity. Accepting the award, Manoj Khatri, editor-publisher of the magazine said: “We launched Complete Wellbeing with a vision to go beyond the narrow confines of physical health to create a collective mind, body and soul experience that would help our readers live richer, fuller and more gratifying lives. This award is a testament to the commitment and support of our team and our readers.”

     

    Commenting on the award, Founder President of Medscape India, Dr Dube said: “Complete Wellbeing effectively encapsulates our vision of catering to the holistic welfare of all individuals. We at Medscape are delighted to take this opportunity to honour this contribution.”

     

    The fraternity including the team of Complete Wellbeing also took a pledge to spread awareness about gender neutrality through the “save the girl child campaign.”

     

    The awards celebrate excellence and integrity in wellbeing and were voted by a high-profile judging panel of doctors and healthcare professionals, including Dr Niranjan Agarwal President, Association of Medical Consultants, Mumbai.

  • Lintas Initiative Media CEO Sudha Natrajan and COO Raghav Subramanian join hands to launch TMC

    Sudha Natrajan & Raghav Subramanian to launch ‘The Media Cafe’

    By A Correspondent

     

    Sudha Natrajan

    Soon after the announcement came in of Lintas Initiative CEO Sudha Natrajan moving on, she announced joining hands with COO Raghav Subramanian to launch TMC Corporation Pvt. Ltd. The venture will have a gamut of offerings under its banner. Having a combined experience of more than 40 years, the two founding directors of the company believe that the media industry has a strong sense of community without a sense of belonging.  With this thought, The Media Cafe is born which will seat the belonging of the community. It is a place where the media world will see every sunset and where walls among agencies and among media owners are rubbled. Gurgaon will host the first ‘edition’ of the Cafe which is under work and will see an opening middle of August.

     

    The Media Cafe holds the right side of TMC while on the left side are all key areas of expertise covered. The Media Consultants – A strategic consultancy offering, The Media Consumer – Research offering on both media and consumer, The Media Calibrators – Applying brand/business analytics, The Media Content – Merging brand messaging and content.

     

    Raghav Subramanian

    On the new venture, Mr Subramanian said, “It has been a long wait after various stints. This just feels right. TMC is here and will bind the industry in more than a couple of ways. Sudha is someone I have known for a while now and what can be a better combination. We complement each other well; this is a new start not just for us, but also for a lot of people around us.”

     

    “After 20 years of working in a tight system, it’s a great feeling to break free, and evolve afresh. We’re so excited to launch our own company, which involves both work and play. We’re both extremely grounded, simple people, who form tight bonds with everyone we interact with. We want to deliver a realism that forms a halo over all our offerings,” added Ms Natrajan.

     

    Ms Natrajan has spent the last 20 years in a career spanning Product Management, at Parle Products, Account Planning and Client Servicing at Lintas, and then the last 11years in Media, and leave Lintas Initiative Media, as its CEO.

     

    Mr Subramanian’s career spans across all facets of the industry – Research, Media, Analytics and Business. Has spent 10 years in GroupM New York which makes him complete by adding the global facet. He has the uniqueness of having worked at all the top conglomerates – WPP, Publicis and IPG. He leaves Lintas Initiative Media as its COO.

     

  • The awards will honour creativity which has shown a measurable and proven impact on a client’s business – creativity that affects consumer behaviour, brand equity, sales, and so on

    India@Cannes: Creativeland looks to repeat 2011 story in effectiveness

     
    By A Correspondent

     

    Having bagged the inaugural Creative Effectiveness Lions last year, India may find the going tough this year as it has received just a single shortlist nomination. This is good considering that India has sent only two entries this year. Last year the number was 7.

     

    At a total of 92, the total number of entries too have seen a sharp decline this year by 35 per cent. Last year, the number was 142. Leading the tally is USA that has sent 27 entries, Australia has sent 9 while Germany has sent 7 entries.

     

    With just a single shortlist, Creativeland Asia looks to recreate the magic it created last year with its entry Plan-T for Parle Agro.

     

    Just to recap, the awards will honour creativity which has shown a measurable and proven impact on a client’s business – creativity that affects consumer behaviour, brand equity, sales, and so on. Only entries that were either shortlisted or Lion winners, across all categories at Cannes Lions 2011 are eligible to enter into this category as these will have already been judged and established as being creatively world-class. PricewaterhouseCoopers have reviewed each entry for the Cannes Creative Effectiveness Lions and checked that claims made therein are supported by appropriate data and that entries are internally consistent and mathematically accurate. Entries will be rewarded for strategy (25 per cent), Idea (25per cent) and Results and Effectiveness (50per cent).

     

    The entries will be judged as one with no categories. Representing India at the jury will be Nadia Chauhan, Joint Managing Director & Chief Marketing Officer, Parle Agro. The awards will be held on Tuesday evening in the Grand Auditorium, Palais des Festivals.

     

  • Over the years, India's winning tally from 2007-2011 in Press Lions read thus: 4, 7, 2, 6, and 4

    India@Cannes: DDB Mudra with 10 & Leo Burnett with 8 shortlists raise India’s hopes for Press Lions

     

    By A Correspondent

     

    Largely the same as the number of entries sent last year,India’s tally in Press Lions stands at 266 – compared to 267 last year. Overall the category has seen a rise of 12 per cent, recording 6,056 entries from 72 countries. Leading from the front once again is Brazil that has sent a record 948 entries. It is followed by UK & USA that have sent 399 and 390 entries respectively,Germany that has sent 385 entries and France that has sent 325 entries.

     

    The number of shortlists from India stands at a commendable 30. This is led by DDB Mudra that has 10 of its entries being shortlisted, Leo Burnett which has 8, Ogilvy & Mather that has 6, BBD0 that has 4 and Publicis that has 2.

     

    In the category Art Direction, DDB Mudra has three of its entries – Great Fire of London, New York Blackout and Armenian Internet Shutdown that have been shortlisted for its client Geebees Beverages. Three other shortlists of DDB Mudra include Elvis, JFK and Roswel lfor its client Stedfast in the Business Equipment & Services category. Leo Burnett once again finds four mentions for its Cigarette, Socks, Fish and Egg entries for its client Bajaj Electricals in the Photography category while Ogilvy bags three shortlists for its client Mattel Toys in the entertainment & Leisure category. Publicis has two shortlists for its client Bookstalk Audiobooks in the Retail Stores category.

     

    Representing the jury from India is Raj Kamble Former Chief Creative Officer, BBH.  Over the years,India’s winning tally from 2007-2011 in Press Lions read thus: 4, 7, 2, 6, and 4.

     

    The awards will be distributed at a glittering ceremony at Palais des Festivals on Wednesday evening.