Cannes Lions 2012: The festival concludes with great fanfare while India bags 2 more metals!

Cannes Lions 2012 ended with great fanfare as India bagged two more metals, adding up to a total tally of 14 metals won this year at the Oscars of the advertising world.

 

Taproot India’s film “I Am Mumbai” for Bennett, Coleman and Company Ltd bagged a gold lion in the Film Craft Category. Directed by Abhinay Deo, the film was also shortlisted in the Film Lions category but could not convert the nomination to a metal, as the jury felt that the film was too loud.

 

Bacardi India’s “The Dewarists” for Dewar scotch which had been shortlisted in Branded Content and Entertainment Lions won a bronze lion. Branded Content and Entertainment Category is a newly introduced category to award integration of original content by a brand. The Dewarists won the metal for the best non-fiction programme, series or film where a client was able to successfully create a reality documentary or light entertainment show around a product or brand. Being shortlisted in a new category itself was a big achievement and winning it an even greater feat.

 

The year has not been very great for India at the 59th International Festival of Creativity. In 2007, India had won 12 metals. In 2008, the count went to 23. 2012 has clearly been the roughest year for India at Cannes considering the fact that amongst the 1,182 entries that were sent out this year, only 14 entries manifested into metals. Also, India failed to make it to categories like Cyber Lions, Mobile Lions.

 

India won three gold lions this year, compared to last year; when the number of gold lions was just one. Also, agencies like Leo Burnett, Ogilvy& Mather and BBDO India bagged silver and bronze lions at the festival.

 

The most coveted Titanium and Integrated category could not work wonders for India. Taproot India’s film “I Am Mumbai” inspite of being shortlisted could not bag a metal in the category. However, the film apart from bagging gold in Film Craft has been immensely appreciated.

 

It is interesting to notice that Indian entries have been appreciated and received their due even though many of the shortlists could not be converted into metals.