Day 3 Cannes Lions 2011: Lodestar gets India its first gold this year

Day three of the monumenatal Cannes Lions 2011 got Lodestar Universal a gold lion in Media and which also happens to be the the first gold for India, this year. Maxus also won a bronze in Media for its campaign on Tata Sky. The creative agencies from India shortlisted for Media lions were BBDO India, Contract and McCann.

Lodestar Universal won a gold for its work on a campaign for L'Oreal. On World Environment Day, The Times of India was printed on recycled paper. L'Oreal had persuaded it to do so, and of course it also paid for it.The paper which was recycled was collected by the youth and several celebrities like John Abraham were brought in to be part of this initiative. This was L'Oreal's way of engaging with the youth, to make a statement that it cared for the environment. The entire activity was carried out by Lodestar Universal

Adding to the glory Taproot India bagged a silver, while BBDO India and Sorento Healthcare won bronze each in Outdoor. Taproot bagged the silver for its Audio Book campaigns, while BBDO India won a bronze for White Collar Hippies, and Sorento Healthcare won its bronze for Wockhardt.

However in the Radio category McCann India was the only shortlisted agency and It also managed to convert the two shortlisted entries for Onida campaign into a bronze lion.

Day three also saw the announcement of shortlisted entries for Design Lions, where India received 12 shortlists.

Of the 12 Indian entries, six shortlists belong to Mudra Communications. The remaining six comprise one shortlist each for Taproot India, TBWA, Ogilvy India, Out of the Box, Happy Creative Services and Sorento Healthcare Communications.

Three of Mudra Communications' six shortlists have been for the agency's campaigns- Loving Hands Ministry, for a campaign titled 'Dwarf Depression'. The other three shortlisted campaigns include those for PE Electronics (Frozen Food campaign for the Electrolux Freezer), RI Ayurveda Research Labs (Disappearing Discounts campaign) and its self-promotion campaign called 'Living Typography'.

Taproot has been shortlisted for its campaign titled 'Pause' for Lingo India's Audio Stock Bank. TBWA has been shortlisted for its Immigration Stamps campaign for Yatra Online.

Ogilvy India's All About Acupressure campaign for Dr S M Vaidya has fetched the agency its lone shortlist in this category. For Out of the Box, it is the agency's campaign for a pre-school called Mother's Pride that bagged it a shortlist.

Sorento Healthcare Communications has received a shortlist for its campaign for Wockhardt Limited; the campaign, titled 'Enemies', is about osteoarthritis therapy.

However, as a bitter news for India, India has no shortlists in the Cyber Lions category this year.