Political activism as a theme won many awards. But, the \u201cCorruption Detector\u201d entry for Reclame Aqui was bold and with elections in India coming up, I do expect a few agencies peddling such and idea to their clients.<\/li>\n<\/ul>\nThe Indian Scenario:<\/strong><\/p>\n\n- Press releases state that India had as many as 979 entries.<\/li>\n
- In terms of awards tally, Indian agencies are still far behind, ranking 17th among 52 countries.<\/li>\n<\/ul>\n
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\n- 32 different campaigns were shortlisted for 69 awards and 13 different campaigns won 20 Lions. Plus there was a Health Grand Prix for Good which was won by the entry for \u2018Asha Ek Hope Foundation\u2019.<\/li>\n
- Mercedes Benz and Johnson & Johnson made 7 shortlists for their\u00a0 \u2018Madhubani<\/em>\u2018, \u2018Pattachitra<\/em>\u2018 and \u2018Warli<\/em>\u2018 and \u2018Project Free period\u2019 entries, it was followed by Asha Ek Hope Foundation\u2019s \u2018Blink to Speak\u2019\u00a0 campaign which made 6 shortlists.<\/li>\n
- The Awards tally : 1 Grand Prix, 4 Gold, 6 Silver and 9 Bronze.\n
\n- 85% of these entries had a message of \u2018social good\u2019 and consequently no sales or brand metric of success.<\/li>\n
- As an aside, I\u2019ve only noticed 2 (\u2018Samsung Technical School\u2019 and \u2018#StandByToughMoms\u2019) of these beyond the award circuit and that too on social media.<\/li>\n<\/ul>\n<\/li>\n
- The Savlon entry which won \u2018Creative Effectiveness Lions\u2019 was interesting in many respects\u2026\n
\n- It was entered in all submissions as belonging to \u2018ITC Foods\u2019. In fact, there were 3 entries submitted for this one brand across 29 categories and all mentioned that the brand belonged to \u2018ITC Foods\u2019! Surely it isn\u2019t an error and I think\u00a0 it has something to do with the tobacco pedigree of the company the brand belongs to.<\/li>\n
- The entry which won the Creative Effectiveness Lions, \u201cSavlon Healthy Hands Chalk Sticks\u201d, credited 10 creative officers or directors and 3 planners!<\/li>\n<\/ul>\n<\/li>\n
- 5 other award winners from India seem to be pro bono work\u2026\n
\n- Product Design Lions: \u2018Blink to Speak\u2019 for Asha Ek Hope Foundation submitted by TBWA which won a Silver.<\/li>\n
- Outdoor Lions: \u2018The Health Purse (Sehat Ka Batua<\/em>)\u2019 for Mahindra Rise submitted by Grey which won a Bronze.<\/li>\n
- Health & Wellness Lions: \u2018Project Free Period\u2019 for J&J submitted by DDB Mudra which won a Silver.<\/li>\n
- Health & Wellness Lions:\u2019Noon Assembly\u2019 for Kwality Milk submitted by McCann which won a Bronze.<\/li>\n
- Innovation Lions: \u2018Good Vibes \u2013 Communication Tool For The Deaf blind\u2019 for Sense International by Cheil which won a Bronze.<\/li>\n<\/ul>\n<\/li>\n
- The Mercedes entries (\u2018Madhubani<\/em>\u2018, \u2018Pattachitra<\/em>\u2018 and \u2018Warli<\/em>\u2018) which won an \u2018Outdoor Lions\u2019 bronze seemed to be a copy an old creative idea from GE.<\/li>\n
- The results and scale too are suspect\u2026\n
\n- \u2018Good Vibes\u2019 app entry that won \u2018innovation\u2019 bronze, has only 100+ installs as of yesterday<\/li>\n
- \u2018Sindhoor khela<\/em>\u2018, \u2018Project Free period\u2019 & \u2018Sweet Change\u2019 are 1 city projects.<\/li>\n<\/ul>\n<\/li>\n
- The entry video submissions too take creative liberty\u2026\n
\n- At least 3 different submissions claimed that the PM, Narendra Modi\u00a0 talked about something due to their campaign. For example, \u2018#StandByToughMoms\u2019 entry attributes the PM talk about making sons responsible to their campaign.<\/li>\n
- Similarly, paid media efforts were mentioned as earned media \u2013 Rajdeep Sardesai\u2019s news monologues as well as Akshay Kumar\u2019s twitter mentions are used.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
In subsequent posts, I\u2019ll publish a few submissions that I could lay my hands on and talk about them.<\/p>\n
\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"
Call it a case of sour grapes, but I never liked any awards show that seeks to reward creative work. Be it an internal company awards or industry wide ones like Effies and Emvies (in India) or even Cannes Lions (international).\u00a0 My own experience has been that internal company awards are stage managed to ensure […]<\/p>\n","protected":false},"author":1,"featured_media":3979,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"book_review_cover_url":"","book_review_title":"","book_review_series":"","book_review_author":"","book_review_genre":"","book_review_isbn":"","book_review_publisher":"","book_review_release_date":"","book_review_format":"","book_review_pages":"","book_review_source":"","book_review_rating":"","book_review_summary":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[88,110,4,6,72],"tags":[],"class_list":["post-2912","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analysis","category-cannes-lions","category-marketing","category-rambling","category-visualisation"],"jetpack_featured_media_url":"https:\/\/ravi.rajiniravi.com\/blog\/wp-content\/uploads\/2021\/01\/photo-1547139559-c89c59d117611.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/posts\/2912","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/comments?post=2912"}],"version-history":[{"count":8,"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/posts\/2912\/revisions"}],"predecessor-version":[{"id":2929,"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/posts\/2912\/revisions\/2929"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/media\/3979"}],"wp:attachment":[{"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/media?parent=2912"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/categories?post=2912"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/tags?post=2912"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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