Cannes Lions 2023: India Secures Gold, Silver & Bronze On Day 2
India illuminated effectively at Cannes Lions 2023, demonstrating its creative skills, and collecting an impressive metal tally on Day 2. The country celebrated a momentous success on a global stage by winning one gold lion, three silver lions, and two bronze lions. The categories included Industry Craft Lions securing one gold, Entertainment Lions for Sports securing one silver, Entertainment Lions securing two silvers, Design Lions securing one bronze, and Entertainment Lions for Gaming securing one bronze lions.
The Gold Lion, won by the campaign, ‘Untangling the Politics of Hair’ created by FCB India for Stir in the category of Industry Craft is a testament to India’s exceptional ability and innovative thinking in the advertising and marketing industry. FCB India also won two silver lions in the category of Entertainment Lions, one for the 'Chatpat' campaign for SOS Children's Villages and the other for Navneet's 'TR For Teacher' campaign.
Commenting on the win, Swati Bhattacharya, Creative Chairperson, FCB India stated, “PG Aditya previously said that last year was 1983 for India advertising and this year is a tough act to follow but I am so happy and excited that ‘Untangling the Politics of Hair’ has been the first gold for the country. I am also very proud of the fact that this is India’s first gold in industry craft ever and it feels like a nice new bastion that we have conquered and I am sure, in the coming years we won’t just have ideas but the campaigns will be incredibly well-crafted.”
Leo Burnett's 'Airtel 175 Replayed' campaign for Airtel got a silver lion in the category of Entertainment Lions for Sports, showcasing the Indian agency's ability to craft lasting advertising campaigns that resonate with audiences.
“Our belief always has been that any technology is nothing by itself”, stated Dheeraj Sinha, CEO of South Asia, Leo Burnett after the country won the silver lion. He further added, “The best use of technology is when it solves for human problems or creates great human experiences. This is a campaign where we brought back a lost part of India’s cricket history, in many ways a lost part of our culture, because cricket in India is just that. This is about how we can use technology to re-create a part of our history. And it’s amazing that we used this to launch a futuristic platform such as 5G for Airtel. An example of technology of the future, helping us access our past. I am so glad that this case has been recognised at Cannes Lions - where the best work from the world compete.”
Moreover, Dentsu Creative's campaign 'The Everything Book' for Vedantu received a bronze lion in the category of Design Lions, adding to India's increasing global standing for creativity and originality.
Aalap Desai, Chief Creative Officer, Creative Experience, West, Dentsu Creative India & one of the Indian jurors at Cannes Lions 2023 commented on the recognition stating, “The Everything Book has been 2 and a half years in the making. We have tirelessly worked on this project for years to make it come alive in the best version of it. It’s satisfying to see it being recognised at the biggest stage advertising has. I think we couldn’t be happier. Fingers crossed for the remaining days of the festival. We have more shortlists.”
On prevailing the triumph, Amit Wadhwa, CEO India, Dentsu Creative India, said, “This victory holds a significant place in our hearts, as it truly exemplifies the thriving creative culture at Dentsu Creative. It stands as a powerful testament to the boundless possibilities that arise when innovation and imagination intertwine. I express my deep gratitude to our exceptional teams who have each played a crucial role in this achievement. Together, we aspire to soar to even greater heights, firmly believing that this marks just the inception of an extraordinary journey filled with remarkable accomplishments that lie ahead.”
Nonetheless, DDB Mudra Group's 'Machinegun Mouth' campaign for Battleground Mobile India, also earned a bronze lion in the category of Entertainment Lions for gaming, illustrating the country’s commitment to breaking boundaries and seeking new possibilities in advertising and marketing.
Rahul Mathew, Chief Creative Officer, DDB Mudra Group expressed, “The new categories at Cannes are a nudge in the direction that the industry should be moving towards. It makes us immensely happy to be one of the first to win in a category like gaming.”
India's triumph at Cannes Lions on Day 2 strengthens its position as a rising advertising powerhouse and sets the stage for further wins in the days ahead.
