Most likely the most effective honour to be bestowed upon a marketing campaign for its measurable enterprise impression, the Inventive Effectiveness Lions on the Cannes Worldwide Competition of Creativity have been part of the roster on the gala awards ceremony since 2011. The award has recognised and honoured artistic makes an attempt from throughout the globe which have led to a formidable spike in a model’s enterprise and in sure circumstances initiated a constructive change inside the society. Solely the campaigns which have both been shortlisted or gained an award the earlier yr are eligible to ship in entries for this class. The Indian contingent too has gained a number of nominations, picked six Lions and one Grand Prix for its commendable work within the sector and to mark the decadal yr of the class, exchange4media takes a glance again on the campaigns that introduced the honours dwelling.
Within the very inaugural yr of the class BBDO, India picked a Lion for its W.A.L.S (Ladies In opposition to Lazy Stubble), achieved for P&G’s Gillette. Talking in regards to the thought course of behind the marketing campaign after the win, then BBDO India Chairman & NCD Josy Paul had instructed us, “Our process was to encourage the younger stylish males of India’s cities to shave extra usually, and to shed the prevailing “unshaven look” that was endorsed by nearly each sport star, actor and function mannequin in India. Our technique was to leverage the (till now, silent) views of their feminine companions and spouses.”
The marketing campaign, reportedly, was 60 per cent simpler in producing consideration than earlier Gillette campaigns and generated 4 occasions the anticipated quantity of earned media and publicity, tripling the market share of Mach3.
In 2012, India had despatched solely two entries into the class, in comparison with the earlier yr’s seven, and Creativeland Asia’s “Plan-T” for Hippo Baked Munchies was shortlisted amongst the 13 ultimate contenders out of the overall 89 entries obtained globally. The marketing campaign was kind of a pioneer in India to solely use Twitter to spice up its distribution and get 20 million further unit gross sales by indulging the customers on the social media platform. It was additionally the company’s maiden shortlist at Cannes Lions.
The following shortlist got here a yr after, in 2014, for Lifebuoy’s “Assist a Little one Attain 5” marketing campaign, created by Lowe+Companions. The goal of the marketing campaign was to alter the hand-washing behaviour of a billion folks by the subsequent yr and save lives from a number of life-threatening ailments that take away youngsters beneath 5 years very often within the nation. One other fascinating reality in regards to the marketing campaign is that it was entered by the London department of the company and never Indian because the latter, as a coverage, didn’t ship entries to any awards.
In 2015, HUL’s Kan Khajura Tesan, India’s first free and on-demand leisure cellular radio channel picked a Bronze Lion within the class. Launched in October 2013 in Bihar and Jharkhand, the service was expanded in August 2014 throughout Uttar Pradesh, Uttarakhand, Madhya Pradesh, Chhattisgarh, Himachal Pradesh, Haryana, Punjab, Rajasthan, Gujarat and Maharashtra. It aimed to assist HUL manufacturers have interaction with rural customers in media darkish areas. The earlier yr, the marketing campaign had gained three Gold Lions in separate classes. The marketing campaign was submitted by Lowe + Companions Worldwide.
The following Bronze Lion was picked by BBDO Mumbai, in 2016, for one in every of its longest-running and extremely acclaimed campaigns for Ariel referred to as “Share the Load.” The adverts inspired males to “share the load” when doing laundry, with messaging extending to non-traditional channels equivalent to wash care labels on garments. Ariel grew worth and quantity gross sales by 106%, as per an in depth WARC report.
2017 has been so far the most effective yr for the Indian contingent at Cannes Lions for it gained a complete of 4 lions within the effectiveness class that yr. Ariel’s “Share the Load” by BBDO India went on to select a Gold Lion for Inventive Longer-Time period Effectiveness and Bajaj V’s “The Nation’s Bike” by Leo Burnett India gained one other Gold Lion for Inventive Advertising and marketing Effectiveness.
Ariel Matic’s “Dads #SharetheLoad” by BBDO India and Make Love Not Scars’ “Magnificence Ideas by Reshma”created by Ogilvy and Mather Mumbai, gained Silver Lions in Inventive
Effectiveness and Inventive Effectiveness For Good sections.
The next yr too turned out to be nice as Savlon with its “Wholesome Palms Chalk Sticks” marketing campaign, created by Ogilvy Mumbai picked gained the Grand Prix within the class. The model had developed particular chalk-sticks, infused with cleaning soap particles in order that when the youngsters washed their palms after utilizing the product it helped them clear higher and combat off germs. The chalk sticks got to 150,000 college students in additional than 100 faculties throughout 22 cities by the point the win got here for them.
Talking in regards to the win, Kainaz Karmakar and Harshad Rajadhyaksha, then Chief Inventive Officers, Ogilvy India had instructed exchange4media that the marketing campaign was very well-received throughout Cannes and the juries and the truth that the Grand Prix occurred on the identical night as when Piyush and Prasoon Pandey have been felicitated meant rather a lot.
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