An International award ceremony to recognize creative genius from all over the world, the Cannes Lions International Festival of creativity first began in the year 1954. Formerly known as ‘The International Advertising Festival’, it brings the creative communications industry together every year to learn, network and connect through a unique celebration in Cannes, France.
As its first-ever digital outing in an opulent legacy of over seven decades is due in June end of this year, let’s explore the most inventive Indian Ad campaigns that did us proud in the past on this international platform.
Creative History
Drawing inspiration from the international film festival, makers of advertising films felt the need to create an event that recognizes the talent and efforts of advertising professionals worldwide. Its first international festival was conducted in Venice with 187 Ad film entries from 14 countries.
The iconic Lion trophy of the festival was inspired by ‘The Lion of Piazza San Marcos’ in Venice. Its following festivals were held in Monte Carlo and Cannes. Cannes became its permanent destination in the year 1984.
Today, this global festival of creativity continues to honor all of the marketing communications as a forum for talent recognition, discussions and deliberations.
India and Cannes Lions
India walked into the global limelight in the year 2008 when JWT walked away with the country’s first Grand Prix at Cannes Lions 2008 for the Times of India campaign ‘Lead India’. Since then there was no looking back. In the last decade, BBDO’s, ‘Share the Load’, ‘Touch the Pickle‘ and ‘Women against Lazy Stubble’ were announced as the most iconic ads at Cannes Lions.
These three entries bagged the inaugural Grand Prix, three golds, five silvers and two bronze in different prestigious categories. DDB Mudra’s ‘Silent National Anthem’ for Big Cinemas brought home five bronzes and three silvers.
Walk down the creative memory lane and take a glimpse of the top five Indian Ad campaigns that have made the country proud at the Cannes Lions International Festival of creativity.
1. Share the Load
Ariel discovered 70% of children still believe that household chores are women’s work. Appreciated for its impactful social message, this Ad nudges its male viewers to get inspired by a new expectation and ‘Share the load’. It won the Glass Lion at Cannes Lions 2016
Get Inspired Here
2. Touch the Pickle
Shattering menstruation-related taboos and prejudices long-embedded in the Indian culture, this innovative Whisper Ad campaign has won the Glass Lion Grand Prix at the Cannes Lions 2015.
End Taboos Here
3. Women against Lazy Stubble
One of the most successful campaigns from India, Gillette Mach 3’s WALS (Women against Lazy Stubble) initiative triggered a debate about shaving among Indian men and had won the prestigious Silver Cannes Lion at its 57th festival. It also resulted in a sales increase of 38 percent with a 35 percent increase of market share for Gillette.
Pick your Side Here
4. Silent National Anthem
Flashed across screens in all the BIG Cinemas before a film commences, this Ad created by Mudra Group was released on India’s 61st Republic Day. It is a heartfelt silent rendition of India’s National Anthem, interpreted through sign language by children with hearing and speech impairments. It bagged the Bronze award in Cannes Lions 2011.
Feel its spirit here
Indian Railways
Created for the Ministry of Railways, Government of India, by Ogilvy & Mather this Ad won the Gold Lion in 2011. It features a human train with the background score of the 1968 Ashok Kumar-starrer song ‘Rail Gaadi, Rail Gaadi’. The ending voiceover The Magic of India, Indian Railways’ further adds to its charm.
Relive its Allure Here
Cannes Lions International Festival of creativity 2021 is slated to go live virtually between 21st and 25th June this year. Flaming the fire of creativity without losing its inventive spirit, this festival has adapted to the digital demands of the current scenario and has geared up to inspire talents from the creative communications, advertising, and marketing arena worldwide.
