TBWA’s winning piece of work was for Navi Mumbai-based NeuroGen Brain and Spine Institute, titled One Mindful Mind, an interactive tool kit that helps parents turn into counsellors for their children battling depression, mood disorders and anxiety. TBWA had two shortlists for this piece of work and was the only Indian agency to be shortlisted in this category.
A lower count of metals on Day One of the Cannes Ad Fest will mean that it will get tougher for the Indian contingent to increase its scorecard as the festival wears on, said experts.
"Over the past few years, health care and glass lions have been two categories where Indian agencies have had big wins. This year, however, there were no shortlists at all in pharma, which is part of the health care category. And, in health and wellness, also part of the health care segment, there were only two shortlists. Clearly, there wasn't enough work to show here,” said K V Sridhar, founder and chief creative officer, Hyper Collective, who tracks the Cannes Ad Fest closely. “But I still remain hopeful,” he said.
Ad industry sources said there were fewer pieces of work entered in the health care category at this year’s Cannes despite the overall tally of entries from India growing nearly 8 per cent to 1,053. The contributors to the increase (in entries) this year were categories such as digital, media and public relations and all eyes will be on how India does in these segments later this week.
Some of the other contenders for metals from India include Wunderman Thompson’s Blink campaign and Ogilvy’s work for Hindustan Unilever’s Hamam soap. The latter has been shortlisted in the glass lion category, which rewards agencies for the work they undertake around social issues. Ogilvy created waterproof saris for women wishing to take a dip in the Ganges during the Kumbh Mela in response to a pressing problem around the same.