What’s On

19 APAC entries win Media Lions; PHD sets a benchmark for India

The Media Lions category saw its set of winners at the Cannes Lions International Festival of Creativity. From Asia Pacific, where over 60 pieces of work had made it to the shortlist, 19 walk away with a Lion.

There are three Gold Media Lions – two of which are taken by PHD India’s work ‘Kan Khajura Tesan’, done for Hindustan Unilever.

For India, the win marks a new benchmark as it is a digital, and not traditional, entry winning in a Media category. Speaking to DMA, Jasmin Sohrabji, CEO, Omnicom Media Group Southeast Asia said, “Performance in the marketplace is our priority, and winning an award for our work and being acknowledged by our clients and our fraternity gives the team a lot more motivation to aim higher. Winning at Cannes Lions, no less, is a matter of pride for all of us. We are delighted with the performance of PHD India at the Festival this year. As I mentioned earlier, what’s important is these wins are coming for a medium that is crucial for growth markets; a medium the industry is still experimenting with.”

“What makes KKT really interesting is the idea originates in India but its simplicity lends it the potential to be scaled to various other markets, especially growth markets that are priority for Unilever,” added Ms Sohrabji.

Lowe Lintas is the creative agency on the entry. Kan Khajura Tesan is the first fully advertiser funded mobile based entertainment-on-demand initiative in India. The driving force behind this campaign is the fact that a large percentage of the consumer group for HUL brands are in media dark villages and cannot be reached via traditional media like TV, radio & print. In these rural areas access to TV and radio is limited and further constrained by poor availability of electricity.

“Areas that were otherwise termed to be ‘media dark’ are now “entertainment-enlightened” with ‘Kan Khajura Tesan’ reaching out to more than 11 million subscribers. In total till date we have had 180 million minutes of engagement with our consumers. Our ads have been heard 100 million times in the last 7 months alone’. We have as HUL created many marketing firsts and we are extremely proud to have worked with a fantastic team with agency partners PHD India and Lowe India to create another ‘first’ in digital marketing in India. It’s wonderful for the work to get acclaim and recognition at a large global platform like Cannes,” commented Priya Nair, Vice President at HUL.

FCB New Zealand has won the third Gold for Brother in Arms

The Grand Prix was awarded to McCann Lima in Peru for Coca-Cola

The winners tally from APAC are

Title Advertiser Entrant / Agency Prize 
Happy Id The Coca-Cola Company McCann Lima Grand Prix
Kan Khajura Tesan Hindustan Unilever PHD India / Lowe Lintas Gold Lion
Bank Job Brothers In Arms FCB New Zealand Gold Lion
Kan Khajura Tesan Hindustan Unilever PHD India / Lowe Lintas Gold Lion
The Smart Phone Line Samsung New Zealand Colenso BBDO Auckland Silver  Lion
Pocari Music Player Otsuka Pharmaceutical Dentsu Tokyo Bronze Lion
Rice-Code Inakadate Village Hakuhodo Tokyo Bronze Lion
Aussie Builders Mars Australia Clemenger BBDO Melbourne Bronze Lion
Dupe Yarra Valley Water Ogilvy Melbourne Bronze Lion
Banana Republic Banana Republic Iris Worldwide Indonesia Bronze Lion
Animal Strike Paw Justice DDB Group New Zealand Bronze Lion
Message Barter The Akanksha Foundation Ogilvy & Mather India Bronze Lion
Safe Driving Program Samsung Leo Burnett Sydney Bronze Lion
The Bottled Walkman Sony New Zealand FCB New Zealand Bronze Lion
Anz Gaytms Anz WhybinTbwa Group Melbourne Bronze Lion
Movie Emoji Singtel Ogilvy & Mather Singapore Bronze Lion
I See Fries Mcdonalds DDB Sydney Bronze Lion
Banana Republic Banana Republic Iris Worldwide Indonesia Bronze Lion
Dupe Yarra Valley Water Ogilvy Melbourne Bronze Lion
The Smart Phone Line Samsung New Zealand Colenso BBDO Auckland Bronze Lion

 

Noor Fathima Warsia

A veteran journalist in the Indian marketing, media and advertising fraternity, Noor Fathima Warsia took on the role of Group Editor -– APAC for Digital Market Asia in May 2013. Noor has focussed on tracking trends and developments in the Indian media industry.
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