Indian admakers shine with 22 Lions at Cannes 2021
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The Times of India’s ‘Out & Proud’ initiative executed by FCB Ulka for the LGBTQ community won a Bronze Lion in the Sustainable Development Goals category.
At Cannes Lions Festival of Creativity this year Indian agencies got home a total of 22 Lions, virtually. Of the 29,074 pieces of work that entered from 90 countries, India sent 699. These were entries from the past two years as the awards were paused due to the global pandemic in 2020.
FCB Interface’s campaign 'The Punishing Signal' for Mumbai Police received 7 Lions, including a Gold, across categories like Health & Wellness, Outdoor, Brand Experience & Activation and PR. Talking about the campaign’s success, Rohit Ohri, chairman & CEO, FCB Group India, tells ET, “The biggest marketing lesson from ‘The Punishing Signal’ campaign is that when an idea is born out of a human truth and is deeply relevant culturally, it becomes viral.” This particular work addressed the noise pollution problem in the city of Mumbai by connecting special decibel meters to traffic signals. Every time the honking got louder; the signal was reset. The campaign video got over 6.6 billion impressions globally.