Health care is India's lucky 13 at Cannes Lions Festival

With 13 on health care shortlist, Indian agencies could convert at least half of them into winning campaigns on day one of the festival, say experts

During the last few years, Indian advertisement agencies at the Cannes Lions Festival of Creativity, billed as the Oscars of advertising, have turned to the health care and glass lion categories in their quest for metals, industry parlance for awards.

And this year has been no exception, with health care (including health & wellness and pharmaceutical) giving Indian agencies 13 shortlisted entries, an impressive start to its campaign at the French resort town. Shortlists, for the uninitiated, ensure ad agencies are in the reckoning for metals. The higher the shortlists the more is the likelihood of conversion into metals.

In the glass lion category, Indian ad agencies have four shortlists this year, including hot favourites such as ‘Sindoor Khela — No Conditions Apply’ for The Times of India (by FCB India) and ‘#StandbyToughMoms’ for All Out mosquito repellents (by BBDO India), both tipped as potential winners this year.
 

While the results in the glass lion category will be declared later in the week, day one of the festival will be devoted to the health care segment. Among the trophies that will be given on Monday will be the Lions Health Grand Prix for Good, Young Lions Health Award, Healthcare Agency of the Year and Healthcare Network of the Year.

Ad industry veteran K V Sridhar, founder and chief creative officer, HyperCollective, says Indian agencies may land up converting at least half the shortlists into winning campaigns in health care. 

“There is a good body of work that has been entered in this category by Indian agencies this year. And while the competition could be tough, (Indian) agencies have learnt how to crack it in health care,” he says.

Pieces of work that are potential candidates for health care awards include “Noon Assembly” by McCann Health for Kwality (Milk) and the Food Safety & Standards Authority of India; “Project Free Period” by DDB Mudra for Stayfree sanitary pads; “Health Purse” by Grey India for Mahindra Rise; and “Blink to Speak” by TBWA India for Asha Ek Hope Foundation. 

J Walter Thompson’s lone shortlist in health care for Unicef (Every Half Counts) could also win on Monday, experts tracking the festival said.
 

If Indian agencies do strike it rich on day one of the festival, it would give the local contingent a comfortable start. Part of this is because the competition begins to heat up as the festival wears on with big segments such as mobile, film, innovation, entertainment and titanium drawing attention from agencies from across the world.

While India has nine shortlists in segments such as print, outdoor, design and mobile, the conversion rate into metal is a factor of the competition in those segments, Prasoon Joshi, chairman, McCann Worldgroup Asia Pacific, and chief executive officer and chief creative officer, McCann Worldgroup India, said.  “My assessment is that the spread of (winning) agencies (from India) would be wider this year. Last year, it was centred around us,” he said.