 "India's dream run at Cannes draws to a close")
India's dream run drew to a close at the French Riviera in the South of France, with the country's ad agencies taking home a total of 33 metals (prizes) on the final day of the Cannes Lions Awards festival.
Of the five shortlists India bagged in film craft, there was one conversion - a bronze in sound design for Nike's Parallel Journeys - conceptualised by JWT and executed by production house Ramesh Deo.
This has been India's best year at Cannes and the categories that gave ad agencies their metals included print, outdoor, design, public relations and direct marketing, besides film craft. However, the ones that failed to churn out winners were film, radio, mobile, digital, media, branded content and entertainment, integrated, promo and activation, innovation, and creative effectiveness.
"We have traditionally been strong in areas such as print, outdoor and design. We need to devote our attention now to newer segments such as mobile and digital," says Amit Akali, national creative director and executive vice-president at Grey. "The world is moving there."
Ad industry executives admit that Indian agencies are yet to get their act together in new media.
"Maybe we should stop thinking of it as digital and look at it as big behaviour-changing engagement ideas that are led by interactive technology. Then we'll stop seeing it as media or digital and start looking at it as highly collaborative life-changing ideas," says Josy Paul, chairman and chief creative officer at BBDO India.
Traditional media such as print and television continue to dominate, with advertising in these categories constituting 42 per cent and 43 per cent, respectively, of the total spending in India.
Of the five shortlists India bagged in film craft, there was one conversion - a bronze in sound design for Nike's Parallel Journeys - conceptualised by JWT and executed by production house Ramesh Deo.
This has been India's best year at Cannes and the categories that gave ad agencies their metals included print, outdoor, design, public relations and direct marketing, besides film craft. However, the ones that failed to churn out winners were film, radio, mobile, digital, media, branded content and entertainment, integrated, promo and activation, innovation, and creative effectiveness.
"We have traditionally been strong in areas such as print, outdoor and design. We need to devote our attention now to newer segments such as mobile and digital," says Amit Akali, national creative director and executive vice-president at Grey. "The world is moving there."
Ad industry executives admit that Indian agencies are yet to get their act together in new media.
"Maybe we should stop thinking of it as digital and look at it as big behaviour-changing engagement ideas that are led by interactive technology. Then we'll stop seeing it as media or digital and start looking at it as highly collaborative life-changing ideas," says Josy Paul, chairman and chief creative officer at BBDO India.
Traditional media such as print and television continue to dominate, with advertising in these categories constituting 42 per cent and 43 per cent, respectively, of the total spending in India.