India opened its account at Cannes with a Bronze Lion going to Ogilvy in the direct marketing category. The agency bagged the award for its work for Vodafone. Called ifold, the initiative basically exhorts people to save paper by folding more.
As part of the initiative, Ogilvy had designed special envelopes that encouraged people to fold the paper going into the envelopes a little more.
Not only did the agency take this up for Vodafone, but also found other clients wanting to do the same. Ogilvy itself has implemented this initiative across its offices in India to spread the messages of folding more.
Besides Ogilvy no other agency bagged a trophy either in direct marketing, promo, activation or PR. India had a total of 13 shortlists in these categories. But hope remains in press, outdoor and media, whose awards are yet to be declared.
India had a total of 31 shortlists in these categories.
