The campaign: Meltdown

The award: Promo & Activation Bronze Lion

The agency: Ogilvy & Mather India

The client: AICMED

* The brief: AICMED (All India Council for Mass Education and Development), an NGO with a focus on environmental preservation, wanted to spread awareness among children, the future citizens of our planet, about the perils of global warming. They wanted to target schools in Kolkata and the communication to be participative and interactive in nature.

* The execution: A typical behaviour of school children inspired the idea. After summer classes, children invariably rush to get ice cream. The agency created special ice candies in partnership with Rollick Ice Cream. It etched images of lifeless polar creatures on the ice cream sticks and distributed them in the schools. As the heat melted the ice, the pictures of the polar creatures were revealed. This was accompanied by a stark message: ?When polar ice melts, they die. Stop global warming.? The children were directed to http://www.aicmedindia.org for further information. They also got an invitation to join the initiative as volunteers.

* The result: Ninety-one per cent of all participating children vowed to prevent global warming. The website received over 10,000 hits. Over 300 children joined AICMED as summer volunteers. The volunteers took to the streets to spread awareness among pedestrians about the do’s and don’ts of global warming.

* Client take: ?We always look forward to corporate citizens taking part in our work. Through this award we feel a lot more such people would be interested in what we do and come forward and participate. At a more personal level, it does give us a lot of pride, joy and motivation to see the campaign win recognition at the highest level besides working well for us on ground,? said Sudhir Chatterjee, general secretary, AICMED. ?It was really great working with O&M. They were sincere in understanding the task at hand and came up with a brilliant solution. What made it especially meaningful for us is that the agency understood our financial constraints as well and tailored the idea accordingly.?

* Agency take: ?The challenge was to understand the client’s requirement because they had a small budget. However, we turned this challenge into an opportunity,? said Kaustav Chatterjee, creative head, O&M Kolkata.


Belling the cat

The campaign: ‘Bell Bajao’ – Software Engineer & Bus Driver

The award: Film Silver Lion

The agency: Ogilvy & Mather India

The client: Breakthrough Trust

* The brief: The objective was try and resolve the rampant problem of domestic violence by asking people to get involved.

* The execution: ‘Bell Bajao’ is a national campaign which uses the power of pop culture, media and community mobilisation for outreach across India. The campaigns are based on true stories of people who joined the movement against domestic violence.

* Client take: Zenobia Pithawalla, group creative director, Ogilvy & Mather, says, ” What makes this win even more wonderful, is the fact that this work was not created because one wanted to win an award. But because everyone from the client to the creative team to the film maker believed this was what it would take to put an end to Domestic Violence. As we celebrate this news, we would like to thank Breakthrough for always giving us a free hand and believing in our creative work as much as they believe in their cause.”

* Agency take: Mallika Dutt, executive director, Breakthrough says, ” Breakthrough is delighted at Bell Bajao?s win at the Cannes Lions Advertising Festival 2010! The Silver Lion provides us with a global platform to spotlight violence against women and to ask men and boys to become partners in ending it. Our partnership with Ogilvy is a wonderful example of the reach and success of public-private collaborations, which are essential to bringing an end to the abuse that women face all over the world.”


Lending a hand

The campaign: Medimix?The Handmade Natural Soap

The award: Outdoor Bronze Lion

The agency: Creativeland Asia

The client: Cholayil

* The brief: To illustrate that the world’s best selling herbal ayurvedic soap is made by hand.

* The execution: Handmade posters for a handmade soap. The thought was simple. The execution wasn’t. Just like in Medimix, only nature went into creating these posters.

* Client take: V.S. Pradeep Managing Director, Cholayil, ?Creativeland created an ambush in Cannes by winning a Bronze for a home-grown Indian brand like Medimix Ayurvedic Soap making everyone look at the creative ingenuity of India.?

* Agency take: Sajan Raj Kurup, founder and creative officer, Creativeland Asia, said, ?I do feel that work from Asia fights an unfair battle as almost 80% of the jury is of EU, UK and US origin and they find it hard to understand and appreciate the Asian sensibilities. So it is disheartening to see Frooti miss out a gold by one vote or a Hippo twitter activity only make it to the shortlist in media while a similar, yet less revolutionary, activity from the US pick up the Titanium GrandPrix.While we don’t have much to complain about our performance, we are also mindful of addressing these gaps in the future.?


Stamp it right

The campaign: Department of Posts ‘Stamps’

The award: Design Bronze Lion

The agency: Ogilvy & Mather

The client: Department of Posts

* The brief: The postal department of India wanted a calendar that promoted its image and celebrated its presence across this diverse and culturally rich nation.

* The execution: Every day, India celebrates her hundreds of gods and goddesses, her Bollywood hits and its millionaire superstars, her world-class cricketers and her colourful politicians. The calendar captured this spirit by commemorating each day of the year through a stamp, bringing alive the vibrant, multifaceted nation that is India.

* The result: 100 copies of this limited edition calendar were distributed to top corporate houses, diplomats, ministries and other major stakeholders. It was well-appreciated and a word-of-mouth communication led to a flood of requests for the calendar. India Post ran another print run of a 100 copies to accommodate the demand. With a small budget, the department of posts was able to enhance its image considerably among its key stakeholders. The calendar also got a lot of international acclaim: It has been selected by the One Show, D&AD, and Clio. It also picked up national awards in India.


Blending beautifully

The campaign: Bajaj Hand Blenders?Pleasure of Mixing

The award: Radio Silver Lion

The agency: Leo Burnett India

The client: Bajaj Electricals

* The brief: The task was explain the product benefits of the hand blender to listeners.

* The execution: One of the easiest way to do it was mix music. However the agency wanted to do something innovative.

One of the key insights was the fact that people keep switching channels. And this was used in the winning campaign as well.

* The result: No quantitative figures are available. But the client now wants to take the campaign forward and is planning to create a campaign that will mix different genres of music.

* Agency take: ?The challenge was to get the media partners excited. Because without the support of the radio channels it was impossible to pull this off and then Lintas Media helped us get this idea implemented,? said KV Sridhar, national creative director, Leo Burnett.