It was all about collaboration, says Josy Paul

Written by fe Bureaus | Updated: Jun 30 2010, 02:33am hrs
This the first Cannes Lions award for BBDO India. How does it feel

It the first time we entered an international award show since we began two years ago. We are thrilled to win on real transformational work for a big brand like Gillette.

Did you expect to win in the PR category

You cant play tennis with your eyes on the scoreboard. We didnt start by saying lets win at Cannes. We just enjoyed creating the idea of Women Against Lazy Stubble. It helped us grow our relationship with our client and their partners. We were excited when we managed to scale the idea to national proportions. We were happy with the record breaking market results. The Cannes PR award is the icing! It is an acknowledgment and a blessing. We have always seen ourselves as a non-traditional agency that creates new news for brands!

What does this success mean to BBDO India

It means we are doing something right! When we started out we wanted to be seen as an agency that creates acts, not ads. We believe in action oriented ideas that involve people and get them to participate in the idea. The idea of starting a womens movement to get men to shave was made up of all these things. It gives us a lot of hope and energy. We felt that the idea had the power to start a movement. We hoped it would gather its own following. It was fantastic when it began to grow organically with a life of its own.

What are the learnings from this campaign

You cant do this alone. It was all about collaboration. We were part of a larger team led by a brave and visionary client. Many partners came together to grow and execute the idea. These include the people at Mediacom, Weber Shandwick, Encompass and GRIPS. We are here because of them.