What does the Indian advertising industry have in store for Cannes Lions 2022?

The world’s largest advertising festival, Cannes Lions Festival of Creativity Lions is back with the physical Cannes Lions awards after a two-year hiatus. The awards will be announced June 20-24, 2022 at the Palais des Festivals et des Congrès in Cannes, France.

India’s advertising industry seems to be very optimistic about the country’s performance at the Cannes Lions this year and sent in 921 entries, up 32% from the 699 entries for Cannes Lions last season.

Awards have been suspended in 2020 due to the global pandemic. In 2019, India sent 1,053 Cannes Lions entries. However, admissions in 2022 are still 12.5% ​​below 2019 levels.

So far, the Cannes Lions Festival has announced the shortlists in the categories Glass, Titanium, Outdoors, Health & Wellness, Pharma, Print & Publishing and Radio & Audio, Product Innovation.

Of these, India secured 17 shortlists in total.

Densu Webchutney is currently leading the shortlist tally, with eight shortlists up his sleeve. It is the only Indian agency to have secured shortlists for “The unfiltered history tour” for Vice Media in the India Radio and Audio category, in which India had sent 17 entries. The agency also picked up a single shortlist for the same campaign in the Titanium category.

VMLY&R ranks second among shortlisted entries with four shortlists. The agency secured a shortlist for Unipads’ “Adeli” campaign in the Glass category. The agency also picked up one shortlist for the Maxx Flash “The Killer Pack” campaign and the other for the “Adeli” campaign in the Health and Wellness category. The work of the agency “The Killer Pack” was also shortlisted in the Product Innovation category.

BBDO India has selected a shortlist for the “See Equal #ShareTheLoad (Integrated)” campaign created for P&G India’s Ariel in the Glass category.

Ogilvy India’s ‘Shahrukh Khan – My ad’ campaign for Cadbury Celebrations has been shortlisted in the Titanium category.

Leo Burnett earned two shortlists for the “Missing Chapter” campaign created for P&G Whisper in the Health & Wellness category.

DDB Mudra was also shortlisted for Battlegrounds Mobile India’s “Machine-gun Mouth” campaign in the Health and Wellness category.

In total, the Cannes Lions Awards received a total of 25,464 entries from 87 countries this year, down around 18% from the festival held physically in 2019 before the pandemic.

The festival had 30,953 admissions in 2019, 32,372 in 2018 and 41,170 in 2017.

India sent 92 entries, which is its maximum, in the Health and Wellness category. Following this, 90 entries were made in the Direct category. For the cinema, 81 applications were sent. 72 entries were submitted for the Media category. Meanwhile, for the Brand Experience & Activation category, a total of 71 entries were submitted. 59 applications were sent for the Social & Influencer category. For the Outdoor category, 56 registrations were sent in total. 46 entries were sent in the PR category.

Additionally, 37 entries were sent for the Design category and 36 for Film Craft, while 29 entries for Creative Strategy. 28 entries were submitted for the Sustainable Development Goals category, 22 entries for Printing and Publishing, while for Entertainment Lions for Sports and Creative Effectiveness, 20 entries were submitted for each category. For the Mobile category 19 registrations were sent. 17 entries were sent for Radio & Audio and 16 for Glass: The Lion for Change category and Digital Craft. 14 for Creative Commerce, 13 for Industry Craft, 12 for Creative Data and 11 for Titanium.

For the Entertainment and Creative B2B categories, 9 applications were sent for each. 8 applications were sent for the Creative Business Transformation category. 7 entries each for Entertainment Lions for Music and Pharma and 4 entries were sent in the Innovation category.

Six Indians, including Divya Karani, Sameer Satpathy, Sanchita Roy, Geet Rathi, Rufina FR and Kainaz Karmakar, are part of the world jury of Cannes Lions 2022.

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Charles P. Patton