Cannes Lions 2021: India bags one Silver Lion and three Bronze Lions on Day 4

• Cannes Lions today announced the Radio & Audio Lions and Mobile Lions, the Creative Business Transformation Lions, Creative eCommerce Lions, Brand Experience & Activation Lions, and Creative Effectiveness Lions, Innovation Lions, and the Young Lions Marketers Award.
• FCB Interface wins another Bronze Lion for 'The Punishing Signal’ campaign in Brand Experience & Activation category.
• Dentsu Webchutney picks two more metals on Day 4, bringing its tally to 7.

It is Day 4 of Cannes Lions 2021 and India has picked up four metals out of 21 shortlists across five categories.

FCB Interface has added yet another Lion to its laurel as it won one more Bronze for 'The Punishing Signal’ campaign in Brand Experience & Activation category under sub-category Not-for-Profit/Charity/Government. So far, FCB India and the Mumbai police’s campaign has won seven metals including one Gold, three Silver, and two Bronze Lions under Health & Wellness, PR, Outdoor and Brand & Activation Lions.

Speaking on the win, Robby Mathew, Vice Chairman & CCO, FCB Interface, said, “Absolutely delighted. I really wish we had entered it in more categories.”

Dentsu Webchutney also continues its winning spree on Day 4 by adding another Bronze and Silver to its metal tally. The digital agency has won a Bronze Lion for Swiggy Instamart’s ‘The Better Half Recipes’ campaign under the Creative eCommerce (cultural insight) category.

Dentsu Webchutney’s most awarded campaign at this year’s fest so far, The 8-bit journo also picked another metal in the form of Bronze under Mobile Lions category for Mobile-led Creativity.

Elated with the victory, Gautam Reghunath, CEO, Dentsu Webchutney welcomed another Lion to his den at Dentsu Webchutney. He said, “It’s right about now, the middle of Cannes Lions week, where it usually gets exciting for us at Webchutney. That’s because the categories up for awards during that time, and those that we’ve been lucky to win in recently reaffirms our point of view on where creativity is headed. The kind of work that has won in digital craft, creative e-commerce, mobile, social & influencer are true to the style of creativity that we want to champion and we’re so happy to be in such excellent company this year. And also the company of all the other wonderful Indian work that’s won from FCB, DDB, Ogilvy and others.”

As of today, both Dentsu Webchutney and FCB India are in the lead with 7 metals.

On the other hand, Cheil India has picked its first Silver Lion of this year’s fest for Samsung’s ‘Now, Words Aren't Just Heard’ campaign under Mobile Technology category for Innovative Use of Technology.

Since the invention of Braille in 1824, there has not been much progress in the way in which the deafblind can communicate. As they suffer from impairment of sight and hearing it becomes nearly impossible for them to reach out to the world. While communication technology has progressed leaps and bounds from text and speech to images and video chats, it has been in stasis for the deafblind.

Samsung Good Vibes and Cheil India came with a unique solution to this problem by launching a smartphone app that opens up the world of the deafblind and helps them communicate like never before. The app comes with two interfaces: a deafblind person can send a message from the app by tapping on the screen using Morse Code—where all letters of the English alphabet are combinations of dots and dashes.

On bagging the silver, Emmanuel Upputuru, CCO – Cheil India said, "Samsung Good Vibes- Now words are not just heard but felt is an innovative initiative to raise awareness of a problem that is often not seen or heard. It is a campaign that is now bringing inclusivity to over 500,000 people who have been disregarded by modern social media technologies.

It is extremely humbling to be considered, much less to win the prestigious Cannes Silver in Mobile/ Innovative use of Technology category. We are grateful to be recognised for this innovative, adaptive and evolving two-way communication experience for the deafblind. The win reinstates our belief in company’s ethos of creativity inspired by technology. We hope to continue bringing such innovative work that will help the society as a whole. Keeping our fingers crossed for other categories.”

There were no shortlists in the Radio & Audio, Creative Business Transformation, Creative Effectiveness and Innovation Lions categories from our country.