Cannes 2006: Shortlist announced; O&M, McCann lead Indian challenge, Madison in race for Media Lions; JWT Chennai wins Promo Lion

Day one of the International Advertising Festival at Cannes has good news for Indian agencies, who have got 57 shortlists in all. Adding to the joy is the news that JWT Chennai has bagged a Promo Lion in the first edition. The first set of shortlists was announced on June 19, 2006. O&M and McCann lead the Indian charge with 10 shortlists each, while Madison has scored two more than Mindshare to emerge as the top Indian contender in the Media Lions shortlist.

Earlier, speaking to exchange4media from Cannes, JWT, Mumbai’s Senthil Kumar had said, “The Kurkure work from our Chennai office holds a lot of promise. We are keeping our fingers crossed for the results of the Promo Lions tonight. Levi’s, of course, has been doing well and we are hopeful of that too winning metal.” He was proved right.

The Promo Lions category has been introduced this year at the Cannes festival. JWT (Chennai) is the sole agency to represent India in this category with its entry for Kurkure Spicy Snack.

Shortlists in the Press, Outdoor, Lions Direct, Media Lions, Radio Lions and Promo Lions competitions have been declared on Monday. Results of some of the categories, besides the Promo Lions, are expected late at night (Cannes local time).

In all, 598 entries have been shortlisted in Press; 508 in Outdoor; 165 in Lions Direct; 176 in Media Lions; 174 in Radio Lions and 96 in Promo Lions.

Of these, in Press, 24 Indian entries have made it to the shortlist with O&M and JWT managing six entries each. McCann, Ambience Publicis and Grey India followed with three shortlists each. Leo Burnett and Contract got two and one shortlist, respectively, in this section. Press attracted the second largest number of Indian entries this year – 244.

In Outdoor, where India had 275 entries, 22 entries found place in the first shortlist. McCann got the maximum entries (seven), while O&M came in second with four entries. Mudra, Contract and Rediffusion DY&R bagged two entries each, while Vyas Gianneti Creative, Ambience Publicis, Lowe (Chennai), AdFactors and Everest Brand Solutions managed one entry each.

Six Indian entries found place in the shortlist for Media Lions. Madison Communications dominated with three entries, while Mindshare, Mudra DDB and Leo Burnett managed one entry each.

Rediffusion DY&R and Contract were the sole agencies to have found their entries in the shortlist for Direct Lions. While Rediffusion DY&R bagged two shortlists, Contract had to be satisfied with one.

The shortlist for Radio Lions had only one Indian entry in the form of Rediffusion DY&R’s work for Chevrolet Tavera.

O&M and McCann have dominated Press and Outdoor this year with 10 entries each collectively for the two sections. JWT’s work for Levi’s Slim Jeans rocked (as usual) – keeping hopes high.

Represented in all the categories, the break-up of Indian entries reads: 275 in Outdoor, 244 in Press, 66 in Film, 31 in Cyber Lions, 53 in Media Lions, 47 in Lions Direct, five in Radio, 16 in the new Promo Lions competition, and one entry for the Titanium Lions.

Also See: Cannes Lions 2006: 738 Indian entries in the fray; account for Rs 2 crore in entry fees