Cannes Lions: Rediffusion wins Bronze in Radio Lions

Rahul Kapoor - Televisionpoint.com | Cannes
The Vandana radio spot for the American Indian Foundation, a Delhi based NGO, for which Rediffusion - Y&R had done a proactive work, won a Bronze at the Radio Lions this year at the Cannes Lions International Advertising Festival. This was the sole win for India in this category.

The Vandana radio spot was also shortlisted in the Direct Lions category, but it failed to win any metals. The radio spot urges people to contribute for the education of underprivileged children. In the radio spot, a voiceover artiste helps an illiterate girl child to read the message urging people to contribute.

The jury president, Matthew Bull, chief creative officer, Lowe Worldwide, says, "It is alarmingly beautifully done. There are many public service campaigns which are successful in provoking thought. However, there a few which actually urge you to contribute, and this is a must for the any public service campaign. The Vandana radio spot fulfils this criterion."

Apart from this radio spot, there were three other nominations from India – Bruce Lee's Death for Stedfast by Publicis India; Old Man for Virgin Mobile by Bates 141; and Bush for the Islamic Research Foundation by DDB Mudra.

The Virgin spot promotes its service of getting paid for incoming calls. It traces the common problem today, where the young generation avoids the older one, but thanks to Virgin's service, a son asks for more 'gyan' (preaching) from his old father.

The Bush radio spot was a mixture of words from the actual speeches of George W Bush, which were clipped together in a manner such that its perceived meaning was something contrary to its intended meaning. This highlights the misinterpretation of Islam and its wrongful use by terrorists.

This year, only one Gold and one Grand Prix were awarded in this category. The Grand Prix was awarded to a campaign for Virgin Atlantic Airline by Network BBDO, Johannesburg and the Gold was awarded to the National Thoroughbred campaign, a horse racing event by Devito/Verdi, Johannesburg.