Cannes 2013: One Indian winner in Direct Lions

DDB Mudra, Mumbai, wins bronze Lion for its 'Help Desk' campaign for Aarambh NGO.

After three wins in PR Lions, India managed to get only one winner in the Direct Lions category.

DDB Mudra, Mumbai, bagged a Bronze Lion for its campaign for Navi Mumbai-based NGO Aarambh. Titled 'Help Desk'; the campaign revolves around the NGO's effort to provide proper writing desks and school bags for underprivileged children in urban slums and rural areas.

There were 61 winners in total. The Grand Prix was won by McCann Melbourne for its 'Dumb Ways To Die' campaign for Metro Trains.

Speaking about the winners and category in itself, Mark Tutssel, jury president and worldwide chief creative, Leo Burnett, says, "People today demand direct reward from communication and expect instant gratification. The Direct Lions category has also evolved." He adds that today's currency is communication centered on human interest, which leads to conversation and makes people act.

Hence, the jury's quest was to find ideas that set a benchmark for the category. "I believe, ideas we produce today, have to create value and connect with people in new ways," he states.

DDB Mudra's entry was shortlisted under the Charities sub category, along with two others – both by Leo Burnett, Mumbai. The campaign was also shortlisted in the Promo & Activation Lions category but didn't land a Lion there.

While India sent 79 entries this year, only three were shortlisted. The total number of shortlisted entries to the category was 247.