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Cannes Lions 2012: McCann takes home India’s first Gold
MUMBAI: McCann Erickson takes home India’s first gold at Cannes Lion 2012, holding high the trophy for its Western Union Money Transfer campaign.
The agency’s win after a long gap at Cannes comes in the Outdoor category.
McCann’s was the solo win in a category where India enjoyed 22 shortlisted entries.
McCann’s win was expected as it converted a static into an interactive medium, communicating images of Abraham Lincoln to Gandhi and Queen Elizabeth II on a billboard that represented the change from Dollar or Pound to Rupee and demonstrated the strength of Western Union in transferring the money of Indians working overseas to their folks in India.
The Outdoor category had two Grand Prix winners this year. Ogilvy Shanghai won for the Coke poster, created by 19-year-old artist Jonathan Mak. The campaign used the traditional media, showing the Coca-Cola logo as the bootle of drink passed on to a couple of hands.
The other Grand Prix victor was the Mercedes Benz campaign that used technology by showing the invisible car from Germany. LED tiles covered the car to make it appear invisible. The basic communication was to stress on the zero emission proposition of the car.
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Ganesh Chana Sattu ropes in Ravindra Jadeja for new campaign
Cricketing all-rounder fronts ‘unnatural energy’ push for high-protein roasted gram flour drink.
MUMBAI: Ganesh Chana Sattu has just bowled a natural Yorker that feels positively superhuman and Ravindra Jadeja is the man delivering it. The nutrient-rich, high-protein roasted gram flour brand has launched a fresh campaign featuring the Indian cricketing legend. Conceptualised by TBWA\ Lintas, the campaign playfully explores how something truly natural can unlock extraordinary energy, using extreme visual exaggeration and Jadeja’s larger-than-life athleticism to show the power of sattu in action.
Rather than relying on dramatic storytelling, the film celebrates sattu as an age-old, completely natural ingredient that delivers performance so effective it borders on the unbelievable. It positions the drink as a refreshing, cool fuel for the body perfect for a generation seeking honest, high-protein nutrition without the hype.
Ganesh Consumer Products Limited director Devansh Mimani said, “Sattu has always been valued for its nutritional goodness. With this campaign, we wanted to showcase that energy in an engaging way. Ravindra Jadeja’s personality and athleticism helped us bring alive the idea that a natural drink can power seemingly unbelievable energy.”
TBWA\ Lintas unit creative director Tritirtha Chatterjee added, “The thought was to position Ganesh Sattu as a refreshing, cool drink that naturally powers the body. Ravindra Jadeja was the perfect fit to bring this idea alive. As an all-rounder, his game demands constant energy across batting, bowling and fielding.”
The campaign is now live across TV, digital platforms and social media channels, aiming to boost both brand awareness and product consideration among consumers looking for natural, high-protein alternatives.
In a category full of flashy promises, Ganesh Chana Sattu is quietly reminding everyone that sometimes the most powerful fuel comes from the simplest, most honest ingredients. With Jadeja on board, the brand has found the perfect all-rounder to prove that real energy doesn’t need artificial boosts, it just needs the right sattu.
