MAM
Cannes Lions 2014: India adds 8 more Lions to its kitty
MUMBAI: Looks like Indian digital work is leaving a good mark at global platforms. At Cannes Lions 2014, JWT’s work for Nike India won a Silver Lion along with two Bronze Lions in the Cyber category. The campaign titled ‘Make every yard count’ was a digital film created by the agency that was then splashed across social media platforms.
The agency crowd sourced 225,001 images of cricket enthusiasts out of which 1,440 were used in the film. Athletes were invited, via social media and Nike Cricket’s official website. Around 108 travel photographers went around playgrounds, streets, gullies and cricket pitches across the country.
An interesting soundtrack was composed using chants, breaths, appeals, screams and sledges that one usually hears during a cricket match. The video received over 2.5 million impressions during the online campaign period.
In the same category, O&M India’s work for Akansha Foundation bagged a Bronze Lion. Three Grand Prix were awarded in the category, Iconoclast Paris, Forsman & Bodenfors Gothenburg and Creative Artists Agency-Los Angeles won for ‘Pharrell Williams – 24 hours of happy’ campaign, ‘Live Test Series’ for Volvo Trucks and ‘The Scarecrow’ for Chipotle Mexican Grill.
Under the Design Lions, O&M’s Cleft to smile campaign for Operation Smile India bagged a Gold Lion. The campaign that aimed to spread awareness around issue of cleft using Twitter as a platform. In all, over 20,000 tweets were received with the support of celebrities on the platform. According to the agency the campaign reach was 30 million. The symbol :{to:) that stands for cleft or ‘:{‘ to smile or ‘:)’ became the world’s most tweeted logo.
|
|
McCann’s campaign for Perfetti Vans Melle fetched a Bronze Lion in the same category. The entries submitted for this campaign are titled as ‘Mango’, ‘Pear’ and ‘Tangerine’.
The Grand Prix went to Adam&EveDDB London for its campaign for Harvey Nichols.
Grey Worldwide India won a Gold Lion in Press lions for its campaign for P&G’s Duracell Batteries. The agency submitted three entries ‘Choo-choo’, ‘Remote Control’ and ‘Camera’ under this category.
JWT received a Bronze Lion for its Press campaign for Godrej Security Solutions; the three entries submitted in this category were ‘House’, ‘Antique Store’ and ‘Music Store’.
It can be noted that a total of 95 Press Lions, 68 Design Lions and 145 Cyber Lions were given away. However, no Indian entry picked up any award in Radio Lions.
MAM
Boost Milkshake launches ‘The New Secret of Mahi Energy’ campaign with MS Dhoni
VML India crafts energetic tribute linking cricketing icon’s legacy to Gen Z fans.
MUMBAI: Boost Milkshake has found a fresh way to charge up its brand by plugging straight into the unbeatable energy of Mahendra Singh Dhoni and his millions of passionate fans. VML India has created an electrifying new campaign for Boost Milkshake titled ‘The New Secret of Mahi Energy’. The multi-channel, social-first campaign celebrates Dhoni’s enduring legacy of excellence, resilience, and drive, while cleverly positioning the ready-to-drink milkshake as the secret fuel behind “Thala’s” iconic Number 7 energy.
Designed specifically for Gen Z’s digital habits and love for authentic, shareable experiences, the month-long campaign blends cultural insight with high-impact creative execution. It features captivating out-of-home activations in Mumbai, Chennai and Guwahati, along with strong social-first initiatives amplified by authentic Dhoni fan pages and influencers, including superfan Saravanan Hari.
VML India managing partner for North Jaibeer Ahmad said, “Boost has always stood for the energy that fuels belief. Today, energy is not just physical, it’s emotional, collective, and contagious. Boost Milkshake taps into this new-age energy, fuelling the passion of a billion fans who power every moment of greatness.”
VML India, senior VP and executive creative directors Nakul Sharma and Tirtha Ghosh added, “MS Dhoni isn’t just a player in India, he’s a phenomenon. We turned fandom from a passive emotion into an active source of energy. The same energy that powers Mahi also lives within his fans.”
Hindustan Unilever Limited (HUL) head of brand building for lifestyle nutrition Shailee Chatrath Tyagi noted, “Boost is the OG of cricket culture. With the national launch of Boost Milkshake in ready-to-drink format, ‘The New Secret of Mahi Energy’ is a befitting tribute to the eternal equation of Mahi and his million fans.”
Timed perfectly with the ongoing IPL season, the campaign reinforces Boost Milkshake’s connection with a new generation while celebrating Dhoni’s legendary status as he once again dons the iconic Number 7 jersey.
In a country where cricket runs on emotion as much as skill, Boost has smartly shifted the narrative, the real secret of Mahi’s energy isn’t just inside the champion, it’s also inside the millions of fans cheering him on. And now, there’s a tasty milkshake to power that collective belief.
