Mumbai: The Indian contingent continued its dominant run on day three of Cannes Lions, doubling its tally of 10 metals across 6 categories in one of its best performances at the event.

The latest 10-metal tally includes one Grand Prix, two Gold Lions, five Silver Lions, and two Bronze Lions across Brand Experience & Activation, Creative Business Transformation, Creative Commerce, Innovation, Mobile, and Creative Effectiveness Lions.

Meanwhile, Dentsu Creative created history by winning its second Grand Prix this year in the Brand Experience and Activations category for Vice Media’s ‘The Unfiltered History Tour’ campaign.

Additionally, India scored 50 more shortlists, taking its total shortlists tally to a stunning 107.

Here’s the breakdown of the day three’s wins under various categories:

Brand Experience & Activation

The leading campaign of the year from India, ‘The Unfiltered Selfie’ won a Grand Prix (use of mobile devices) and one Silver Lion (new realities & voice activation). The campaign created by Dentsu Creative for Vice Media now has two Grand Prix, one Gold, two Silver, and two Bronze Lions in its kitty and around 24 shortlists thus far.

Dentsu Creative group chief creative officer India Ajay Gahlaut exulted at the agency’s performance, “Today, we have made history with another tremendous victory. A Grand Prix and Silver!! Kudos to the entire team for the massive win. I am enthralled with the mark ‘The Unfiltered History Tour’ campaign and everyone behind it has left. My heartiest congratulations to all of them. It's time to celebrate while we wait to increase the number of our wins.”

Dentsu Creative CEO India Amit Wadhwa said, “It is our third day at Cannes and we are on top of the world to win yet another Grand Prix and Silver Lion. It is indeed blissful to take back two Grand Prix in addition to the many metals. It has been a mind-blowing experience so far. While we party harder for this one, I am in awe of the level of global creativity and innovation displayed at the festival. We are totally looking forward to witnessing more innovation ahead and expecting many more wins, fingers crossed!”

‘The Nominate Me Selfie’ campaign created by FCB for Political Shakti - a non-partisan women's collective passionate about female leaders in politics, that appeared in The Times of India won a Silver in the category under Use of Mobile & Devices Section.

The second Silver in the category was won by the ‘Shah Rukh Khan - My Ad’ campaign created by Ogilvy for Cadbury Celebrations under Tech-led Brand Experience subcategory.

Creative Business Transformation

The ‘Smart Fill’ initiative of Unilever, conceptualised by VMLY&R Commerce won a Silver Lion under the Brand Purpose & Impact subcategory.

Creative Commerce Winners

‘Smart Fill’ also won a Gold Metal in Creative Commerce Lions under the Sustainable Commerce subcategory.

Reacting to the wins, VMLY&R Commerce executive creative director Arpan Jain said, “There are ideas and there are awards, but there are only a few pieces of work that have a purpose at the heart of consumer experience and actually have the power to change the world. I'm happy to see Smart Fill being recognized as one such piece of amazing work.”

A Gold came for McCann for its ‘Shagun Ka Lifafa’ campaign created for Ujjivan Small Finance Bank under the subcategory of Social Behaviour and Cultural Insight.

Innovation

VMLY&R Mumbai’s winning campaign ‘The Killer Pack’ secured a Silver Lion in Innovation (product innovation) category.

Mobile

The only win in the category came for Vice Media’s ‘The Unfiltered History Tour’ created by Dentsu Creative, scoring a Silver Lion under the Mobile-led Creativity subcategory.

Creative Effectiveness

‘Project Free Period’ an initiative by P&G’s Stayfree sanitary pads, conceptualised and executed by DDB Mudra picked a Bronze Lion under the Creative Effectiveness for Good subcategory.

Shortlists

13 shortlists were garnered by ‘Chatpat’, a ten-year-old brand ambassador for SOS Children’s Villages of India NGO and its campaign ‘No Child Alone’. The campaign got three shortlists in Direct (not-for-profit/charity/government, use of social platforms, breakthrough on a budget), three in Media (not-for-profit/charity/government, use of stunts, use of social platforms), three in PR (content creation & production, innovative use of influencers, breakthrough on a budget), and four in Social & Influencer (not-for-profit/charity/government, innovative use of influencers, social film series, breakthrough on a budget).

‘Unbox Me’ campaign for Unaids by  FCB India and FCB Chicago got six shortlists, including three in PR (innovative use of influencers, cultural insight, social engagement) and three in Social & Influencers (not-for-profit/charity/government, social purpose, cultural insight).

The Cadbury Celebrations’ ‘Shah Rukh Khan - My Ad’ campaign created by Ogilvy, Political Shakti + The Times of India’s ‘The Nominate Me Selfie’ by FCB, and Vice Media’s ‘The Unfiltered History’ also scored six shortlists each.

Further, the ‘Adeli’ campaign created by VMLY&R for Unipads got three shortlists. The campaign got shortlisted in PR Lions (corporate purpose & social responsibility, use of events & stunts, social behaviour).

BBDO India’s ‘See Equal #ShareTheLoad (Integrated)’ campaign for P&G’s Ariel also got three shortlists – one in Media (corporate purpose & social responsibility) and two in PR (single market campaign, consumer goods).

The agency got another shortlist in Media Lions (use of ambient media: small scale) for the same brand’s ‘Name Change Pack #ShareTheLoad’ campaign.” These special packs were customised with some of the most common Indian male names instead of the brand name.

Ogilvy got two shortlists for the ‘Perk Disclaimers’ campaign that asked people who tend to take offence quickly, to ‘take it light’. The shortlists came in Media Lions (food & drink, use of social platforms).

Another shortlist for Ogivy came for Cadbury 5 Stars ‘NothingCoin’ in PR Lions (use of technology).

McCann’s ‘Shagun Ka Lifafa’ campaign created for Ujjivan Small Finance Bank got another shortlist in Direct Lions (social behaviour).

Mindshare’s ‘Bringing Back Colours In the Lives of Weavers’ created for Sunlight Detergent secured one shortlist in Media (local brands) Lions.