June 21, 2013

Bhupal Ramnathkar- From Cannes

“Before I left for Cannes this year, I presumed that Japanese work would be the best. Their designs are incredible and they submit a lot of entries. But now my favorite country at Cannes Lions is India. We have 19 shortlists and 12 metals in Design Lions,” says Bhupal Ramnathkar, chairman and founder, Umbrella Design and jury member for this year’s Cannes Lions (Design category) from Cannes. Last year, there were eight shortlists from India.

thumbnail_image_20121127163236India has scooped two Gold Lions, two Silver Lions and eight Bronze Lions this year. Taproot has won a Gold is for Farmers’ Suicide campaign for Bennett Colman & Co. O&M has got a Gold is for its Day Light work for Philips Electronics India and a silver for Alley and Gorge for the same campaign. It has also won a Silver for Ogilvy Persian & Urdu and Bronze for Animal Trees for WWF India and Save Calligraphy for Qalamkari Creative Calligraphy Trust. McCann got its Bronzes for  Author Headphones ad Oscar Wilde for Penguin Group India. BBDO won two Bronze Lions for Stick It Art  for Haiyya in two different categories. TBWA got a Bronze too for Wall Cricket creative for Adidas India. Leo Burnett won a Bronze for Good Paper Project for Cotex Bio-farm.

farmer poster 04 40x60


“In terms of the proportion of sending entries (low) and tally (high), we have done exceedingly well this year. This is the first time we have so many Indian winners in Design category and I feel proud to be a judge this year,” says an elated Ramnathkar.


cannes lions design jury

(Cannes Lions Design Jury- Picture Courtesy: Bhupal Ramnathkar)

The overall quality of entries, Ramnathkar says, is excellent too. “A lot more work is digital (digital experiential and 3D). I have a lot of favorites this year but my most favorite is the Grand Prix winner The Selfscan Report for Auchun (Germany), created by Serviceplan Munich. It is a simple and a great idea.” title=”cannes lions design jury” rel=”lightbox3302″ Another one of his favorite is Absolut Unique packaging created by Family Business, Stockholm. “It must have been difficult to get that kind of packaging approved by the client. All the entries this year are small scale but great ideas,” he says.

Absolut Vodka

Talking specifically about India, he feels that this year will boost India’s confidence in the design category and next year, we will see many more entries. “Earlier only advertising agencies were participating in Cannes Lions, but this will completely change now. Also, when you win more, you end up sending more entries next year. This is how it happened even in the case of print entries earlier.”

He feels that design as a medium itself has changed a lot in India. “India will now wake up to the power of design. There is much more meaningful design now; design that can bring about social awareness.” His advice to the Indian design community is– Design should be very simple. He also feels that Indians should take more efforts in terms of presentation while sending the entries. “The work is good but it is not presented as well as the work from other countries.”

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