Cannes Lions 2011: Lodestar UM strikes Gold in Media Lions

India’s first Gold metal at Cannes Lions 2011 was won by Lodestar UM for their entry ‘The world's first newspaper on 100% recycled newsprint’ for Garnier under the Media Lions category. Maxus Mumbai  added  a Silver to the Indian tally in the same category for their entry ‘We Mixed India!’ for Tata Sky.

The world's first newspaper on 100% recycled newsprint

The agency convinced The Times of India to use recycled paper for publishing the newspaper on World Environment day. A 45-day campaign from World Earth Day to World Environment Day was built around the topic, seeking to generate ideas to help build a greener planet. For every idea received, Garnier bought 10 kg of used newspaper. And on June 5 - World Environment Day – The Times of India reused and recycled old newspapers to create an entirely 100% recycled newspaper.

Title: The world's first newspaper on 100% recycled newsprint
Client: Garnier
Agency: Lodestar UM
Chief executive officer: Shashi Sinha
Chief operations officer: Nandini Dias
General manager: Sujata Pawar
Media controller: Rajeshwari Narayanan
Business head of brand experience: Dhruv Jha
Account executive Nikita Khambe
Associate vice president: Meghna Godkhindi, Interactive Universal and Ashish Bhushan, The Times Of India
Chief manager: Aniruddha Hajare, The Times Of India
Deputy chief manager, Sohini Bose, The Times Of India
Deputy manager: Dimple Agarwal, The Times Of India
Assistant manager: Rahul Porwal, The Times Of India    

We Mixed India!

In the middle of live content of a language channel, the agency aired content with a different language. Viewers did not understand the new language and were caught by surprise. For example, a Western Indian language channel aired Eastern Indian language content during live programming. It was followed up with a message reminding viewers not to pay for channels that they don’t watch. A message to switch to TATA SKY DTH followed. Post this, the regular live programming resumed. 12 leading language channels created 42 similar situations of language change.

 Title: We Mixed India!
Client: Tata Sky
Agency: Maxus Mumbai, India
Managing director: Ajit Varghese
Managing partner: Kartik Sharma
Client leader: Rajendra Dwivedi
Business director: Anish Appukuttan
Business manager: Vikash Modi
Business executive: Ramya Akhileshwar
Client leader: Pratik Rathod
Business manager: Tauseef Unea
Group head: Pascual Monteiro
Business director: Anne Velankar