India Y U NO win Cyber lion at Cannes?Great news for all the marketers, India now has 10.2 % Internet penetration, which m...
http://www.youtube.com/watch?v=6fK3TNjR2JYThe audience of today needs much more than just attention; it requires an unders...
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India y u no win cyber lion at cannes?

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Great news for all the marketers, India now has 10.2 % Internet penetration, which makes 121 million users as of December 2011. Out of which 45 million are Facebook users and it’s only going to get higher! We are a land of great marketers who sell everything possible under the sun be it religious beliefs, caste, people or ideologies and not to forget, we can bargain God as well !!

then the big question is…why can’t we get shortlisted in Cannes Cyber lions? Forget about wining it! Cannes Cyber lions honors excellence in online digital communications and is considered as the Oscars of creativity in communications and marketing.

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  • I too have similar point of view while making a list of cyber entries since last 2 years.
    http://www.fundubytes.com/cannes-2012-cyber-lions-entries-from-india/
    http://www.fundubytes.com/cannes-cyber-lions-2011-entries-from-india/
    and later updating it- no shortlists.
       Reply 
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India y u no win cyber lion at cannes?

  1. 1. India Y U NO win Cyber lion at Cannes?Great news for all the marketers, India now has 10.2 % Internet penetration, which makes 121 million users as ofDecember 2011. Out of which 45 million are Facebook users and it’s only going to get higher! We are a land ofgreat marketers who sell everything possible under the sun be it religious beliefs, caste, people or ideologies andnot to forget, we can bargain God as well !!Hence, marketing products and brands online, which is the most cost effective and an efficient medium, must bean easy thing to do right??? So if it is… then the big question is…why can’t we get shortlisted in Cannes Cyberlions? Forget about wining it! Cannes Cyber lions honors excellence in online digital communications and isconsidered as the Oscars of creativity in communications and marketing.Few learning’s have been observed after analyzing all the campaigns, talking to several people in the field andthrough experiences. The first highlight being, that we love to work in silos. Taking an example from a famousBollywood film, as Sanjay dutt aptly puts it in Munna bhai MBBS “Apun ko full toos doctor bane ka hai, specialistnahi. Ki gale ke doctor ko malum nahi, ke ghutne mein kya chal rahan hai.” Digital marketers in India have thesame mindset. They don’t know or don’t want to acknowledge what the brand is doing on other mediums. Itseldom happens that digital marketers have a say in the field of marketing on other mediums. The marketingcampaign is mostly driven by traditional mediums and is rarely the other way around. Also, many a times, digitalmarketers do not want to understand the brand. So caught up are they with the working of online technology, thatthe knowledge of the medium is sufficient enough. But in reality it’s not only about knowing and integrating themediums, but about understanding the customer; the brand; what it stands for and its values. As Brian Solis says“Social Media is about sociology and psychology more than technology.” …Wise words.For example let’s see this year’s Grand prix winning campaign, Curators of Sweden. (Curators of Sweden) Whereevery week someone in Sweden becomes the voice of the country and handles the country’s twitter account. Thiswas a very simple but a brave idea and the people handling the brand were from diverse backgrounds like writer,priest, teacher and a lesbian trucker. They also did not block a blogger after she made anti-Semitic remarks. This, inthe true sense, was an idea for the people and by the people. Can we imagine something like this happening inIndia?Digital technology offers us unprecedented opportunities and we as marketers know that, do we fully utilize it orare we taking it for granted? “The value of great idea hasn’t changed; only the opportunity to exploit it has. Let’sjust remember that what this provides is simply speed and access. In other words, I can get more of what I wantmore easily”- Sir John Hegarty. Let’s look at another brilliant example of Old spice response campaign-(Old SpiceResponses Case Study). This one is my favorite, owing to the way it uses the medium so beautifully and has aconversation with the audience. They made 186 response videos to the questions asked by fans and celebrities.Also, a lot of us complain that we are helpless because the client does not allow us to do anything or the clientdoes not simply understand the idea. The client likes to play it safe or the client has no budget for a good digitalplan. Remember, “There are no bad clients. There are only bad agencies”- as quoted by Amir Kassaei (ChiefCreative Officer DDB Worldwide).You might like to see few other good campaigns -http://www.youtube.com/watch?v=XNic4wf8AYg - Husain Zaidi
  2. 2. http://www.youtube.com/watch?v=6fK3TNjR2JYThe audience of today needs much more than just attention; it requires an understanding of what motivates themto click, act, and share.Signing off on this note, with a hope that we get our hands on a Cyber lion very soon…- Anish Sarai - Husain Zaidi

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