It’s an ad which has a foot-tapping score, which slowly envelopes you and then gets you into the groove. The Times of India ‘A Day in the Life of Chennai’ ad followed a similar trajectory at Cannes 2009 as well.
The first screening in front of the films jury elicited an enthusiastic response and even as they put it through a rigourous scan, its appeal seems to have grown on all of them. And on the last day, the Films Lions jury was unanimous in its verdict: Pure Gold.
The Nakka Mukka campaign has made Cannes history for India, picking up not just one but two Gold Lions at the International Advertising Festival. With the win, JWT India wrapped up its innings with three Gold Lions in its kitty thus giving the Indian contingent a lot to cheer about. They’re the final two wins that took the Indian tally to 25, two more than last year’s 23.
Andrea Stillaci, jury member said he was blown away when he heard Nakka Mukka. “Mixing social life, politics and amazing music in just one minute was fabulous,” he said. For jury chairman David Lubars, chief creative officer BBDO North America, the TOI ad saw the perfect combination of elements – but he singled out the song for a special mention.
“Any other song wouldn’t have done,” was his verdict. What makes the TOI win even more special is the fact that the jury has applied extra rigour to the judging process this year. Said Lubars, “Some scams may have slipped under the net, but the vast majority are real ads which have delivered value for the clients in such an adverse economic climate.”
Senthil Kumar, ECD, JWT India, who wrote the ad, said that the interesting part is that the world’s largest English newspaper spoke to the largely Tamil audience in their mother tongue and helped raised a folk phrase from the underbelly of Chennai with its cinema, politics, superstar minister and every other double role in just two words; ‘Nakka Mukka’.
Even member of the jury, Agnello Dias, chief creative officer, TapRoot India, who was involved in the project when he was with JWT said that in the second and third viewings, more and more nuances of the film came across.
“I also seem to have a history of being associated with memorable films in my past few agencies where TOI is concerned. In Leo Burnett it was the Pakya — Old man hockey film and now it is this.”
Piyush Pandey, executive chairman & NCD, Ogilvy India, said; “India is actualising what it has been capable of for a very long time and today we are getting our due. I am very proud of the Indian contingent and I hope the youngsters are inspired to convert the 25 metals to 40 next year.”
Source: Economic Times/Times Group