Yoga Fest
At Cannes, JWT won a Promo Lion for its Nodding Bull campaign for the Vegetarian Conference last year. And the year before that, it won a Promo Lion for its campaign for Lehar Kurkure. This year, they got us our lone Bronze in the promo category for Pondicherry Yoga Festival. The idea was cute- get ordinary people to go about their jobs in Yoga poses. While the press ad conveys the idea interestingly, I thought it suffered in its execution, which was a tad tacky. The hallmark of award winning stuff from abroad is their execution and attention for detail.
[ad#ad-5]Compared to the Yoga Festival idea, the promo that got the Grand Prix in this category this year, is jaw-dropping and mega in scale. It went to HBO’s Voyeur campaign – their multimedia offering on the lives of people living in eight fictional apartments in New York. Promos for the programme were screened on the side of a New York building.
One of the cribs with promo entries is that the budgets available are miniscule – at least in India. It is difficult to achieve ‘scale’ with limited budgets. But are budgets a limitation? I don’t know the monies spent on the Kurkure ‘fire’ promo but it did achieve the same traffic-stopper effect as some the HBO one. What say?
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