New Delhi: The Silent National Anthem, an ad campaign that features deaf and mute children "singing" the 'Jana Gana Mana' through sign language, won a silver at advertising's highest awards - Cannes Lions 2011.
Media reports say, after the shortlists on day one came the awards on day two of the Cannes Advertising Festival. Mudra Group’s Silent Anthem for Reliance MediaWorks has bagged a silver and two bronze lions at the prestigious event, while ad agency BBDO picked up two silver lions in the PR category on the same day.
The total tally for India is three silver and two bronze lions.
The campaign created by Mudra Communications for BIG Cinemas cut across the jury through its emotional attributes, and won one silver in PR Lions, and two bronze lions in Promo & Activation. Unfortunately, though, it did not win at striking a chord with the direct jury, who found the interaction with the consumer missing.
The video was created on the occasion of India’s 61st Republic Day, the Silent Anthem, as the name suggests, is a silent rendition of the national anthem, using sign language rather than words.