Icontract Bags Golden Lion For Icici Products

iContract has won the Golden Lion award in the direct marketing category at the Cannes Lions. The agency won the award for the direct marketing of ICICI's liability products.

This is the first year that Cannes Lions had a direct marketing category.

ICICI had organised a painting competition in Mumbai and Bangalore on the theme -- What do you wish to be when you grow up -- among students of class III to class V of various schools. Around 20,000 students in both the cities had participated in the competition.

A personalised pack was sent to every participant's parent which included the child's painting which had the dream career, a letter and call center number which could enable them to get free advise on financial matters. The paintings done by the children were sent to the parents with a note from the company making them aware of their child's dream. The agency who designed the direct mailer was iContract.

 

The other contenders for the award were American Express credit card, UNICEF, Archers, Accenture, from countries across the globe including Germany, US, UK, Spain, Austria, Argentina, etc.

Ogilvy & Mather's group president and national creative director Piyush Pandey picked up two Golds for his anti-smoking ad for the Cancer Patients Aid Association. The awards were for the press and outdoor competition.

Two more ads have been shortlisted in the television and film category-- Pandey's Fevicol ad and Leo Burnett's spot for the Cancer Patients Aid Association.