FIRST CANNES GRAND PRIX TO INDIA

The first Cannes Grand Prix awarded yesterday a Direct Marketing Project developed by JWT Mumbai for Bennett Coleman & Co., the proprietor of the Times of India newspaper. It began with a single direct-response print ad that ran Jan. 1, 2007, that was later empowered by a direct marketing campaign with TV, outdoor, online and mobile elements. The ad asked readers if they were satisfied with India being called a "potential superpower," "emerging economy" or "sleeping tiger." It went on to request, "If you have it in you to lead India, log on to www.lead.timesofindia.com. " The site drew over 1.3 million hits, over 1 million YouTube downloads and a list of more than 34,000 applicants.
from Creativity