The story of how a national symbol of heroism and bravery found new life with an Indian motorbike brand failed to win over the judges, but still impressed 2016 Cannes Lions Film juror Zenobia Pithawalla, Executive Creative Director at Ogilvy and Mather India.
Zenobia Pithawalla: "My 'One that Got Away' was 'Sons of Vikrant'. The ship INS Vikrant was the first aircraft carrier to serve in the Indian navy. After decades of distinguished service, which included a pivotal role in the blockade of East Pakistan (now modern Bangladesh), during the Indo-Pakistan war of 1971. She was decommissioned in 1997.
"From then up to 2012 she served as a naval museum, until the government saw it as a security risk.Two years later they made the decision to scrap her. This was an emotional day for most Indians and a sad day for Indian maritime history.
"But then the motorbike manufacturer Bajaj Auto decided to immortalise the INS Vikrant through one of its bikes. Bajaj bought the scrapped metal of the Vikrant and recycled it into the bike, launching the Bajaj V.
"Of course as an Indian I felt very patriotic towards that piece. What made this piece outstanding for me was that people of great integrity who had served the nation actually agreed to speak on camera. The honesty and integrity of that piece is what I fell in love with. And of course, the idea itself of immortalising 'warrior' steel in a bike."
‘Sons of Vikrant’ shortlisted in the 2016 Film Lions. A related campaign for the Bajaj V motorbike picked up a Bronze Promo And Activation Lion, and was shortlisted in Promo & Activation, Media and PR Lions. Browse more Lion-winning work from Bajaj and other Indian brands in the Cannes Lions Archive.
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