86343601-F551-413A-A2C5-4C91B1960AAF Created with sketchtool. D1681562-9B56-4AA3-A659-E4329F356674 Created with sketchtool. 934F8DA0-9E27-42BD-8CE3-D245838B7017 Created with sketchtool. ABBF01E5-99A9-4F8E-A5B6-D8D0DFCAA1DF Created with sketchtool. 52B86ADF-15D7-4BEB-87CA-3619D1900DF7 Created with sketchtool. 7589DD6C-9BE1-49A5-8D68-4F50FBA8B794 Created with sketchtool. close button Created with Sketch. 6BB0D236-0C4D-43DD-9499-76C2156B2D45 Created with sketchtool. 14E4A84F-4D0B-4D5F-B884-907C3F4246BE Created with sketchtool. 2C0B0BEE-6DF1-41ED-96BE-B08D012E4E7E Created with sketchtool. 0C8DBC52-E08E-4F0A-AE54-AE9BB73113CC Created with sketchtool. instagram Created with Sketch. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. C9FD7B3E-0845-41B2-ACCB-6714158590FB Created with sketchtool. 9390E317-BF7B-47ED-B954-052183D5FB1C Created with sketchtool. 33AF606F-4AB8-48BF-88F5-131EAFCB6433 Created with sketchtool. 8318C22D-D94B-44A9-AB45-C1392FAA4A70 Created with sketchtool. 61A8DE16-3685-4C96-8420-67656881EA29 Created with sketchtool. D1CB3555-9A1D-4970-80EF-E3ABD5BACF7D Created with sketchtool. F80B5C4D-057D-4477-AF86-E46BC62AC7A4 Created with sketchtool. Search icon Created with Sketch. A3C99BA3-E981-44D5-BCA9-B1C8A5D09E36 Created with sketchtool. BC8D40A0-6611-4C38-8AD4-8E2D17FA6DC3 Created with sketchtool.

Sons of Vikrant by Leo Burnett India

Zenobia Pithawalla on her 'One that Got Away'

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."  
See the full case study on the Cannes Lions Archive
‘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

Recommended stories


Anna Qvennerstedt on hiring "Swiss Army knife" people

Forsman & Bodenfors' Copywriter, Senior Partner and Chairman of the Board shines a light on what the legendary agency looks for when it hires people.

Glass Lion Jury

Nick Bailey and The Glass Lion Jury

Back in 2015, Nick Bailey was a member of the Glass Lion jury. This was a brand new Lion and it was his first time as a judge. The pressure was on. How did he cope?

Three Little Pigs

The true story of Three Little Pigs

The team from Bartle Bogle Hegarty remember how the Guardian's famous Three Little Pigs campaign came into being.

Crack & Cider

How adland made us turn to Crack and Cider

Scarlett Montanaro, Creative at AMV XLAB and Charlotte Cramer, Strategist at Beyond are co-founders of CRACK + CIDER, an online shop project to help the homeless. Here are their tips to getting a passion project off the ground…