MUMBAI: Day one of Cannes Lions has given the Indian advertising fraternity a reason to rejoice. In the Direct Lions category, India has been shortlisted in three subcategories.

While McCann World Group’s campaign titled ‘Share My Dabba’ qualified in the ‘Ambient Media: Small Scale’ and ‘Charities’ subcategories, Ogilvy & Mather’s ‘Cleft to Smile’ campaign for Operation Smile under the subcategory ‘Best Low Budget Campaign’ too has made it to the finals.

The Direct Lions, dedicated to all forms of direct marketing, was launched in 2002 to showcase and honour the most creative and innovative direct marketing solutions. It will be interesting to see which of these entries bring home the glory.