Breakthrough’s applauded Bell Bajao! Campaign against Domestic Violence has bagged the prestigious Silver Lion in the Film Category at the Cannes Lions International Advertising Festival 2010. The Silver Lion is India’s only win in the Film category out of the five shortlisted entries. The films have been created pro bono by Ogilvy & Mather, Mumbai and have been directed by Bauddhayan Mukherjee of Little Lamb Films.

Sharing her excitement, Mallika Dutt, Executive Director of Breakthrough says, “Breakthrough is delighted at Bell Bajao’s win at the Cannes Lions Advertising Festival 2010! The Silver Lion provides us with a global platform to spotlight violence against women and to ask men and boys to become partners in ending it.  Our partnership with Ogilvy is a wonderful example of the reach and success of public-private collaborations, which are essential to bringing an end to the abuse that women face all over the world.”

Bell Bajao! is a national campaign which uses the power of pop culture, media and community mobilization for outreach across India. The campaigns are based on true stories of people who joined the movement against domestic violence. Launched first in 2008, with the support of the Ministry of Women and Child Development and campaign ambassador film star Boman Irani, Bell Bajao! soon became a national movement. The campaign not only creates awareness on the issue of domestic violence but also rouses public sentiment to take action against it.

Zenobia Pithawalla, Group Creative Director, Ogilvy & Mather, Mumbai says”What makes this win even more wonderful, is the fact that this work was not created because one wanted to win an award. But because everyone from the client to the creative team to the film maker believed this was what it would take to put an end to Domestic Violence. As we celebrate this news, we would like to thank Breakthrough for always giving us a free hand and believing in our creative work as much as they believe in their cause”.

The Cannes Lions International Advertising Festival is the world’s biggest celebration of creativity in communications. As the most prestigious international advertising awards, more than 22,500 entries from all over the world are showcased and judged at the festival. Over 6,000 delegates from 90 countries attend seven days of workshops, exhibitions, screenings, master classes and high-profile seminars.