Mumbai: Vodafone India, a leading Indian telecommunications service provider, won a bronze in the Direct Lions category for the best low budget campaign. The iFold campaign, focused on saving paper and going green, won over the other eight Indian entries shortlisted under this category.

The iFold campaign was a very simple yet very effective way of saving paper by minimizing its use. With low internet penetration in India, many customers still prefer to get their monthly mobile bills on paper rather than on emails. The iFold idea was to see if the bill can be folded one more time and hence save paper used for making envelopes for these bills.

Ogilvy and Mather was the creative agency and pulled off the campaign beautifully. iFold helped in reducing the paper used for envelopes to send the monthly bills to Vodafone customers by almost half. The envelopes were also iFold branded, further propagating the idea of saving paper.

Speaking about the campaign Marten Pieters, MD & CEO, Vodafone India said, "We, at Vodafone, are focused on our green initiatives along with delivering innovative solutions. The iFold idea fits the bill perfectly as not only a way of saving paper but also a very innovative way of delivering the message of ?Save paper, Save trees? to our customers. We are happy that the effort taken in this direction has been noticed and appreciated".

The Cannes Lions International Festival of Creativity is the world?s biggest celebration of creativity in communications and over 28,000 entries from all over the world were showcased and judged at the Festival.