Barring the first year Lions were given out for online advertising and promotions, India has always had at least one entry feature in the shortlist. But this is the first year, since 2004, that India doesn't have a single entry in the shortlist for the Cyber Lions.

Only having won once in the category---in 2008 Leo Burnett bagged bronze for Luxor Writing Instruments---Indian agencies have never been frontrunners in this category. But complete exclusion is perhaps a sign that the Indian advertising fraternity, and indeed, brands, might have gone back to concentrating on traditional mediums, using online as a peripheral medium.

However, this year has seen a poor showing on the whole, with Indian agencies collectively bagging a mere 17 metals---three gold, seven silver and seven bronze---compared to 25 and 23 metals in 2009 and 2008, respectively.