How much time really does a Cannes juror get to understand a case or piece of work s/he hasn't come across before? Too little. It's up to us to help them get acquainted with the good work prior. While we do that through the year, this Riviera season we have decided to go the extra mile to celebrate the contenders.
We present here entries from Indian / South Asian agencies that their creators believe will be in contention for Lions at the 2016 International Festival of Creativity, Cannes.
Here are Ogilvy's entries:
Make Love Not Scars: Beauty Tips by Reshma
The open sale of acid has been banned in India since 2013, but it is easily available in the guise of toilet cleaners. The worst sufferers of acid attacks are young women. This series of beauty vlogs titled ‘Beauty Tips by Reshma’, for NGO Make Love Not Scars dedicated to the cause, has impressed juries all over and is now coming to the Cannes Lions. The scarred instructor ended each of the vlogs with the most important tip – to sign the petition addressed to the Indian prime minister Narendra Modi, to enforce a ban on over-the-counter sale of acid. On December 8, 2015, the Supreme Court of India directed Indian States to enforce the ban.
Pidilite: Fevicol‘Govinda’
Fevicol, ‘the ultimate adhesive’, stays rooted in Indian culture with its unique brand of humour in this film, while taking its legend further. Govinda is a celebration during Janmashtami, Lord Krishna’s birthday. As families and onlookers cheer on, men make human pyramids their team must climb on and break a clay pot hung above. This is symbolic of Krishna stealing butter in his childhood for his poor friends, from the homes of doting Gopikas (Sanskrit for female cowherd). The men brave water and colour splashed on them in their quest to break the pot while holding themselves together in pyramid form, an act depicted in many a Bollywood film with the hero emerging victorious. But the team with the Fevicol branding on their uniforms (revealed at the end) does more – they break one pot, and the pyramid moves as one to break another, as Fevicol’s bond comes alive.
Rajasthan Tourism: Mooch Logo
The starting point for this much-appreciated campaign was that the State of Rajasthan had been reduced to forts and palaces in public perception. To shift from the one-dimensional image to the reality that encompasses culture, wildlife and rich history was the challenge. The agency came up with a logo, one that reminded people of the diversity, combining two ubiquitous visuals of desert: camels and birds. Together, they came across as not bird or camel, but the famous Rajasthani moustache. The logo’s message was: look beyond the obvious and you will discover magic. And animated, it added the finishing touches to the brand’s films.
SPROUTS Environment Trust: #GodSaveTheOcean
During the Ganesha festival millions of Lord Ganesha idols are immersed in the sea as per tradition. Most of these idols are made of toxic materials like POP, lead, zinc and mercury, which pollute the sea and kill the fish. As a solution, the agency created innovative Ganesha idols out of vegetarian fish food using soya, spinach, corn and wheat. And painted them with natural food colours. Giving people a great alternative that doesn't pollute the sea, but is consumed by marine life.
Dainik Bhaskar: ‘A Girl in School’
Indian language newspaper behemoth Dainik Bhaskar is building on its ‘Zidd’ platform with some stellar work, of which this is the latest installment. The ‘Zidd’ philosophy translates as ‘Stay stubborn. Change the world.’ In keeping with this, the agency decided to highlight the key social issue of education of the girl child. A large part of rural India pulls their daughters out of school even today, and one such instance comes alive on screen in this film. But the grit of the stubborn little girl whose father tries to literally pull her out of school, and her friends who come out in her support to pull her back in, triumphs in the end.
Dabur Gripe Water – Children Stomach Relief
Tasked with persuading young mothers to choose Dabur Gripe Water over the leading brand, the agency rode ads with popular children’s rhymes.
The humble greatness of Gandhi
Mani Bhavan was Gandhi's Mumbai home from 1917 to 1933, a building of historic significance where he lived and planned his campaigns of non-violent resistance for independence. Awareness of the museum and memorial was low, especially among youngsters. The print and poster campaigns to build awareness were inspired by sketchbooks of millennials after they visited the museum.
Wondering what Campaign India's picks are? Watch this space. Send in your contenders to [email protected] and [email protected].
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