Cannes Contenders 2021: Initiative

After a year's gap, the organisers of the Cannes Lions International Festival of Creativity 2021 will be celebrating work from the industry through its virtual red carpet awards nights between 21-25 June.

Campaign India will be showcasing all of India's entries to the festival through our 'Cannes Contenders' series.   

They say Cannes jurors don’t get enough time to scrutinise and deliberate on a piece of work they haven’t really come across before. This series is a way of acquainting them with the good work from India and South Asia before their judging stint. And of course, to acquaint the rest of the industry with which work from this region is competing at Cannes Lions this year.

 

Initiative has one such entry.

 

 

We have all heard of the adage: culture eats strategy for breakfast. Well, this case proves the adage, and more importantly proves that given the right occasion, culture can also invent new media to enable behavior change!

 

To grow its market-share in Mumbai, Gala needed to get more households to purchase their brooms. Problem was, consumers viewed it as just another product in the cleaning category! As the market leader, Gala needed to give unbranded/ competition brand users a more compelling reason to shift to using the Gala range of cleaning implements.

 

Culturally, people clean their house during Diwali to welcome the Goddess of Prosperity. However, in the urban context they don’t realize that cleanliness of their surroundings are equally important.

 

Hence, while homes are made ‘Diwali-ready’, the city was left behind. We converted this behaviour into an opportunity through the #WhyJustACleanHome campaign. An initiative that would highlight the waste-management issue & make it a problem that required collective will to be solved.