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.
Grey Group India has two contenders.
Knowledge of English makes people employable, and fluency in the language is an aspiration to many in Indian slums. Hence the private radio station, Radio City, decided to take English skills to them. To make them listen to the station at the time it delivered the spoken English lessons, it tied up with mobile candy sellers. As they displayed their wares at designated spots, the kids got drawn in, while the sellers tuned in. The intent is to take the pilot in Mumbai’s Dharavi to 10 cities.
This radio spot is quite hilarious, playing on the insight that 'Men draw both strength and identity from being able to urinate strong'. To promote a urology clinic.
Wondering what Campaign India's picks are? Watch this space. Send in your contenders to firstname.lastname@example.org and email@example.com.