Campaign India Team
May 18, 2018

Cannes Contenders 2018: OMD

Believe your entry deserves a Lion? Send us the work and the case

Cannes Contenders 2018: OMD
With the Cannes Lions International Festival of Creativity 2018 just about a month away, Campaign India returns with its 'Cannes Contender' series.   
The premise is:  
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. We present here entries from Indian/South Asian agencies that their creators believe will be in contention for Lions at the 2018 International Festival of Creativity.  
OMD has one such entry.
Dalda - #PehleTum, first bite to you
Dalda, one of India’s oldest cooking oil brands, wanted to engage with and create brand relevance amongst younger generations. To do so, they needed touse their voice for cause that resonated with this demographic.
In India, women have achieved tremendous success, both within the country and abroad. However, in the family home, old traditions still prevail. Women eat their meals only after everyone else in the family – an unspoken dining tradition thatis based on gender roles and leads to societal inequality.
The campaign – #PehleTum, first bite to you –is a unique initiative, urging men to offer the first bite of a meal to the women of the house.
To get audiences thinking about this concept, we needed a disruptive method of bringing it to their attention. That’s why we pulled a prank in restaurants across the country, using a hidden camera to capture people’s reactions. As part of the prank, waiters suggested that they would only serve women after they finish serving men. When this evoked unpleasant reactions from diners, they replied that it’s simply “the same thing that happens at home”. Once the message was delivered, our celebrity guest, Hiten Tejwani, appeared, revealing that it was all just a stunt. He then urged all diners in the room to take the #PehleTum pledge and led by example, offering the first bite of his meal to his wife, Gauri Pradhan Tejwani.   
The campaign was based on a strong consumer insight, and we deployed it through a judiciously woven media mix to ensure the message carried through. Each medium was integrated in such a way that at every step along the media journey,the medium added relevance, weightage and a meaningful layer to the core communication. 
Unconventional touch points were used, such as influencer chefs; special #PehleTumplates at restaurants; dining tables at retail stores were used to make pledges too; and there was even a #PehleTum prayer for children’s meal times at schools – all giving the campaign a boost.
Not only did this campaign gain massive traction with its thought-provoking message,it also gave a boost to Dalda’s brand relevance scores.

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