Ahead of the Cannes Lions International Festival of Creativity 2019, we are back with our '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 2019 International Festival of Creativity.
Geometry Encompass has one such entry.
Beginning of Togetherness (Shree Ganesh Apnepan ka) - Brooke Bond Red Label
Over the years, Red Label has questioned India’s deep-rooted prejudices around gender biases, live-in relationships, and stereotypes.
In 2018, Red Label wanted to raise the bar by tackling a sensitive topic: addressing religious discrimination and violence to make India a more inclusive and tolerant society, a risky move!
7484 extreme cases of communal violence been reported in the last decade(Source: Business Standard). Such incidences have strained the relations between the Hindus & Muslims, the only way to thaw this was through dialogue.
During the Hindu Festival of Ganesh Chaturthi, marking the homecoming of Lord Ganesha, People buy crafted Ganesha idols. Few of which are made by Muslim craftsmen! This observation gave us our story. Will a devout Hindu knowingly buy an idol from a Muslim craftsman? Will he overcome his prejudices?
We envisioned a thought-provoking film helping Red Label successfully start a nationwide debate about inclusiveness, and openness. Thus, getting the nation to co-advocate inclusive societies.