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.
Mindshare has three such entries:
Lifebuoy - the infection alert system
India’s infant mortality rate is 13 per cent higher than the global average.
Half of these deaths are caused by preventable diseases like diarrhoea and pneumonia and occur in rural areas. Indians primarily eat and feed their children with their hands, not cutlery.
Hand-washing with a soap is the single most cost-effective intervention to prevent child deaths. Lifebuoy India wanted to reach these people to change hand washing behaviour and reduce the incidence of illness and death.
The mobile phone has 6 times higher reach compared to other traditional media in rural areas. Our solution was to create a data-led Infection Alert System to help Lifebuoy proactively educate consumers when they are most vulnerable to fatal diseases – and activate it through mobile.
Fuelled with Government of India data from 34,000 rural community health centres across 822 villages and sub-districts, the proprietary algorithm simplified big data to help understand the Intensity, Magnitude and Trends of each of 21 communicable diseases, at a weekly level, for each of the 822 districts.
Modelling historical data on these diseases we derived a predictive incidence rate using a time series model.
When an outbreak was predicted, we activated an automatic calling system that made on average eight million calls every week, alerting rural consumers contextually on the prevalent disease in their village and educating them on the importance of hand washing with soap as a preventive measure.
The infection alert system drove both purpose and business growth for Lifebuoy with significant impact in penetration and sales. It was a step towards healthy India!
Brooke Bond - India's First 'Special' Band
With force for good, and true to the tenet of making the world a more welcoming place, Brooke Bond Red Label Tea had launched India’s first transgender pop group, the 6 Pack Band that obliged India to confront its issue of gender equality. In the second year Brooke Bond Red Label continued the journey of the band by standing up for a cause, as meaningful and pertinent as that of the cause of special needs.
People with special needs are treated differently at social gatherings, due to their different mannerisms and inability to express themselves. Their families too, get a cold-shoulder from the society. Their neighbors avoid them, and society almost writes such kids off.
Brooke Bond Red Label who strives to bring people together, making the world a more welcoming place forced India once again to confront these prejudices and change the way ‘special needs people’ are perceived. The idea was to showcase, their strengths and talents on the biggest stage, stating that they’re no different from the rest of us.
Thus came alive India’s first isspeshal pop-group, the 6 Pack Band 2.0, starring 6 special kids, who were highly talented. Every song had a message to lend to the world and was supported by celebrities across, including Karan Johar, Tiger Shroff, Amitabh Bachchan, Priyanka Chopra and many more. They were invited to perform at the Republic Day event with the Indian Army and Zee’s Saregamapa lil’ champs. Receiving immense PR from across the country, the band found a place in millions of hearts and got the world to see them for who they really are.
Brooke Bond - Bringing two nations together over a different 'cup'
The 1996 Cricket World Cup spat is etched even to this day in every India-Pakistan fan’s memory where Pakistani opener Aamir Sohail hammered the Indian fast bowler Venkatesh Prasad for four and brashly signaled the bowler to fetch the ball. The Indian paceman bowled a leg-cutter and Sohail went for big heave but missed the line and the ball crashed into his off stump. Now Prasad promptly showed him way to pavilion.
22 years later 2018 Asia Cup where both the nations were playing after 15 months, the dominant sentiment was of intense rivalry. Brooke Bond Red Label went against the grain of the prevalent sentiment with its own take of helping people find common ground. We brought the two stalwarts together over a cup of Brooke Bond tea and chat about their epic exchange of 1996 match, share a laugh and relive memories live during India-Pakistan’s live match. The power of the conversations started a wave of positive conversations between two nations and many celebrities from the industry lauded the initiative. The campaign showed that common ground, undoubtedly, is just a cup of tea away.