Campaign India Team
May 07, 2019

Cannes Contenders 2019: Tonic Worldwide

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

Cannes Contenders 2019: Tonic Worldwide
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.  
 
Tonic Worldwide has six such entries.
 
MTV Woofer 
 
 
India is home to the noisiest cities. The average noise level in an Indian metro is 71.25 decibels rising up to 123.2 decibels during Diwali and other festivities. Diwali, synonymous with lights and crackers, takes a toll on over 30 million dogs in the country. Dogs hear a frequency range of 40 to 60,000 Hz which is 7 times more than a human. Because of this ultra sensitivity, dogs have a terrible time with very loud noises which affect both,  their health and behavior.  With over 1.3 billion population in India, a fraction of it cared about dogs. The rest of them were ignorant about the cause and wouldn't change a cultural celebration . The strategy thus was to find a solution to heal rather than change external factors 
 
While the nation was celebrating Diwali with crackers and festivities, MTV celebrated it with MTV Woofer - India’s first television music show to soothe stressed out dogs. Special music for dogs was created after weeks of research and trial with low level beats and rhythms. When tested, this music conclusively proved to have a soothing effect on dogs.
 
Liva Eco - The Last Mile of Sustainability

Liva, a fashion fabric brand, decided to launch  LIVAECO - A highly sustainable fabric variant and partnered with W (women’s apparel brand). We picked most ignored aspect of packaging when briefed on packaging innovation. Brand tags are typically thrown away after the purchase. 
 
We introduced 'Livaeco Plantable Tag’ - designed to sprout into flowers, vegetables and trees when planted. We decided the place for the tags is not in the trash bin but in the pot!
 
These tags were made with 100 per cent organic seeds, sourced from farmer network.
 
Livaeco tags extended its support to a circular economy - hundreds of rural women, 800 organic farmers who help create sustainable products out of consumer waste. While these brand tags were launched exclusively for SS 19 and AW 19  the W collections, the demand for it has transcended seasons 
 
The Responsible Smart Mirror
 
People are getting increasingly conscious of the way they dress. But primarily only as a means to create an impression and represent their personality. Everybody wants to strike an impression with different and fashionable clothes.
 
But the sad fact is that the human greed to look appealing and wear glamorous clothes has ended up causing harm to the environment. 
 
As a sustainable fashion fabric, staying true to its values, Liva wanted to create awareness about the harmful effect of the fashion industry on the environment. Data shows that textile industry is the secibd most polluting industry in the world. Over 80 per cent of the population doesn't know what's really in their clothes and its harmful effects on the environment.
 
The creative idea was an installation of ‘an interactive smart mirror’ makes you feel responsible for your fashion choices with its tech capabilities. The smart mirror combines voice and facial recognition with the help of Raspberry pie in order to communicate with consumers. The mirror also detected the fabric and asked consumers to opt for sustainable choices. The mirror appealed visitors to include ‘responsible fashion’ in their 2019 resolutions and created awareness about how textile industry is the 2nd most polluting industry in the world!  
 
Power Pockets 

Flying Machine is an Indian denim brand. It fights the likes of Levi’s and Lee. The brand poses as ‘the cool half’ and believes in offering cool innovations. To stay ahead of the game the brand used analytics and deep listening expertise. The brief was to give proactive insights on consumer sentiment and recommend opportunities for the brand.  
 
The data suggested that there is an opportunity in offering deeper pocket denim to women.  
 
On an average, the pockets in women’s denim are 48 per cent shorter and 6.5 per cent narrower than men’s pockets. That is basically half as deep. Denim is the ultimate symbol of rebellion. However, when it comes to fashion, it still conforms to traditional norms of sexism. Digital listening data suggested that women were buying men’s denims because it had deeper pockets. ‘When our phones are the same size why can't our pockets be the same too?’ voiced the women. When we applied deep listening to the conversations, we realised that the real ask was much deeper than just deeper pockets! While on one hand denim has become a symbol of modernity for Indian women, the shallow pockets were seen as regressive, unequal and extremely inconvenient.  
 
Flying Machine decided to address an age-old sexist product design flaw. The brand found Women’s Day as a perfect day to launch this. While these jeans were styled to international trends, the pockets were the secret sauce.  Flying Machine teamed up with India’s biggest biker gang comprising of women - Bikerni, to launch this product, reflecting the true spirit of PowerPockets. 
 
Kotak 811 - India Invited

India, the land of diversity! Unfortunately, the bane of diversity weighs as much as its boon, if not more. People are constantly stereotyped based on caste, creed, colour, religion, looks, language, gender, economic backgrounds etc. This in turn leads to social stigma, where people turn socially hyperconscious.
 
Kotak Mahindra Bank recognised the fear of 'being judged' as the reason why a lot of people feel intimidated to walk into a branch to open an account. Digital is a great equaliser, especially in banking, providing equal access to everyone. And 811 represents those very qualities of equality and inclusiveness. Kotak 811 is India’s first downloadable bank account on your mobile is an unique full-service banking ecosystem. 
 
Along with that, Kotak Mahindra Bank launched its campaign, #IndiaInvited, where every Indian - irrespective of their caste, creed, gender, religion and abilities, were welcome to open a digital bank account from wherever they are, wherever they feel comfortable.
 
The aim was to take the ‘promise’ of inclusion beyond the product and get people to experience and participate in a movement that works towards a more inclusive and non-judgmental society.
 
Kotak 811 launched a unique digital bench – The Bench Of Unity, inviting every Indian to join the movement towards forming an egalitarian society. With over 2.5 lakh Indians supporting the movement in the digital space, special invitations were sent out to people who have created a unique identity for themselves, despite facing discrimination & judgements from the society.
 
A custom-made Facebook Kotak 811 AR filter was created, where users could share the frame with the brand ambassador and Bollywood superstar-Ranveer Singh.
 
Furthermore, people were invited to share their perspectives of how they could take inspiration of non-discrimination by emulating the “Bench”, in the activity - ‘Bench Ki Aatmakatha’ (A Bench’s Autobiography). From poems to rap songs, 'shayaris' to mini stories, the 500+ video entries that were received were both, interesting and humorous, while being aligned to the brand campaign.
 
Filmykaant
 

Filmykaant - World's Biggest Hindi Movie Fan from Award Submission on Vimeo.

Hindi movies are an integral part of Indian pop culture. However Hindi movie television channels are fighting against three key content consumption trends.
 
1. Movie watching on television has become channel agnostic. Viewers come for the movies and have no preference for a channel.
 
2. Second screen addiction (TV Vs. Mobile): Today India has more smartphones than US has people. They spend over 50% of their awake hours with their cell phones. This especially has affected the younger TG, not entering the TV movie channel viewership
 
3. OTT and digital explosion: This is adding to the problem of relevance and preference
 
Sony MAX has been amongst the top three television channels in Hindi movies genre, It decided to fight the category threats
 
The primary objective was to build preference for Sony Max amongst the digital audience and create a community that helps build engagement beyond just watching movies.
 
To fight all these threats, we humanised Sony Max as the biggest fan of Hindi Movies and Bollywood to connect with other bollywood fans and audiences to create deeper engagement.  
 
We created a  character straight from Bollywood that has all the information on audiences’ favorite movies, characters, stars and their lives. What’s more, it also has a sense of humour that will keep you giggling with its witty answers to your questions.
 
While chatbots are typically used for customer care, which invariably ends up becoming a complaint box we created a brand experience which became as entertaining as bollywood itself through ‘Filmykaant’.

 

Source:
Campaign India

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