Campaign India Team
Jun 14, 2021

Cannes Contenders 2021: Cheil India

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

Cannes Contenders 2021: Cheil India
After a year's gap, the organiser of the Cannes Lions International Festival of Creativity 2021 will be celebrating work from the industry through its virtual red carpet awards nights between 21-25 June. 
Campaign India will be showcasing all of India's entries to the festival through our 'Cannes Contenders' series.   
They say Cannes jurors don’t get enough time to scrutinise and deliberate on a piece of work they haven’t really come across before. This series is a way of acquainting them with the good work from India and South Asia before their judging stint. And of course, to acquaint the rest of the industry with which work from this region is competing at Cannes Lions this year. 
Cheil India has two such entries:
Real Kashmir FC
The Unreal Fans of Real Kashmir:
Real Kashmir FC, a small football club from the world’s most-militarised region had a real chance of winning the national football league in their first two seasons.
But their attempts were marred by violence and then unprecedented curbs. Their matches had to be moved away to different venues. The team lost the home advantage and with it, the matches.
They really needed support away from home.
Using a social listening tool and analytics, we found a never-seen-before behaviour in fan communities. Over 1500 rival fans were also cheering us. We found the home support, away from home.
They were the Unreal Fans of Real Kashmir. We decided to adopt them. We created ‘The Shared Jersey’. World’s-first reversible jersey to support two rival clubs in the same league. Outside, their favorite club. Inside, their Real Kashmir FC.
Now our new fans could show their support for Real Kashmir FC without giving up on their first club. We sent them ‘The Shared Jersey’ in special boxes designed to show their support for 2 clubs.
They acknowledged the gesture by posting their Shared Jerseys on Social Media.  They became our influencers, encouraging many more to show their shared support for RKFC.
Celebrities and sport stars asked for their own and posed with it for their followers. The media caught the idea. With just 1,500 jerseys, we built strong support for the youngest team in the league for times they will play away from home.
Good Vibes
Communication technology has progressed from text and speech to images and video chats. Not so for the deafblind. They only communicate through Braille or physical taps – which people with normal vision and hearing do not understand. And due to this difficulty in communicating, deafblind are 10 times less likely to be employed than others, and deafblind children are 17 times less likely to be in school. Families with deafblind people are mostly in the bottom 40% of the socio-economic strata. Around 84% of deafblind in India do not receive any form of specialist support. And there are over 500,000 deafblind individuals in India alone. 
Can Samsung India, with its purpose to create human-driven innovations, change this? And bring 500,000+ deafblind into the same chat window as the rest of India?
Presenting Samsung Good Vibes. It is a new form of smartphone communication that has two interfaces: one regular, and the other for the deafblind. The regular interface, for a person with normal vision and hearing, translates voice/text messages into haptic responses in Morse Code for the deafblind to interpret. And the deafblind interface, for a person with no vision and hearing, lets them respond through the unique tactile Morse Code input that translates the message into and voice/text messages. The app has been made available and downloadable for free on Samsung Galaxy Store, and can be installed on any Android smartphone and is not limited to Samsung users.

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