Campaign India Team
May 31, 2021

Cannes Contenders 2021: Kinnect

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

Cannes Contenders 2021: Kinnect
After a year's gap, the organisers 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.  
 
We are presenting here entries from Indian/South Asian agencies that their creators believe should win big at the 2021 International Festival of Creativity.  
 
Kinnect has three such entries.
 
HDFC Bank
Add an Ad
 
During India’s 'Festive Sale' season, Instagram stories are cluttered with influencers promoting various brands’ discounts and offers. How do we get viewers to notice an ad about HDFC Bank cards?
 
Leveraging Instagram stories, we decided not to ambush brand promotions, but instead, to piggyback on them. 
 
 
Disney+Hotstar Premium
Subscriber Hijack
 
The most beloved cricketing tournament of the year, the Indian Premier League, was now going to be viewable on Disney+ Hotstar, only with a subscription. Our objective wasn’t just to break this news with the least possible pushback, but also to drive subscriptions for the streaming service.
 
Bad news is a bit palatable when it comes from a person you like. So in a year, when the country was strongly hooked to Youtube, we decided to hijack some Youtube creators’ favorite CTA statement for an offbeat integration. The viewers would now be surprised to hear their favorite Youtubers saying:
 
Like, share this video and Subscribe to... Disney+ Hotstar! 
Yes, that’s right! Because this year you cannot watch the IPL without a Disney+ Hotstar subscription!
 
We enlisted eight Youtubers with a combined subscription base of 60 million and consciously chose to keep the intervention to a minimum. A pure content bait! Audiences were lured in by their love for the creators’ content, while our seamlessly placed ad would amass the collateral reach and strong recall, thanks to its unexpectedness.
 
TikTok
Mat Kar Forward 
 

Mat Kar Forward - TikTok India from Kinnect on Vimeo.

In India, the culture of forwarding fake news and hate speech has led to incidents of communal tension, civil unrest, and even deaths. 
 
During the pandemic, these fake forwards uncorroborated medical information that could drastically risk public health. 
 
We wanted to modify society’s forwarding behaviour by ingraining one simple call to action:
(a) If you receive a forward that could harm someone,
(b) Has misleading information, or
(c) If you doubt its authenticity then, #MatKarForward !
 
Source:
Campaign India