Campaign India Team
Jun 16, 2021

Cannes Contenders 2021: Mediabrands India

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

Prachi Naik and Yashita Shetty
Prachi Naik and Yashita Shetty
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.  
Mediabrands India's Prachi Naik, manager - business, Lodestar UM and Yashita Shetty, associate group head - media, Interactive Avenues – A Reprise Network Company, won the 'Young Media Lions' competition nationally.
The duo will compete with Young Lions Media teams globally during the festival and have also been given a year's subscription to Lions Membership and access to Cannes Lions Live.
The winning entry:
The task given to the team was to develop a comprehensive media strategy and campaign to counter the misperception that newspapers are the potential virus carriers and assure people that it was safe to take delivery of newspapers at home. 
The core idea was to communicate uncontaminated delivery of newspapers at the doorstep (Uncontaminated – polysemic usage – neither a potential virus carrier nor a source of prejudiced news) - Newspaper carries only verified news and not a virus – Uncontaminated news at your doorstep; backed by the facts and statistics shared by WHO and health experts on Covid-19 and newspaper – Virus does not survive on a porous surface, newspaper ink is sterile and so on. The team wanted to re-establish the audience connection with the newspaper – with print being the credible source of news and which gives a holistic news platter unlike digital with a customised newsfeed.
With a budget cap of INR five crore for a month-long media activity, the team selected television and digital to drive the communication leveraging the upsurge in TV and digital consumption post covid. While television was deployed to create an initial buzz, digital was used for sustenance and communicated with the audience in metropolitan cities.
The strategy entailed capturing the target groups attention with receptivity targeting – at moments when the newspaper void was felt the most. 
The execution encompassed chaser ads and non-FCT elements on national news and digital campaigns included social, programmatic, video along with influencer marketing on social platforms communicating our core message that we deliver uncontaminated news at your doorstep. 
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