Campaign India Team
Jun 18, 2021

Cannes Contenders 2021: Mindshare

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

Cannes Contenders 2021: Mindshare
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.  
Mindshare has six such entries. 
Pollution alert system (PES)
Air pollution is a leading risk factor for death, attributed to 9% globally. In the winter of 2019, Delhi surpassed Beijing in becoming the most polluted city in the world. When the pollution levels In Delhi surpassed 6 times beyond WHO's limit an 'air emergency' was called out. Recognising the implications beforehand, we made an innovative breakthrough for Unilever’s newly acquired Swedish air purifier brand, Blueair. 
Contrary to the popular myth of air quality indoors being better than outdoors, research stated that the air indoors is five times worse than outdoors. Leveraging data and technology, the brand entered its priority market, New Delhi, with an indoor Pollution Alert System (PAS). Blueair’s PAS is a first-of-its-kind mobile innovation that sets up a pathway through the latitude and longitude signals of a user’s smartphone and collides with real time – Air quality index to nudge people with contextual health alerts based on the dynamically deteriorating air quality index in their area. Blueair’s PAS now allows us to target health alerts to every metropolitan city in the world.
Stamina Meter – A new currency in town
There are various performance ratings in the sports ecosystem, which is ardently followed by fans across the globe, but none of these leagues, broadcasters, publishers or brands readily quantify the most crucial aspect across sports: “Stamina”. Boost, which stands for stamina, created the 'Boost Stamina Meter' - a rating system that ranked players on a real-time basis their ‘Stamina’ performance on-field through machine-learning and complex regression models.
This led to a ‘Stamina Leaderboard’, which fueled curiosity and competitiveness amongst the audience, built a salient, stronger and quicker brand association, and became the most talked-about feature during IPL.    
Career from Home – beyond the confines of HER kitchen
While most Indian rural women are housewives, they harbor a desire to contribute towards the success of their family. Their urban, educated counterparts can opt to work and earn, but the rural women folk are handicapped for skill and opportunities. 
Further, reaching this audience is difficult through popular traditional media. Penetration of mass media like television in rural India is as low as 30% in some states. The mobile phone however is ubiquitous. Enabled with internet, it transforms into her friend, philosopher, and guide.
Wheel worked on the idea of Ghar-Se-Career (Career from home). India’s first ever mobile learning platform aimed at providing basic skills to the rural women
With purchase of every Wheel 1kg pack, 1Gb mobile data was given free. The Career-from-Home program had self-learning modules that eased learning from home. They were given completion certificates to further elevate their morale
Salaam Namaste

COVID-19 lockdown in India was sudden and draconian creating a shift in the way brands connected with their consumers. Pepsi needed a meaningful POV and remain true to the brand in the context of COVID-19; with a clear task of increasing penetration, and driving brand KPI scores on, TOM, Youth, and Taste. As we were slowly moving towards unlock 1.0, the campaign stressed on the importance of social distancing. Pepsi decided to be salient, not silent.

The cultural insight recognised salaam and namaste as an inherent part of the nation’s culture; the social insight recognised the importance of social distancing in the new world; and the consumer insight of people’s need to express themselves during the lockdown which led to an 18% increase in DAUs, and a 39% increase in time spent on TikTok
A unique mashup with a hook step was created as a #challenge. Salman Khan kick started the campaign & celebrities like Jacqueline Fernandez, Remo D’souza, Riteish Deshmukh joined in; international cricket stars like David Warner, Yuzvendra Chahal and AB D'Villiers got on board too and all of them undertook the swag way of social distancing 
Pepsi Save Our Restaurants (PSOR)
During COVID-19 lockdown around 3 million restaurant workers lost their jobs. Today, in the time of crisis it was important that Pepsi showed up for the restaurant community with who they have been joined at the hip since last 30 years. 
Our historical texts mention a saying Annadana Mahadana meaning “Gifting of food is the greatest gift”. PSOR was a first of its kind movement. It was a fund-raising collaboration with Swiggy and NRAI to donate meals to lockdown-affected restaurant workers. It was time to feed those who have always served and fed us. Consumers could send a meal that would be home-delivered to a restaurant worker and his family. All one had to do was add any (not just Pepsi) soft drink to their food cart while ordering their favourite dish on the app. 
Swag se Solo
In Indian movie and music industry, every story is a tragedy if the single doesn’t become a couple. With 7 out of 10 boys being single (within 15-30 years), this creates peer pressure and social judgement making majority of youngsters feel like losers. 
Our movie and music industry has been largely responsible for mass conditioning of love and pursuit of coupling which creates pressure on singles. So, when it was time to bring about change, Pepsi tapped into the same power of influence of the entertainment industry to celebrate singlehood in a new light.
Disrupt Valentine’s Day with a branded music single for all singles and normalise singlehood. Kickstart entertainment driven social movement which declared 'relationships status shall no longer define social statuses' followed by a #challenge kick started by the country’s most eligible single, on the most popular SVP (Short Video Platform), TikTok
It became the most viewed music video of Valentine’s Day. Top 3 on YouTube Music during Valentine’s Week.
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