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.
Taproot Dentsu has one such entry.
More Together - Pooja Didi
There’s an age-old Indian saying that ‘Prosperity grows when you share it with others’. This was especially prescient in a year like 2020 and served as our strategic plank. This is the story of 28-year-old Pooja who uses Facebook to find people who had lost their other jobs, – whom she keeps hiring even though she doesn’t need them – through the hardest months of 2020. All this at great personal cost. The film shows how those people come together and come through for her using Facebook, to tell the world about the selflessness of Pooja and save her shop.
The idea behind the campaign was that many people have faced difficulties in this period in different ways. However, that has not taken away people’s spirit to do good for others, which is why people relate to the film. Almost everybody has endured varying degrees of struggles this year. And yet, a lot of us have also managed to do good for others. As a result, it broke the internet in India and positive social sentiment shot up during the campaign period.