Campaign India Team
Jun 17, 2021

Cannes Contenders 2021: VMLY&R Commerce

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

Cannes Contenders 2021: VMLY&R Commerce
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.  
VMLY&R Commerce has two such entries.
Over 60% Indians wash their hands only with water (and no soap) before eating and after using toilet (source: INSS). This social behavior spreads fatal diseases like cholera, diarrhoea, pneumonia etc. 
Now imagine this unhealthy habit during the world’s largest human gathering: Kumbh Mela with 150 million pilgrims. Changing 150 million people’s unhygienic habits overnight is impossible. So, we created a social-hacking solution-a simple wearable ink, made of Lifebuoy's-formula, stamped on the hands of everyone wanting to visit lavatories and foodcourts. The ink-stamp turns into antibacterial soap in contact with water. 
The result: we achieved 30% fewer infections than the festival’s previous edition and helped transform an unsanitary habit into life-saving action.
Surf Excel
Handful of Happiness
The pandemic has been tough on everyone, but especially hard on the elderly who have been isolated from the emotional warmth and support of their loved ones, given the risks associated with travelling and socialising. This Holi, Surf Excel joined hands with HelpAge India to bring colours of joy to the elderly from their loved ones, thus helping them experience the warmth of a familial touch despite being apart.  The initiative brings to life the central thought behind the #RangAchheHain​ campaign – that ‘colours can bridge emotional distances and bring hearts closer, despite physical distancing’.
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