Cannes Contenders 2022: VMLY&R India

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

May 25, 2022 04:05:00 AM | Article | Campaign India Team

After a two-year gap, the Cannes Lions International Festival of Creativity will be hosting an on-ground event in 2022.
Global creative work will be celebrated from the industry through its red carpet awards nights between 20-24 June.
As always, Campaign India will lead the charge from this region by showcasing all of India's entries to the festival through our 'Cannes Contenders' series. 
This is based on the premise that Cannes jurors don’t get enough time to scrutinise and deliberate 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 work from this region which is competing at the Cannes Lions this year.  
VMLY&R has two such entries:
Brand: Ageas Federal Life Insurance
Entry title: Young Sachin
To inspire children to follow their dreams, Ageas Federal Life Insurance de-aged 50-year old cricket legend Sachin Tendulkar into a 11-year old boy using Deepfake AI technology. In the film, Young Sachin records himself on a VHS camera and muses on the questions he is facing as a child and then pledges to work hard to become better at his game. The film took more than four months to complete and involved a complex customised AI process because of the total lack of photos and videos to train the AI.


Client: Hindustan Unilever
Entry title: Smart fill

Packaging is a brand’s face. But in India, it’s the face of plastic pollution. With its products reaching 9 in 10 Indian households, Hindustan Unilever needed a sustainable business transformation. 
Smart Fill’s unique strategy changed Indian shopper behaviour by getting people to switch to an innovative sustainable packaging alternative, even if they didn’t care about the environment. Shoppers can bring their empty bottles to stores and Smart Fill them. It’s the smarter solution that leverages the Indian cultural practice of repurposing, allowing them to save money. It works because they save, not only on packaging costs, but by purchasing smaller amounts.

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