Cannes Contenders 2023: BC Web Wise

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

May 23, 2023 09:29:00 AM | Article | Campaign India Team Share -

India had a great run at the Cannes Lions International Festival of Creativity in 2022, with a total of 47 metals.

We start the build-up to the 2023 edition, with our annual Cannes Contenders series.

Campaign India aims to 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.

BC Web Wise has two such entries:

FlowGuard Plus - #ShareALitre

FlowGuard Plus CPVC, the world’s number one CPVC plumbing system, has been delivering safe; clean drinking water to millions of homes across India. However, nearly 50% of Indians lack access to clean and safe drinking water, FlowGuard Plus was looking to make a difference in the lives of those who experienced water scarcity.

With nearly 50% of India’s population lacking access to clean and safe drinking water, Maharashtra (a major state in India) was experiencing a water crisis of unprecedented proportions.

The women of Umberwadi, a remote village in rural Maharashtra were forced to walk long distances to access water, with water-borne diseases rampant. Most of the children in the village were also compelled to spend long hours collecting water for their families, instead of attending school.

As a brand which took its corporate social responsibility seriously, FlowGuard Plus was

looking to make a difference in society. While the brand frequently sensitised its audience on

water shortage, on World Water Day 2022, we got our online community to make an actual difference in the lives of those who experienced water scarcity.

We ran promoted posts targeting the brand's fans as well as other audiences who were

interested in social causes.

The campaign was further amplified by Garvita Gulati, the ‘Water Girl’ of India, who helped in

driving awareness of the campaign.

Pentonic - #RogueAI

Something game-changing happened in December 2022. Hype was unleashed as OpenAI launched its ChatGPT service. And 2023 opened a whole new world for netizens, and ChatGPT became the talk of the town. Amidst these growing discussions, Linc saw an opportunity to leverage AI to make its category relevant. The objective was to create engagement around Pentonic and highlight the importance of human creativity in the age of AI by reiterating the power of the pen.