Campaign India Team
May 12, 2023

Cannes Contenders 2023: DDB Mudra Group

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Cannes Contenders 2023: DDB Mudra Group
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.
DDB Mudra has five such entries:
MTV - BotHard
To get a Bollywood music-obsessed country interested in rap, we built an AI-based rapper BotHard, that enabled interactivity by involving people in experiencing the rap scene themselves. 
Built on the GPT3 platform, BotHard can imitate the rhyme schemes and patterns used by various rappers. When a prompt is given to it, the lyrics generated by BotHard are then converted into vocals using a text-to-speech engine and added to a rap beat. Parallelly, a lyric video is also generated to produce the final track. 
Its ability to generate rap on any word sent to it via multiple platforms like Google Assistant, Alexa, Instagram, and WhatsApp attracted tech-savvy audiences, including famous sports and entertainment personalities, which resulted in unprecedented organic traction for MTV India. 
The challenge was to balance authenticity with mass appeal while creating BotHard, making it accessible to occasional hip-hop listeners without alienating niche fans. 
The campaign's success in achieving its strategic objective of taking hip-hop to the masses was evident by the creation of over 350,000 rap videos and a 9-fold increase in digital views for MTV Hustle Season 2.0, that gained over 2 billion views. 
Indeed - The Hire 
In 2017, Indeed faced the challenge of building awareness in the Indian market as a relatively new player in the cluttered sector. To differentiate itself, Indeed targeted recruiters in the fast-growing small and medium-sized businesses (SMBs) segment, who rely heavily on personal recommendations for hiring due to lack of time and resources. 
To address this issue and highlight Indeed as the platform of choice for recruiters, Indeed created a series of three films layered with humour that showcased the risks of casual hiring practices through recommendations. The campaign also included contextually targeted ads, which resulted in 168,000 visits to the employer page on Indeed and 55 million unique audiences. It saw a significantly higher click-through rate of 0.43% to 0.65% as compared to the industry average range of 0.04% to 0.08%. 
As a result, Indeed witnessed a growth rate in app installations surpassing competing brands for the first time in the brand’s history in India. In the post-campaign Q4 period, the Indeed app on average witnessed over 2.9 million downloads monthly, which was 2x more than Q1. 
BGMI - 'Machine-gun Mouth'
BGMI, leading Battle-Royale game in India tackled the negative perceptions and unhealthy gaming practices associated with gaming culture by launching a campaign that pioneered responsible gaming in India. 
The campaign engaged multiple policymakers, influencers, friends, and parents to create a holistic and non-linear approach to the solution. As a result, 90% of parents shifted positively towards the game, and 87% felt more empowered, resulting in 4M+ new gamers added to the community. The brand’s efforts also improved daily downloads and won the trust of 4M+ parents. With unhealthy gaming practices on the rise, BGMI's campaign aimed to establish a healthy gaming culture and normalize gaming reality. 
Battlegrounds Mobile India became first the first mobile gaming company in the world to promote and take measures to make the gaming ecosystem responsible and address the concern of overgaming. 
McDonald's - 'EatQual' (Creative strategy)
Stayfree - 'It's just a period' (Creative strategy)
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