Campaign India Team
May 10, 2023

Cannes Contenders 2023: MullenLowe Lintas Group

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Cannes Contenders 2023: MullenLowe Lintas 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.
 
MullenLowe Lintas Group has four such entries:
 
Infosys - A boy with a rainbow heart

Infosys, a leading global organization with offices located across the Americas, Asia Pacific, Europe, Middle East, and Africa. The company has demonstrated its commitment to gender equality and inclusivity by fostering a workplace that is welcoming and supportive of the LGBTQIA+ community. As part of its ongoing efforts, Infosys launched a pride campaign in 2022 aimed at inspiring individuals to embrace their sexual identity with pride, despite societal pressures and negative stereotypes. The ongoing campaign is aimed to create a safe and inclusive environment for employees to express themselves freely and without fear of discrimination.
 
The Symbolism of the Heart and the Rainbow:
 
The heart is a universal symbol of love, and it doesn't matter what colour or sexual identity it represents. With this message in mind, the concept for the "boy with a rainbow heart" was born. The rainbow colours of the heart represent the colours of the Pride flag, which symbolizes the LGBTQIA+ community which helped us arrive at the core thought. 
 
Future Generali - Redefine Family 
 
 
Future Generali Indian Insurance has set policies and goals to foster equity, diversity, and inclusivity within the organisation, striving for equal pay and representation. However, our products did not fully align with these values. The most comprehensive health coverage did not include partners unless they were legally married, which remains unattainable for gay and lesbian couples in India.
The queer community has redefined the concepts of family and partnership according to their own experiences, challenging both legal and social norms. They have been pushing boundaries, advocating for their rights in India's Supreme Court and navigating their lives every day. Future Generali Indian Insurance wanted to stand in solidarity with the queer community, openly supporting their partners in sickness and in health. We aimed to be where our most vulnerable customers are, ensuring that our insurance products reflect our commitment to inclusivity and support for the LGBTQIA+ community.
 
Absolut - #AbsolutAlly 

Ten members of LGBTQIA+ community recount conversations, from their past, that was hurtful. Along with a simple yet powerful advice is helpful to millions in becoming more sensitive allies. 
The films find inspiration from different personalities and icons from the LGBTQIA+ community, who share experiences from their lives, for everyone to understand - the appropriate way to have conversations, whenever talking to an individual from the LGBTQIA+ community. Each film talks about a small point that comes with one of higher importance and implication - 'how to be an ally'.
 
Vim Black
 
How do we get LSM 10+ men to start washing dishes at home? If we need to get men to engage with a category they don't actively think about, we need to provoke them into a conversation. However, our provocation cannot be instructive or preachy, our provocation should be tongue-in-cheek, quirky and enjoyable, Our provocation should make men 'want' to do dishwashing!
How do we do that?
 
One of the interesting parts of 'lockdown life' during the days of Covid, was house chores being shared equally by all members of the family. However, one member, felt the need to brag about this rather than just acknowledging that chores are a way of life for everyone. We tried to address and change this mindset in a quirky, tongue-in-cheek way where we gently nudge society to consider a different perspective.
 
Here's how it happened:
 
As a brand that offers household products and is a household name in India, we had to find an innovative way to make men aware about dishwashing being their duty. So, we rolled out a special edition Vim Liquid for men branded as, 'VIM BLACK. Made for men.
 
 
Source:
Campaign India

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