Campaign India Team
May 19, 2023

Cannes Contenders 2023: VMLY&R India

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Cannes Contenders 2023: VMLY&R India
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.
VMLY&R India has two such entries:
Maxx Flash - Arogya Bindu
Malaria and dengue are some of the largest contributors to India’s mortality rate of children under the age of five. Almost 50% of all these deaths are from tribal settlements that fall in lower economic groups. Their homes do not have proper windows and doors and are often unprotected from mosquitoes. 
Maxx Flash, a mosquito repellent brand wanted to help and provide an effective way for young mothers to protect their newborns. 
The objective was to get mothers to adopt the habit of using a mosquito-repellent to protect their babies without changing their traditions. 
We wanted to introduce a solution in two states reaching around 50,000 mothers at a minimal cost of $0.21 per family.
Arogya Bindu is 100% safe for the baby’s sensitive skin and protects the baby for up to 4 hours. It is made with ICMR (Indian Council of Medical Research) approved natural ingredients.
Unipads - Tea Cycle
The cultural taboo around menstruation means millions of young women in India go through their cycle without really knowing what their bodies are going through. This lack of information perpetuates a preventable cycle of silence and shame, and even leads to 23% of girls in India to drop out of school when they begin to menstruate. So, we used a comforting beverage that's part of India's DNA to open the conversation and guide them through each day of their menstruation.
Introducing Tea Cycle. A 360 calendar with 28 unique tea blends - one for each day of their period. Designed to guide girls through the physical, hormonal, and emotional changes happening during their cycle. Each tea bag not only educated them on what's happening, but also helps ease the symptoms that show up on that day.


Campaign India

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