Campaign India Team
May 08, 2023

Cannes Contenders 2023: Wondrlab

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Cannes Contenders 2023: Wondrlab
 
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.
 
Wondrlab has two such entries:
 
Spotify - The Unheard Playlist
 
 
Women artists are underrepresented in the Indian music industry. On International Women’s Day, Spotify wanted to highlight this underrepresentation and drive conversations in the music industry. So, on 8 March, Spotify and Sony Music dropped the ‘The Unheard Playlist’ on Spotify. Featuring the most popular Indian duet songs ever, in Hindi and other regional languages. But with a twist. The female vocals were omitted from the duets.  And as people were left wondering what they just heard. The message was revealed by the respective women artists (the biggest in the industry) whose vocals had been removed from their duet songs- “Couldn’t hear my voice? Felt strange hearing my song without my voice? Just like this track is incomplete without our voice, the Indian women industry is incomplete without women artists. This Women’s Day, spread our songs, support women artists, make us heard…” Starting a conversation on the underrepresentation of women in the Indian music industry. We silenced women’s voices to make them heard. 
 
BharatMatrimony.com - Artificial Love
 
 
Bharat Matrimony is the world’s largest online matrimony service for Indians, which has facilitated millions of marriages. But the youth had begun to question marriage. Government data showed a 33% increase in singles under 30 years between 2011-2019. A clue emerged in GWI data - one in three young Indians believed there is too much pressure to be perfect on social media. Was the digital world creating pressure for perfection, that was affecting real-life partner evaluation?  
 
This was the time when the world was abuzz with Elon Musk’s tweet on ‘scary good’ ChatGPT, and whether it would make humans redundant. The time was right for Bharat Matrimony to tell its story of how real-life love stories don’t need artificial perfection standards.  
 
They found the perfect occasion to do this - Valentine’s Day, and the perfect messenger, Aaditya Iyer, an artificial influencer that lived on Instagram for 10 days. He and his world were created by AI tools like Midjourney and ChatGPT. He was perfect in all ways. But on 14th February it was revealed that he was not real but a work of AI. Successfully driving home the point that while there is no perfect person, there is someone perfect for you, waiting to be found on Bharat Matrimony. 
 
 
  
 
 
  

 

Source:
Campaign India

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