Campaign India Team
Jun 05, 2024

Cannes Lions 2024: India scores 3 Glass shortlists

No work from India, however, was included in the Titanium and Innovation special category shortlists.

Cannes Lions 2024: India scores 3 Glass shortlists

Cannes Lions has released its first shortlists in the special categories of Innovation, The Dan Wieden Titanium Lions for game-changing creativity and the Glass Lions for change. 

This year India was shut out of the Innovation and Titanium categories, but scored 3 of the 17 works shortlisted for Glass Lions. These shortlisted works were:

Harpic Loocator

Brand: Harpic India
Agency: TGTHR Mumbai/Reckitt
Media: Wavemaker Gurgaon
PR: Avian WE New Delhi

Harpic introduced an app named ‘Harpic Loocator’ to help users, especially women, locate public restrooms easily while on the move. This innovation, created by Tgthr Mumbai accompanies the launch of their ‘#BeFreeToPee’ campaign, which focuses on the challenges women often face in finding accessible public toilets. The campaign and app launch aim to address the significant issue of restroom availability in India, encouraging discussions on this often-overlooked topic. 

Project Farm Equal

Brand: Lay's
Agency: Leo Burnett: Mumbai

Lay's created the "Farm Equal" project on International Women's Day 2024 in Uttar Pradesh, with the help of Leo Burnett Mumbai and USAID. This initiative aims to empower female farmers by not just enhancing agricultural productivity but also addressing their specific needs. The program includes the creation of women-centric farming tools, support in navigating legal and financial systems, and access to government social programs. It also provides comprehensive training to enhance their agricultural and financial decision-making skills. 

Dabba Savings Account

Brand: ESAF Small Finance Bank
Agency: McCann, Gurugram

In India, while 35% of bank accounts are registered under women's names, they are typically controlled by men, especially in lower-income households where women often work in daily wage jobs. These women, lacking financial literacy and access, usually hide their savings in kitchen containers. To address this, ESAF Small Finance Bank created the 'Dabba Bank' project with the help of McCann, providing these women a unique and secure way to keep their personal savings truly safe. 

Last year India received two special category shortlists: Leo Burnett’s ‘Smart Farm’ for Lay's in Innovation and Ogilvy's 'The Beauty Report Card' for Dove. 

Source:
Campaign India

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