India has won Grand Prix in the inaugural year of Glass Lions at Cannes Lions 2015. The campaign Touch The Pickle by BBDO done for P&G’s Whisper has managed to bring this accolade to India.
Another feather in BBDO’s cap Ariel Matic’s Share The Load campaign also won a Glass Lion.
Touch The Pickle campaign aimed to bust the taboos around period, one of them being a girl can’t touch the pickle during her period. Many women in India are not allowed to enter the kitchen, wash their hair, or go out during their period, as the myth goes women are impure during those days. This campaign wanted to break such myths by empowering women across India.
This award, launched with the support of Leanin.Org, recognises work that breaks through gender bias and shatters stereotypical portrayals of men and women. Entries can be for any product or service and designed for any medium, but will in some way represent a shift towards more positive, progressive and gender-aware communication. In its launch year the category has received 166 entries.