In the run up to the Cannes Lions International Festival of Creativity 2017, we take a look at some of India’s Best Bets at Cannes Lions 2017. Over the coming week, we will list some of the entries from India. Today, our focus is on two of India’s leading creative agencies: Contract Advertising India and Havas Worldwide.
Contract Advertising India
Brand: Aquanaut Dive School
Contract is entering their work ‘Water-trekking’ for Aquanaut Dive School in the Print category at Cannes. Every year, more and more Indians are going off to explore different lands. But their exploration of these lands ends with seeing only what’s on land. So, the agency showed them different countries in a way they haven’t thought of visiting by telling them that to truly experience a new land, they must also experience the world beneath it. Through this campaign, Contract showed people the water version of the land they want to see.
Their entry in the radio category is for Doubtnut.com, an application aimed at helping school students clear their doubts in Mathematics and Science through detailed video tutorials at no cost. Ashish Chakravarty, NCD, Contract, says, “The campaign uses sound and voice performances to bring out the benefit of the app and is a very nice take on Maths and other subjects, which are considered difficult to cope with. It uses radio very well to amplify the thought that kids are scared of certain subjects. It has got a great response wherever we have played it out, classic radio stuff.”
“We don’t enter more than three to four pieces at Cannes every year. We are entering more than two campaigns even this year but are very hopeful of the one for Doubtnut.com and Water Trekking. Hand on heart, I am most excited about our radio entry. The one for the diving school is beautifully art directed and has a fabulous throw but we are entering it in a conventional category like Print and I am aware it will have many other interesting pieces to compete with.”
Ashish Chakravarty, NCD, Contract Advertising
Havas is entering the campaign Mortein “Kill the Real Demons’ in PR and Promo & Activation (Use of Live Festivals and Concerts) Category. Every year, mosquito borne diseases reach a peak around the festival of Dussehra where effigies of the demon king Ravana are burnt to symbolise victory of good over evil. In 2016, Mortein, a mosquito repellent brand, had a unique solution: Limited edition Mortein Ravana packs made with ActivCards. This effigy when burnt drove away mosquitoes. So, not only did people celebrate the festival but also drove mosquitoes away.
The agency is also entering Mortein Limited Edition Dussehra Pack under Design Lions (Promotional Item Design & Special Editions & Promotional Packaging) category. Inspired by the Indian art of making a Ravana effigy, Havas used the paper cut and paste technique to build a Ravana from a Mortein ActivCard pack. Perforations were made to make it an easy DIY pack. The colors and graphics used were designed keeping in mind the traditional importance of this festival. The pack was compact and no plastic was used.
“Today, every creative person is working on coming up with ideas that use technology. You can see that at every award show. I believe, sometimes, many simple ideas, which are as creative, effective and equally remarkable, tend to get left behind on the long walk to the Palais. In my opinion, the Mortein “Kill the Real Demons” initiative and the Limited Edition Dussehra Pack will stand out in the crowd. And will, hopefully, help to remind the jury and our peers of the power of simple ideas.”
Nima Namchu, Chief Creative Officer, Havas Worldwide.
Disclaimer: The agencies have not been placed in any particular order. Many agencies missing from this list did not want to share information about their top entries.