India's Best Bets at Cannes Lions 2017 (Part IV): BBDO India, Medulla Communications and FCB Interface
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 three of India’s leading creative agencies - BBDO India, Medulla Communications and FCB Interface.
Dads #ShareTheLoad’ – a movement for deeper social change spoke to dads by shining a mirror at their actions and showing them that they have the power to end the cycle of gender inequality by sharing the load. As more people in India saw, shared
and spoke about the message, Ariel launched the ‘Share the Load’ pack with a unique calendar that divided the laundry task between men and women equally, by marking odd days for men and even days for women to do the laundry. These and other actions by the brand led to some profound changes in social behaviour and impact on the brand. Over 2.1 million men pledged to share the load. Dads #ShareTheLoad created a movement that resulted in 65 million views, 2.6 billion impressions. Sales went up by 105% and engagement by 4.6 times (the highest ever).
Weeks before the board exams begin, PepsiCo India rolled out a thought-provoking campaign raising the issue of examination stress among teenagers which often leads to depression and suicidal tendencies. Titled ‘Release the Pressure’, the digital film is a powerful appeal to parents to support and motivate their children. The film crossed 25 million views in just three weeks of its launch. Mirinda introduced a set of 11 million bottles recently, where the labels of each feature an open letter written by teenagers across the country. The labels also carry a number for people to call and pledge their support to the cause. With the ‘release the pressure’ commitment on 11 million bottle caps, the brand is encouraging more parents to pledge for change.
Brand: Indian Association of Palliative Care
In India, even talking about death is taboo. Even terminally ill patients and their families don’t discuss death, let alone palliative care. The fact is that palliative care helps patients and their families get comfortable with death, accept it and even laugh about it. As proof and demonstration of what palliative care does, the agency partnered with terminally ill patients to perform a series of stand-up comedy shows, trained by professionals, for their doctors, families and other unsuspecting audiences. The footage from these shows became the ‘Last Laugh’ campaign’s digital video, which went viral with over three million views. The campaign received 300 million impressions. It is being entered in Lions Health, Cyber, PR, Film Lions and Entertainment Lions categories.
“After being awarded the ‘Healthcare Agency of the Year’ at Cannes last year, Medulla’s follow-up campaign on one of the most awarded Indian campaigns of 2016 – Last Words (For IAPC) has the agency demonstrating the use of palliative care in a unique way which is by laughing at death. The other two campaigns that we’ve entered at the Cannes Lions this year are for Regaine, J&J’s brand to tackle baldness – the “Hairvertising” campaign for consumers and the “Hardworking Minoxidil” illustration-based campaign for doctors,” says Amit Akali, Chief Creative Officer, Medulla Communications.
Brand: Kamasutra Super Thin Condoms
In India, the pull-out method is the most preferred contraceptive among couples as a lot of Indians are allergic to the ‘latex’ feel. However, this is a highly unreliable method of contraception. By dramatising the unreliability of the pull-out method, Kamasutra offers a solution ++ SuperThin condoms that protect without the latex feel. The agency has entered the ad in categories like Outdoor Lions; A04: Billboards & Street Posters: Cosmetics, Toiletries, Healthcare & Pharmacy, B04: Indoor Posters: Cosmetics, Toiletries, Healthcare & Pharmacy and Print & Publishing Lions, A06: Print: Healthcare & Pharmacy
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.
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