Hope to see our work win at Cannes Lions 2019: Unmisha Bhatt, Tonic Worldwide
Bhatt, Chief Strategy Officer of Tonic Worldwide, talks about their expectations from Cannes Lions festival this year, the campaigns that they have entered in and more
This year for Cannes Lions 2019, digital marketing agency Tonic Worldwide has sent six of its creative campaigns. These clutter-breaking campaigns are MTV Woofer, Liva Eco - The Last Mile of Sustainability, Liva Fluid Fashion- The Responsible Smart Mirror, Flying Machine- Power Pockets, Kotak 811- India Invited, and Filmykaant.
Cannes Lions will commence on June 17, 2019 and will go on till June 21, 2019. The festival of creativity will see biggest and boldest brands from around the globe compete with each other to win a Lion. As we await the verdict of the entries sent out from India, exchange4media spoke to Tonic Worldwide’s Chief Strategy Officer Unmisha Bhatt about their expectations from the festival this year, the campaigns that they have entered in and more.
Edited excerpts below:
What are your expectations from Cannes Lions 2019?
Like every year, we expect to see campaigns that will push the creative envelope and set new benchmarks for everyone. Last year, we saw brands that not only set benchmarks in creativity but also business effectiveness. For example, Today at Apple and Xbox Fanchise Model showed how brands take consumer engagement and community building to another level and also build loyalty in the process.
We also saw work where campaigns such as Trash Isles managed to move audiences at large and enabled a social change. We hope to see similar and better work this year as well from not just from larger, well-known brands but also lesser known, smaller brands that actually need creativity more than anyone else. We also hope to see more work out of India getting recognised.
Tell us about the campaigns that you have sent, and their impact & ROI
We have entered six campaigns across various categories. These campaigns were disruptive and had great results to showcase. Results varied on the basis of the objectives set for the brand. For example, for a TV channel that faces tough competition from mobile devices as well as OTT players, our IP, a character-driven chatbot around Bollywood called Filmykant, enabled the brand to embrace the mobile platform and leverage it to build deeper relationship with the consumers. With millions of fans in this organic community and thousands of unique visitors every day, we see Filmykaant not just as a community building platform but also as a potential new media vehicle for monetisation and advertising opportunities, leading to larger ROI than brand recall & engagement.
Similarly, another entry called Power Pockets saw a product innovation in the denim category that enabled more sales for the women's denim range and showcased thought leadership and better understanding by the brand of their women consumers.
Which campaigns do you think would get shortlisted?
We are seeing some really brave campaigns this year. For instance, Nike's campaign featuring Colin Kaepernick and taking a stand really paid off. Rarely do we see brands taking a strong social stand. Nike taking a bold stand while also staying true to its brand essence seems surely like a winner.
Any creative work from India or on a global scale you would like to see win this year?
Would definitely like to see India being recognised with a lot of wins. Some of the campaigns that I admire and hope to see win include Adidas' #TheRealKashmir and some of our work.
Here are soeme of the campaigns sent by Tonic Worldwide to Cannes Lions International Festival of Creativity 2019:
LIVA ECO- THE LAST MILE OF SUSTAINABILITY
LIVA FLUID FASHION- THE RESPONSIBLE SMART MIRROR
KOTAK 811- INDIA INVITED
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