We hope our winning streak continues in Cannes: Dooj Ramchandani, Blink Digital
Ramchandani, Co-Founder, Chief Creative Officer, Blink Digital talks about their campaign entries and expectations for Cannes Lions 2019
As the advertising fraternity gears up for Cannes Lions 2019, many agencies are waiting in anticipation to know the verdict for their respective entries, Blink Digital, a leading independent agency based in Mumbai is one of them. They have sent in two entries for Cannes Lions this year for their work on Amazon Echo and KFC India. Both the campaigns entries have won at the 2019 editions of The Webbys and the One Show earlier this year.
We at exchange4media spoke to Dooj Ramchandani, Co-Founder, Chief Creative Officer, Blink Digital about their campaign entries and their expectations for this years Cannes Lions 2019.
Expectations for Cannes Lions 2019
Personally, for us, we are optimistic about winning at this year’s Cannes Lions. Our optimism and good cheer come from the fact that we did very well at the Webbys and The One Show earlier this year, which are two very tough nuts to crack. We hope the winning streak continues into Cannes.
The success of the campaign entries, impact of the ad campaigns and the ROI received for the brands
For KFC India’s ‘Kentucky Flying Objects campaign’, we got 23.9 billion global impressions and 1 million online engagements. KFC India saw a 1400% rise in the sales of its Smoky Grilled Wings during the campaign period.
The Amazon Echo campaign saw a reach of 7 million, with a 32.6% lift in ad recall. There was a 27.8% increase in awareness, too. The campaign created a strong association of music with Echo, with no money spent on music licensing.
The insight and the brief of the campaigns entered by KFC India
KFC wanted to launch a new product in the Indian market–the Smoky Grilled Wings–co-incidentally around Makar Sankranti and wanted to drive anticipation and awareness around it. Makar Sankranti is one of the biggest harvest festivals in India where people celebrate by kite-flying. We wanted to give consumers the joy of flying something more than a kite, so we created the KFO, a limited edition packaging for the Smoky Grilled Wings where the box could be made into a DIY drone.
Echo, an Amazon-developed smart speaker enabled with AI assistant Alexa had to be launched in India where people had to be made aware about the product category, the Echo’s uses, and how the AI assistant can make their lives easier. Basis of our research, we concluded that the best way to market an AI-powered smart speaker to the audience would be by highlighting its core usage: playing music. And so, we took YouTube India’s biggest music streaming platform and turned it into Alexa’s personal music repository. By making creative use of targeting, we showed how it could play any song on YouTube via customised pre-roll ads.
Any creative work from India or on a global scale that you would like to see win big this year?
Libresse’s ‘Viva La Vulva’ was a brilliant piece of work, in my opinion. It was very well executed, too.
Some of the category shortlists are already out. Many Indian entries haven't been shortlisted with the exception of one until now. What makes our Indian campaigns stand out? What can agencies do to improve?
Just three shortlists are out so far; most categories won’t announce until the festival begins, so I’m still very optimistic about Indian advertising. Especially since we have been doing quite well for the last few years. But to answer the other questions, I’d say Indian agencies rely too much on showing India as a poor, third world country. Trump has ended the preferential trade for India by stating that it is no more a developing nation, RBI is constantly cutting Repo Rates, our GDP is on the rise–these are all signs of a growing economy. Yet, advertising agencies are intent on showing a different narrative that isn’t really representative of India’s growing, dynamic nature. I think it is high time agencies start getting creative and produce increasingly creative intelligent work. I believe that this ‘victimising-of-India’ narrative may not work for very long.
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