BBDO India takes 'HornVrat Auto’ and #ReleaseThePressure to Cannes

#ReleaseThePressure campaign for Mirinda has already bagged a Silver in the PR Lions (Integrated) category at Cannes Lions 2017.

e4m by exchange4media Staff
Updated: May 22, 2018 9:42 AM

BBDO India is nominating two campaigns to the Cannes Lions International Festival of Creativity this year. 'HornVrat Auto’ campaign for the Awaaz Foundation and #ReleaseThePressure for Mirinda are headed to Cannes in 2018. #ReleaseThePressure for Mirinda has already bagged a Silver in the PR Lions (Integrated) category at Cannes Lions 2017.

Release the pressure

In this powerful campaign, Mirinda lent a voice to teenagers and the important issue of exam pressures and stress. The campaign did manage to strike a chord among the audience in a big way and has already bagged a silver in the PR Lions (Integrated) category at Cannes Lions 2017. This was further built up yet again with the launch of the second leg of the campaign. Inspired by focused group discussions conducted across the country with students, the film hopes to be a mirror for society and aims to bring attention to students’ distress. It features real teenagers and focuses on the issues of parental pressure, and what happens when parents constantly compare their children to peers, neighbours and siblings.

HornVrat Auto

The campaign for Awaaz Foundation started on January 27 from Mumbai's Gateway of India from where an auto rickshaw ventured out on Mumbai roads decorated with multiple blow horns and urging people to refrain from honking. The three-wheeler travelled across the city to create awareness. More than 80 people from the Foundation and members of the Mumbai Rickshaw Men’s Union congregated at Bandra Kurla Complex for the next leg of the campaign. Maruti Suzuki sponsored one lakh autorickshaw stickers, which urge people to post their pictures as they take the #HornVrat as well as post their views on social media sites using the hashtag.

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