Cannes Lions 2018: Lodestar nominates Sindoor Khela and Samsung-NDTV content partnership

The campaigns were conceptualized by the agency for The Times of India and Samsung smartphones

by exchange4media Staff
Published - Jun 14, 2018 8:45 AM Updated: Jun 14, 2018 8:45 AM
Lodestar UM is betting big on the Sindoor Khela campaign and Samsung and NDTV content partnership for Cannes Lions International Festival of Creativity 2018. These were conceptualized by the agency for The Times of India and Samsung respectively.

#NoConditionsApply: Sindoor Khela – The Times of India

The campaign

The Times of India is the largest circulated daily newspaper in India. In the state of Bengal, The Telegraph ruled the roost. To win this newspaper war, The Times of India needed to connect with Bengalis, and not just as readers. One of India’s oldest festivals Durga Puja was steeped in a 400-year old tradition of discrimination. Every year, 35mn Bengali women come together in celebration to play ‘Sindoor Khela’ (the vermillion game) an ancient ritual which reaffirms their womanhood. But this national celebration of Goddess Durga comes with one big condition: No single women, divorcees, widows, LGBTQ. It is reserved only for the married. While all the other ‘forbidden’ women look on, feeling rejected. Lodestar UM created a unique Indian symbol, which every woman could adopt, and become part of a national sisterhood. They partnered with leaders of minority communities like widows, trans-genders, and LGBTQ, to release a digital film demanding acceptance. The agency joined hands with the biggest temple society in Calcutta and invited the ‘forbidden’ women to attend Sindoor Khela. To spread the message across all genders and generations, they engaged celebrities who were loud advocates of feminism. This led to unprecedented buzz and a spontaneous upsurge of demands for equality - both online and offline.



Content partnership between Samsung and NDTV

The campaign

Samsung straddles across segments facing intensive competitive pressure from Chinese brands, with disproportionately high media impetus, and battling against ‘iPhone’ to drive premium imagery. While, most advertisers emphasise on a single proportion of ‘Selfie Camera’, there isn’t any differentiation in their product offering which makes them superior. Samsung started to feel the heat from competitive brands leading to a decline in key score – ‘Proud to Own’. Lodestar UM diligently studied the audience and drilled out actionable insights. Focused groups, research tools and audience archetypes revealed – ‘new technology lured early adopters’. Their proprietary research tool ‘Moments’ tapped into social listening to identify apropos touch-points. News and digital emerged as leading platforms that helped them stay connected, informed and be tech exhibitionists. News, as a medium, is treated seriously and consumed widely but provides little scope for innovation. Disrupting industry norms, the agency came up with a path breaking idea and partnered with NDTV- India’s first independent News Channels’ Network. Thus an alliance was conceived between two brands, Samsung and NDTV, known to be innovative, trustworthy and leaders in their respective categories; NDTV content now being filmed on ‘Samsung Smartphones’.






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