Isobar India takes #BruisesCanBeGood and 'The Blind Faith Upgrade' Campaigns to Cannes

The 'Bruises Can Be Good' campaign has already won two Clio's (Gold and Bronze) at the Clio Sports Awards in 2018

e4m by exchange4media Staff
Updated: May 17, 2018 8:59 AM

Isobar India is nominating two campaigns to the Cannes Lions International Festival of Creativity this year. The Blind Faith Upgrade campaign for Hotel Ramada and Bruises Can Be Good for Reebok India are headed to Cannes in 2018.

The Bruises Can Be Good campaign has already won two Clio's (Gold and Bronze) at the Clio Sports Awards in 2018. “The work that our team has put of this year has simply been phenomenal. I am very proud of the entire team who have worked on both The Blind Faith Upgrade and Reebok India Bruises Campaign, they have contributed their best to make our entries stronger for competing against some great work across the globe. Looking forward to see some more great work at the festival this year,” said Shamsuddin Jasani, MD, Isobar India.


Rebook and Isobar together addressed the issue of women safety with this campaign for Women’s Day. Reebok India wanted to extend its message of #FitToFight and ensure that every woman exhibits the fighting spirit.

Led by a social experiment, Reebok brought a group of people face-to-face with a bruised woman. Majority of the audience claimed her bruises to be a reason of physical violence, bringing to light a cruel truth – violence against women is so common in India that a bruised woman is always seen as a victim of injustice.

The end of the experiment revealed the protagonist’s identity – a mixed martial artist. Featuring her, the brand showed that for a woman who is #FitToFight, her bruises are a mark of her strength and underlined a need for self-defence education for women.

The campaign film:


With this campaign Isobar and Hotel Ramada address the issue hotel accommodation facilities for the visually-impaired.

During the annual Urs Mubarak festival, thousands of visually-impaired pilgrims visit the shrine Ajmer Shareef in Ajmer. Since the number of pilgrims and footfall at the hotel increase drastically during this period, Hotel Ramada sensed the void and wanted to cater to this segment of their consumers.

On this occasion pilgrims were introduced to the Blind Faith Upgrade and Hotel Ramada established itself as a customer-first brand. The Upgrade came with an easy-to-assemble kit that can convert any hotel room into a visually-impaired-friendly room, without making any infrastructural changes at the property. One-of-a-kind experience for the vision-impaired, the Upgrade ensured a comfortable stay for them with zero dependency on anyone.

The campaign film:

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