Mindshare's Best Bets at Cannes 2018

The entries include campaigns for Krispy the HUL entertainment OTT platform, Hamam, Magnum, Rin, Kissan, and a sustainability campaign for BBRL.

e4m by exchange4media Staff
Updated: May 30, 2018 8:56 AM

Mindshare India has nominated seven campaigns to the Cannes Lions International Festival of Creativty in 2018. The entries include campaigns for Krispy the HUL entertainment OTT platform, Hamam, Magnum, Rin, Kissan, and a sustainability campaign for Brooke Bond Red Label tea.

Here’s a look at the campaigns:

Krispy - Cerebro: The Video Recommendations & Personalisation Wizard

Mindshare was tasked with getting Krispy the Hindustan Unilever OTT platform for entertainment 1,00,000 monthly active users and increase stickiness. Krispy is an On The Go entertainment app from HUL. Mindhshare launched CEREBRO – a data, insights and analytics driven content strategy. Every video watched was transformed into a vector of qualitative and quantitative parameters.

An in-depth analysis of content that was watched on Krispy and what people watched in India revealed that people wanted gossip about celebs. Mindshare then shortlisted 500 partners that provided content on gossip. As a results Krispy got 3.6 times the monthly active users and four times increase in average watch time.

This technological innovation is being entered in two sub-categories of Design Lions - Data Enhanced Creativity and Data Storytelling.

Hamam - Fighting for Women's Safety with a Soap Bar

Hindustan Unilever’s campaign for Hamam #GoSafeOutside sought to promote the safety of women by enabling women to safeguard themselves against all kinds of harm. The campaign shows a mother enrolling her young daughter in a self-defence class to make her self-reliant instead of holding the daughter and clamping her down in the name of protection. As part of the campaign, HUL shared self-defence videos on digital mediums. These videos demonstrated self-defence techniques set in situations that women face every day.

The campaign conceptualised by Ogilvy Mumbai has been entered in the Brand Experience and Activation and Media categories.

Rin - Save Water and It will Save You

The Hindustan Unilever detergent brand released a print ad on the occasion of World Water Day - March 22. In the image a group of villagers are seen gathering around a well that represents a bucket. The ad signals the the risk of draught and the importance of water conservation. The ad is for the brand's 'Smart Foam' technology offering.

The campaign was conceptualised and created by J Walter Thompson (JWT) - Mumbai, the campaign has been produced by Happy Finish Studios. Mindshare has nominated the campaign in the Sustainable Development Goals category.

Magnum - Unleash Your Wild Side

This campaign for the Hindustan Unilever ice cream brand - Magnum - has been nominated in the Media and Social & Influencer Categories. The campaign titled "Unleash Your Wild Side" challenged people to courageously push their pleasure boundaries. In addition Bollywood fashionistas Sussanne Khan, Malaika Arora Khan and Bipasha Basu's online fashion brand, TheLabelLife.com tied up with ice cream brand for a limited edition fashion collection to encourage consumers to wear their wild side.

Kissan Tiffin Time Table

Kissan collaborated with India Food Network curated quick and easy recipes to help mothers prepare school lunchboxes for this children. Eleven food bloggers/tiffin chefs shared tips and recipes to make lunch boxes healthy, appealing and exciting to children. For 36 weeks and running, food bloggers have been guiding mothers across India with their daily dabba dilemmas.

The campaign also invited chefs and mothers to share recipes on the website : http://indiafoodnetwork.in/kissantiffintimetable/. This campaign has been nominated in the Direct, Media, and Social & Influencer categories.

Hamam - Start Strong Tamil Nadu

With an intent to increase Tamil Nadu’s green cover HUL’s Hamam came up with Green Puthaandu initiative which was promoted under the hashtag #StartStrong with the Power of Neem. Powered by the Hindu Group, it’s a neem-tree-sapling activity which aimed at helping 10 coastal districts of the southern state that were affected by Cyclone Vardah in 2016.

The damage borne by the state during Cyclone Vardah and the December deluge, had led to the loss of over two lakh trees in Chennai and surrounding districts. This activity, therefore, targeted such localities and helped rebuild the ecosystem.

The drive was launched by planting neem saplings on the premises of ES Matric Higher Secondary School in Villupuram. So far 1,00,331 saplings have been planted.

Red Label - Walk Together for a Greener Tomorrow

Finally, Mindshare’s Walk Together for a Greener Tomorrow campaign for Brooke Bond Red Label tea has been nominated in the Sustainable Development Goals category and two Outdoor Lions sub-categories - Small Scale Special Solutions and Interactive Experiences.

Mindshare solved the problem of improper disposal of plastic tea cups on the route for the annual Pandarpur Yatra by introducing branded biodegradable cups layered with seeds. Once planted, these cups could grow into trees.

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