ï»ż

Top Story

Home >> cannes-lions >> Article

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

14-June-2018
Font Size   16
Cannes Lions 2018: Lodestar nominates Sindoor Khela and Samsung-NDTV content partnership

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’.






Chief Content Officer, Eros Group, on Eros Now's first original comedy series, reception to its short form content and code to crack original content strategy

The new Head of Office for FCB Ulka Bengaluru on her vision for the agency, her role in shaping brands over 16 years, and why it is important to have fun in advertising

Strategy Head, Zirca Digital Solutions listed out key aspects of a good content marketing strategy and performance indicators for successful campaign

Richard Ingleton, Group CEO, Kantar Insights, says it is not right to associate market research with just survey

right
left
MINDSHARE BAGS TOP HONOURS @INDIAN CONTENT MARKETING AWARDS 2018 REALTY+ ORGANISES ITS 10TH CONCLAVE & EXCELLENCE AWARDS WPP CELEBRATES WINNERS OF BRANDZ 75 MOST VALUABLE INDIAN BRANDS IN MUMBAI MATHRUBHUMI LAUNCHES NEW VENTURE WITH MATHRUBHUMI MEDIA SCHOOL MULLEN LOWE LINTAS GROUP, OGILVY DOMINATE IAA AWARDS FOR CREATIVE EXCELLENCE THE AD CLUB RECOGNIZES INDUSTRY-LEADING BRANDS AT MARQUEES 2018 IN MUMBAI VIACOM18 SHOWCASES ITS NEW MULTI-LINGUAL WEBSERIES, THE VOOT ORIGINALS @MUMBAI EXPERTS PICK THE BEST OF CONTENT MARKETING AT JURY MEET FOR ICMA 2018 RAJDEEP SARDESAI LAUNCHES NEW BOOK ‘TRACKING INDIA IN THE MODI ERA’ AT DELHI CHLOROPHYLL ENTERS ITS 20TH YEAR CELEBRATING WITH FRIENDS AND ASSOCIATES INDUSTRY VETERANS ADDRESS ATTENDEES AT THE INMA SOUTH ASIA MEDIA FESTIVAL @DELHI RADIO CITY RECOGNIZES BUSINESS ICONS AT DELHI ICON AWARDS 2018 KARAN THAPAR & SHEKHAR GUPTA DISCUSS JOURNALISTIC ETHICS AT THE PRINT’S ‘OFF THE CUFF’ WOMEN ECONOMIC FORUM AWARDS 2018 RECOGNIZE WOMEN LEADERS OF THE DECADE THE 6TH EDITION OF IAA AWARDS RECOGNIZES THE WORK OF INDUSTRY PROFESSIONALS 11 INDUSTRY EXPERTS PRESENT  THEIR FAVOURITE DIGITAL CASE STUDIES @AD CLUB’S ‘D-CODE BUSINESSWORLD LAUNCHES 14TH EDITION OF MARKETING WHITEBOOK IN MUMBAI INDUSTRY VETERANS CHEER AS ADMAN AMBI PARAMESWARAN LAUNCHES NEW BOOK SPONG AAAI HONOURS VETERAN ADMAN RAM SEHGAL WITH THE 2018 LIFETIME ACHIEVEMENT AWAR PITCH TOP 50 BRANDS 2018 AWARDS COMPANIES WITH BEST MARKETING PRACTICES

Your weekly news roundup, a summary of some of the stories to keep an eye on

He joined the company in 2016 as Head of India and South Asia at Discovery Network

From Head & Shoulders, Colgate and Vivel Soaps to Prega News and Airtel, Kareena has been the face of several brands