Stars of India
The biggest Indian winner at the 2017 Cannes Lions Festival of Creativity was McCann Worldgroup, which came home with 15 awards. Its most successful entry, in partnership with Afghanistan’s public-health ministry and McCann Health, was ‘The Immunity Charm’, which won four Health Golds and the coveted Grand Prix For Good. Epitomising the trend for Indian-led purpose-based campaigns, ‘The Immunity Charm’ was a brilliantly simple idea that helped boost immunisation rates among young children.
Ogilvy & Mather won nine awards last year, including two Golds, two Silvers and five Bronzes. Particularly successful was ‘Healthy Hands Chalk Sticks’ for Savlon. In this case, the chalk sticks that children use to write with at school were infused with soap, forcing them to wash their hands properly before sitting down to lunch.
Proof that India is able to deliver ads that are both strong on craft and pack a social punch was Wieden+Kennedy India’s ‘Da Da Ding’ commercial for Nike. A Gold winner in Film, the stylish ad portrayed Indian women running, dancing, boxing and playing field and court sports, blowing away the stereotypes connected to Indian women and sport.
Cannes Lions juries can look forward to seeing more great Indian work this year. P&G’s Whisper is back, with ‘#WingsToFly’. Entered by Mediacom, the campaign aimed to alert mothers to the fact that lack of sanitary protection harms girls’ prospects at school. Working with health experts, gynaecologists and media influencers, Whisper was able to reach more than three million women.
OMD also has an interesting gender-themed entry from Indian cooking oil Dalda. The ‘#PehleTum’ campaign addresses an out-dated custom that sees women eat their meals after everyone else in the family by encouraging men to offer the first bite of a meal to the women of the house.
Gender roles are also challenged in ‘#PenguinDads’, a Dentsu Webchutney campaign for Flipkart that urges fathers to take a more active role in parenting.
• The full article can be seen in an edition of the Lions Daily News which is published daily in print, in Cannes, and here online from June 17 to June 22