India had a great run at the Cannes Lions International Festival of Creativity in 2022, with a total of 47 metals. Now in 2023, Campaign India aims to lead the charge from this region by showcasing all of India's entries to the festival through our 'Cannes Contenders' series.
This is based on the premise that Cannes jurors don’t get enough time to scrutinise and deliberate a piece of work they haven’t really come across before. This series is a way of acquainting them with the good work from India and South Asia before their judging stint.
Wavemaker has five such entries. Ogilvy is the creative agency for these campaigns.
Cadbury Silk - Unforgettable Love Tips
India's first Valentine's Day campaign that dared to talk about rejection
Upon scanning a limited-edition Silk pack, India's top three influencers shared a unique love tip for Valentine's Day. But with a powerful twist: Each tip was matched with a healthy love tip on how to cope with rejection, anger, jealousy and other negative aspects of love.
Using digital and traditional media, influencer marketing and SEO, the campaign was deployed across 200+ cities. Young adults were led to check out the most amazing Valentine's Day ideas and hear about healthy love tips before they acted on them.
Cadbury Celebrations - #ShopsForShopless
In an ambitious first, Cadbury Celebrations used media to give every hawker in India the chance to set up their own e-commerce business.
The brand converted millions of square feet of real estate on Cadbury Celebrations packs into virtual shops where hawkers could now display their Diwali items without the hassle of looking for a physical space every day.
ShopsForShopless was created as an open online marketplace, where we provided a personal space for the hawkers to sell their products.
Unlike existing online marketplaces, the users could interact with the sellers and buy products on the platforms but also, in typical Diwali style, haggle over prices.
Cadbury 5Star - #MushDetector
While every other brand looked to celebrate love on Valentine's Day, Cadbury tapped into its iconic 'Eat 5-Star. Do Nothing' tagline and irreverent brand platform to do the opposite.
Cadbury 5Star, a brand known for its counterculture approach, wanted to continue its legacy of breaking the monotony of Valentine's Day by encouraging the youth of India to escape clichés and do something different.
While Cadbury Silk, 5-Star's sister brand, is the fastest-selling gift chocolate on Valentine's Day 5-Star lags far behind. Building on 5-Star's famous tagline, 'Eat 5-Star. Do Nothing', the brand created relevance for the chocolate during Valentine's week.
5-Star connected with GenZ, particularly those who view this day with disdain and often tend to mock the cheesiness of those celebrating Valentine’s Day.
Cadbury 5Star - #5StarEverywhere
Every year chocolate brands spend a fortune on flooding mobile apps with ads. This time around, Cadbury 5Star, the iconic 53-year-old chocolate brand, beat its competition without a single ad.
All they did was change their logo to a minimalistic graphic of five stars.
The catch?
It was specifically designed to mimic the 'rating page' found in every app. So now, every time you use any app on the planet, you’re bound to see the new 5Star logo, even though we never paid for it. A $0 digital media campaign that is seen almost everywhere, for years to come.
Cadbury Dairy Milk - Proud sponsor of the ground staff
Turning unsung heroes into stars and continuing Dairy Milk’s mission to celebrate the overlooked.
Brokering the first-ever media partnership with India’s six cricket grounds – always off limits to brands – Cadbury Dairy Milk gained exclusive access that proved irresistible to millions of fans, in the year’s biggest TV launch, in every feed, on every platform. The ground staff proved so popular, they became a media channel all of their own!
Unleashing a surge of gratitude from every corner of the country, swapping the cliches of tired sports sponsorships for a feelgood campaign that turned ground staff into valued team members and delivered record sales.
Also read:
.jpg&h=334&w=500&q=100&v=20170226&c=1)
+(1).jpg&h=334&w=500&q=100&v=20170226&c=1)
.png&h=334&w=500&q=100&v=20170226&c=1)
.jpg&h=268&w=401&q=100&v=20170226&c=1)
.jpg&h=268&w=401&q=100&v=20170226&c=1)
