Cannes 2016: Rediffusion, PHD win Media Lions; BBDO bags a Cyber Lion
India secured three Lions on Wednesday – a Silver and a Bronze in Media Lions and a Bronze in Cyber Lions. Indian agencies drew a blank in the Creative Data and Mobile categories.
Rediffusion Y&R’s ‘Dipper Condoms’ initiative done for Tata Motors won a Silver Media Lion. The initiative saw Tata Motors introduce a condom brand, ‘Dipper’, in a bid to promote safe sex among truck drivers in India. The name was chosen from the common line painted on the back of trucks “Use dipper at night”. These condoms, manufactured by HLL Lifecare, were distributed at different touchpoints frequented by the truckers, such as highway eateries, petrol pumps, service centres, etc.
PHD India was the other agency that won a metal in Media Lions. The ‘Lo Kar Lo Baat’ campaign done by the agency for HUL’s detergent brand Active Wheel won a Bronze Media Lion. The initiative saw the use of mobile to help married couples in rural areas stay in touch when one of them had to go away for work at a distant place. Active Wheel packets displaying a special free-to-dial phone number were distributed. When the number was dailed, the caller was asked to give the mobile number of their spouse working in another city, following which he/ she was able to speak to their spouse.
‘#DadsShare The Load’ campaign done for Ariel Matic brand from Procter & Gamble has fetched BBDO India a Bronze Cyber Lion. The campaign promotes gender equality when it comes to sharing household chores. The campaign shows a father realising how much responsibilities his daughter has to take up after marriage – both at home and at work, while her husband takes it easy at home. The father then realises that all this is a result of gender stereotyping that exists in the society, where household chores like doing the laundry, cooking and cleaning are considered a woman’s work. He mentions all this in a heartfelt note to his daughter and decides to take a positive step by helping out her mother with the household chores.