What Dentsu and VMLY&R have to say on “similar’ entries for Cannes Lions

Both Dentsu and VMLY&R submitted entries to the Cannes Lions competition for a campaign that bore striking similarities. The entries were for different clients but had remarkably similar concepts, visuals, and messaging. The controversy arose when it became apparent that one agency had potentially derived inspiration from the other, raising concerns about the originality and integrity of the work submitted. The campaigns in question are Dentsu's Mortein - 'Suraksha ka Kaala Teeka' and VMLY&R's Maxx Flash - 'Arogya Bindu.' Now, the agencies responsible for these campaigns have raised doubts about their authenticity and credibility.

Dentsu Creative India and Mortein have collaborated to launch a new initiative called 'Suraksha Ka Teeka' to combat malaria in Bareilly. The campaign aims to utilize the traditional Indian practice of applying 'kala teeka' (black mark) on the foreheads of infants and toddlers. This practice has been reimagined as 'Suraksha Ka Teeka.' As part of the campaign, Dentsu Creative has distributed specially manufactured 'teekas' to households in Bareilly. The company claims that these teekas act as repellents and protect young children from mosquitoes.

Similarly, VMLY&R's Arogya Bindu campaign for Maxx Flash has also developed a 'kala teeka' that can be used by others to safeguard their children from mosquitoes.

Dentsu, in a statement shared with Adgully, said, “Mortein, one of the most widely used insect repellent brands has collaborated with Dentsu Creative & Malaria No More to introduce Suraksha Ka Teeka, a groundbreaking product that transforms a centuries old tradition into an effective weapon against Malaria. Through extensive research and development at Mortein’s Advanced Research Lab, the teeka mixture has been expertly reformulated with specialized ingredients to serve as a natural insect repellent.”

The statement further noted, “Suraksha Ka Teeka was specifically designed to safeguard infants and young children from the threat of malaria, with utmost attention given to their safety and compliance with all regulations pertaining to small-scale market distribution. Recognizing the significant impact of malaria in Bareilly, one of the most severely affected regions, it was chosen as the primary location of our dedicated efforts to support the local community. The product was distributed to mothers through a comprehensive awareness campaign.”

Meanwhile, when approached by Adgully, a VMLY&R India spokesperson said, “Arogya Bindu has been lab tested and certified. It has been distributed across villages in Maharashtra and Gujarat along with an education and awareness campaign. It is currently available for purchase at grocery stores in several districts, as well as on IndiaMart for wholesale buyers.”

The spokesperson further added, “This product is a natural extension of The Killer Pack, which VMLY&R and Maxx Flash launched last year. The Killer Pack is a bio-degradable and mosquito-repellent packaging solution to keep India safe from mosquitos both inside and outside the home.”

“This year, VMLY&R and Maxx Flash continue their mission to empower mothers to protect their new-borns effectively. The objective is to encourage the adoption of mosquito-repellent habits by leveraging existing consumer behaviour that's rooted in culture,” he said.

Both of these campaigns have been entered into the Cannes Lions Branded Experience categories. However, there is now speculation about how Cannes will address the situation, as both agencies have responded and raised doubts about the legitimacy of each other’s products.