Cannes Contenders: DDB Mudra Group Mumbai
In the lead up to next month’s Cannes Lions Festival, Campaign Brief Asia will be showcasing work from some of Asia’s top agencies that we hope will impress the judges…
DDB Mudra Group, Mumbai
An NGO created as a Community Service Centre for marginalized families in urban slum and rural areas, AarambhIt, wanted to help students who are not as privileged, with basic facilities, in order for them to be more comfortable at school. Most schools in Indian rural areas have two basic problems:
1) The schools didn’t have proper desks, which led to poor eyesight and a hunched back leading to bad posture and bad writing.
2) The students didn’t have bags.
We came up with a solution which tackled both these problems at one go. To make the portable desks we used discarded cartons which are economical and easily available. We then used a pre-set stencil design, which when cut and folded, created a slick desk which also served as a school bag.
DDB Mudra Group, Mumbai
Femina, India’s oldest English women’s magazine, wanted to engage with young, internet savvy women by creating the country’s first fully crowd-sourced magazine – ‘Femina, Made By You’. Inviting young women, across the country to take control of the magazine’s content, for an entire month, the ad campaign was featured in magazines, newspapers, and on the internet. An app was featured on facebook for women to send in their work. We also allowed them to chip in as editors, via Google Hangouts. And it all came together in a neat little magazine, all put together by the reader’s themselves. In keeping with the spirit of the magazine, we also crowd-sourced the advertising during the same month. Women were asked to send in letters, and get creative with it. We received over 7000 articles with only 60 making it to the issue. The rest went up on Femina’s facebook page receiving more than 12.1 million impressions. With 41,435 facebook fans it proves a 60 year old magazine can still have 25 year olds as friends.
Lonely Planet: Eye Chart
DDB Mudra Group, Mumbai
People go to tourist places and often come back having seen only the few top favourite spots at such places. The creative shows an ophthalmic eye chart that is often used to test one’s eye sight, where instead of letters, we have used drawings of places worth seeing in a particular place. Hence it becomes an ophthalmic eye chart of that particular city for a tourist. Our guess was that most people won’t be able to decipher the places shown in these eye charts beyond the top 5 or 6. The copy reads ‘See more in Paris’, ‘See more in Egypt’, ‘See more in Bangkok’. Idea being that if you read Lonely Planet, you will really know what all to see in a city since it is one of the most exhaustive and well rounded travel magazines in the world.
National Institute of Design:
3D Animation Workshop
DDB Mudra Group, Mumbai
The brief from the client was to create communication to announce the ‘Animation Workshop’ being held for students, in and around the city. To ensure that the communication was as simple as possible, yet visually stunning proved to be quite a challenge. We needed to communicate the importance of basic anatomy when it comes to animation. So we picked famous cartoon characters and developed stylised 3D models, that depicted their anatomy. The goal was to let people know that learning the foundation of 3D animation is fun and simple.
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