Cannes Contenders: Ogilvy & Mather Mumbai
How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges…
Ogilvy & Mather Mumbai
On August 31, 2015, Reshma Khureshi, an acid-attack survivor from Mumbai took India by storm when she started sharing beauty tips in a series of beauty vlogs called ‘Beauty Tips by Reshma’. She ended each of them with the most important tip – sign the petition addressed to Mr. Narendra Modi, the Prime Minister of India, to enforce the ban on over-the-counter sale of acid.
Ogilvy & Mather Mumbai
Fevicol has always stood for ultimate bonding, bonding beyond its physical manifestations, bonding of culture and humanity. And this ad redefined the idea of bonding. The film took the festival of Govinda, (Lord Krishna’s birthday) which is celebrated across the country. People make human pyramids to climb and break the clay pot which is symbolic of Lord Krishna stealing buttermilk from the Gopis (or Gopikas which in Sanskrit refers to a person in charge of a herd of cows). Fevicol in its tongue and cheek humour created a hyperbole by making a pyramid that even moved from one location to the other. Through the trademark ‘humour’ that Fevicol ads are known for, this story reinforced the promise of a strong bond that binds people to their culture, strengthening it’s positioning of being the ultimate adhesive.
Ogilvy & Mather Mumbai
People’s perception about Rajasthan had been reduced to forts and palaces. However, this one-dimensional image was far removed from its vibrant reality; which includes culture, wildlife and rich history. So the idea was to create a logo that reminded people of its diversity. Hence, we combined the two most ubiquitous visuals of desert: camels and birds to create the logo. One quick look, and the viewer saw neither bird nor camel, but instead the famous Rajasthani moustache. The logo served to drive home a simple message, look beyond the obvious and you will discover magic!
Ogilvy & Mather Mumbai
During the Ganesha festival millions of Lord Ganesha idols are immersed in the sea as per tradition. Most of these idols are made of toxic materials like Plaster of Paris, lead, zinc and mercury, which pollute the sea and kill the fish. As a solution, Ogilvy & Mather created innovative Ganesha idols out of vegetarian fish food using soya, spinach, corn and wheat. And painted them with natural food colours like Fuller’s Earth, Turmeric and Earth Colour. Giving people a great alternative that doesn’t pollute the sea, but is consumed by the
fish instead.
Want to showcase your agency’s best chances at Cannes this year? Open to all Asian based agencies entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances at this year’s festival. Include a link to the case study/TVC or supply jpegs if it is print.