Cannes Contenders: DDB Mudra Group 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…
DDB Mudra Group Mumbai
Most women hate their periods. It’s inconvenient, it’s painful and it restricts their everyday. Even more so in India. Here, girls drop out of school at the onset of periods. Women on their period are considered impure and disallowed entry into temples or even their own kitchens. And the list goes on and on. It’s all of this that continues to drag the topic of periods deeper into the dark corners of society.
But for one community of women, periods are a welcome break. These are the women in the sex trade. While periods, for them, come with the same set of biological inconveniences, they actually looked forward to it. Because it was the only time of the month where they are not forced to work.
DDB Mudra Group Mumbai
Hip-hop is the father of street culture, as we know it. And the Puma Suede is considered the most influential sneaker in hip-hop history. And that’s why for over 50 years, Puma Suede has built itself in every country by associating with its street culture.
But the street culture in India was very, very underground. So much so that the face of India’s street culture, Divine, was unknown to even his own city. So Puma decided to create it’s own street. And called it Suede Gully.
A collaboration between Divine and his friends from all walks of street culture – rappers, dance crews, graffiti artists, visual artists, street fashion gurus. Together they created India’s biggest street collaboration across 4 cities and 4 languages.
A collaboration that spoke about the struggles that the street culture goes through to express it. A thought captured in the words “Mere joote mein tu chal ke toh dekh” or “Try walking in my shoes.”
We are inviting agencies 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.