Category: Ad Campaigns

Mumbai: Helios, the watch store for its innovative initiatives, is making waves this Pride Month with a heart-warming launch of couple’s watch gift boxes and an enchanting installation. These remarkable endeavours not only celebrate inclusivity but also embody the spirit of progress and acceptance in a world where love knows no bounds. 

As an expression of striving for inclusivity, Helios proudly announces the launch of Couple’s watch gift boxes. Curated with utmost thoughtfulness, these boxes transcend the confines of societal norms, embracing the diversity of identities that grace the tapestry of love. Regardless of gender, each box radiates with the resounding message that love knows no boundaries. Whether it be a harmonious pairing of him/him, her/her, or him/her, these painstakingly designed offerings applaud the spirit of these diverse relationships.

Gone are the days of exclusionary watch boxes; Helios explores a realm where love’s infinite possibilities shine through exceptional craftsmanship and unparalleled elegance. With their visionary approach, Helios ensures that every couple can proudly wear a timepiece that symbolizes their unbreakable bond, rising above societal expectations and celebrating the true essence of their love.

With Couple’s Watch Boxes that encapsulate the spirit of love beyond defined boundaries, Helios redefines what it means to honour and commemorate the profound connections shared between individuals, sparking a revolution that celebrates the beauty of love in all its forms.

Extending the vibrance of pride month, the awe-inspiring installation at the heart of this celebration masterfully blends symbolism, creativity, and an unwavering message of significance. The photo booth, instilled with an impeccable eye for detail, stands as a testament to the enduring power of freedom. Adorned with resplendent wings, evoking a sense of majesty, it becomes a visual embodiment of the essence of liberation. Set against a backdrop hosting a kaleidoscope of pride hues, this creation travelling across Helios stores in Bangalore proudly displays the resounding mantra: “#TickingWithPride.” Imparting an invitation for introspection, this initiative reminds us of the indomitable truth that every individual holds the inherent right to embrace love in its purest form, free from the constraints of gender or societal expectations.

Imbued with a sense of artistry, the installation is created with over 2000 watchstraps, cases, and dials, sourced from various Helios stores across the country. Driven by a steadfast commitment to sustainability, Helios embarks upon a transformative journey by repurposing these elements, endowing them with a renewed purpose in this waste to wonder masterpiece. Every stroke of this creation narrates a story, intertwining art and innovation, leaving a memorable mark on the senses and evoking a profound sense of admiration for the boundless possibilities that arise at the convergence of creativity and conviction.  

Commenting on the initiative, Titan Company Ltd. head – retail, watches and wearables Ajay Dwivedi expressed his enthusiasm, “We are elated to celebrate Pride Month with these remarkable initiatives. By launching a couple’s watch gift boxes and showcasing the empowering installation, we aim to foster a sense of belonging, acceptance, and love for the community. This not only represents a significant step forward for inclusivity but also serves as a reminder of our commitment to embrace and empower the diversity that makes each individual unique.”

An homage to the power of love in its myriad expressions, Helios invites everyone to stand united in the journey towards equality and acceptance, embracing the beauty of love in all its magnificent forms.

Mumbai: Fibe (formerly known as EarlySalary), one of India’s personal loan apps, has unveiled its newest commercial campaign, featuring Tahir Raj Bhasin. To connect with today’s young generation and spread the reach of its financial services across the country, the actor was appointed as the brand ambassador of Fibe in 2022. 

The campaign highlights Fibe’s personal loan offering as a quick and easy solution for all your big and small life upgrades. It builds on the success of the previous brand film #PaiseWaliVibe, featuring Bhasin discovering Fibe’s offerings to fuel all his larger-than-life upgrades. In the new films, he realises that many people use immediate cash to fulfil their everyday needs. The joyful tone of the brand is present in the films, which highlight a variety of relatable situations that young millennials and GenZs encounter as well as how personal loans may improve people’s lives. It has three different ads that demonstrate how easy it is to use Fibe to pay for a weekend getaway, a 65-inch TV for the family, or a new phone for oneself. Thus, affirming the company’s claim to give customers immediate cash with no questions asked. VeryBusyPeople is the creative team behind these advertisements. 

The #PaiseWaliVibe campaign, which started in October 2022, had a significant impact by reaching 5 crore new customers and serving 14 crore impressions. This time again, Fibe is targeting various digital platforms, including Facebook, LinkedIn, Twitter, Instagram, and OTT platforms. The campaign will also be featured on Fibe’s affiliate partner websites and aggregator platforms to reach a wide audience.

Speaking on the launch, Fibe founding member & director – marketing Sudesh Shetty said, “The first #PaiseWaliVibe campaign highlighted the brand as a hassle-free solution for any credit need, no questions asked with a series of larger-than-life scenarios. While we continue to reiterate the promise in the second campaign, we do so by showcasing various real-life aspirations of millennials & GenZs and how Fibe’s personal loan can help fulfil them, with a touch of delightful humour.” 

Speaking about the new campaign with the brand, Bhasin said, “After witnessing a positive response to the first campaign, I am thrilled to be a part of Fibe’s second set of campaigns. It’s heartening to be associated with a brand that is committed to empowering people and transforming their financial journeys. We are excited to showcase the power of Fibe’s offerings in fulfilling the diverse aspirations of young individuals, making their aspirations truly attainable. Fibe has recently rebranded from EarlySalary as a testament to its effort to provide a hassle-free financing experience to its consumers. The name signifies a step towards embracing a superior customer-centric approach, placing an exceptional customer experience at the heart of its business model.”

Mumbai:  Kantar, the world’s leading marketing data and analytics company tested more than 13,000 creatives for its clients around the world in 2022. Over 10% (1,400+) of those creatives were tested in India alone.

Kantar unveiled the ads that were most effective and creative across India in 2022. What makes these awards unique is that consumers are the jury. As people control a brand’s fortunes through their spending power, their voice decides what is effective advertising. The India report shortlisted close to 400 ads, tested across categories, markets, TG’s and media channels.

Across television ads tested in India, Kantar has awarded standout performers across 7 categories- Food & Beverage, Personal Care, Technology, OTC, Home Care, Services and Short Format (under 15 seconds). Kantar had also introduced an ‘Un-stereotype’ category last year, which focuses on celebrating gender progressive advertising. This category has been included this year as well.

Creatives for the digital medium are also a growth area for brands and will continue to be so in the future as well. For bringing to life the exciting storytelling possibilities in the digital world, Kantar has awarded a standout performer for digital this year as well.

All ads exemplify essential characteristics of being creatively engaging and landing persuasive stories that enhance brand sales.

Here are the Kantar Creative Effectiveness Awards 2023 India Winners:

Medium	Award Category	Corporate	Creative Agency	Brand	Creative
TV	Food & Beverage	Hindustan Unilever	Ogilvy	Red Label	Hospital
TV	Personal Care	Honasa Consumer	Korra Pvt Ltd	Red Label	Shaadi Wala Glow Everyday
TV	Services	Burger King	Black Pencil	Burger King	Rs.50 Stunner Menu Stuns Hrithik Roshan
TV	Home Care	Hindustan Unilever	Lowe	Surf Excel	Holi
TV	OTC	Haleon	Leo Burnett	Iodex Ultragel	Iodex Ultragel IPS
TV	Technology	Google	Lowe Lintas	Google	Voice Search Director
TV	Short format (15 sec or less)	Godrej Consumer Products	Bates Chi & Partners Jakarta	Kala Hit	Dark Side of Mom
TV	Un-stereotype	Hindustan Unilever	Ogilvy	Bru	Bru New Pack – Photograph
Digital	Link for Digital	Welspun	Ogilvy	Welspun	Welspun QuikDry Towel Ad

Commenting on this year’s findings, Kantar managing director & chief client officer- South Asia insights division Soumya Mohanty said, “Our research has found that the most creative and effective ads generate more than four times as much profit as those which score low on effectiveness measures. So cost effective ad testing is possibly a much better option that a costly mistake of airing a wrong ad. Our winners exemplify how testing can progressively refine the ad ultimately leading to better brand results.

Kantar head of creative domain & executive vice president- South Asia, insights division Prasanna Kumar added, “With short-form advertising on the rise in India, brands face the task of adapting to newer advertising structures and storytelling styles. Short ads, designed for 15 seconds or less, now require meticulous scripting and visualization to captivate audiences and meet higher standards for entertainment and engagement set by rampant popularity of short-form video content on social media platforms. To cut through content clutter and grab consumer attention in this rapidly changing landscape, pre-testing plays a crucial role for brands. It enables them to develop ads that have a strong impact and are memorable, while also providing valuable insights and learnings along the way.”  

Key highlights from this year’s report:

1  Creativity needs to connect intuitively to the brand:

The Brand Magnifier ensures meaningfully different cues & story for advertisements. Brand cues established through consistent use, over time and across multiple channels:

• Distinct styles or visuals
• Music or Sound
• Slogans or Jingles
• Brand icons, spokespeople, celebrities

2  Creativity needs to connect natively in each environment:

The best context is not always the one you’d expect. It is important to stand out among the other content. Customising creative as per platform makes a massive difference to viewing and impact

3  Creativity needs to connect each experience coherently:

Coherence is key to creative performance-

When the creative is customized to platform and integrated cross platform, it gives far better results-

4  What Bharat wants: a higher relevance to their context:

Product first, entertainment next.
Payoffs to be anchored to category needs.
Avoid complexities and deliver clarity.
Signal cultural familiarity and affiliation.
Challenging loyalty harder than breaking clutter.

5  Creativity needs to impact in 15 seconds: Key themes across Impactful 15 secs:

Sharp: Focus on key moment of truth. 

Singular: One key reason to consider or reason to believe.

Vivid dramatization: Brings in both engagement & memorability of the message.

Creative visualizations of the product: Distinctive, dramatic (retained from longer edits), how it works, ingredients etc.

Humour: Highly prized viewer reward.

Summary:

The recipe of successful advertising applies to all media and cohorts:

1  Imprinting meaningfully different associations:

• What does the ad say about the brand? Is it on strategy?
• Is it meaningful and differentiated?

2  Driving branded engagement

• Will the ad be noticed and remembered?

3  And will the brand play a role?

• Creating short and long-term predisposition
• Will the ad drive brand predisposition now and into the future?

Mumbai: On the third day of the Cannes Lions International Festival of Creativity the winners in the Creative B2B, Creative Data, Direct, Media, PR and Social & Influencer Lions were unveiled. The prestigious Media Network of the Year Award was also honoured. 

LIONS CEO Simon Cook said, “There’s an incredible breadth of notable wins from every corner of the globe among the winners. First-time Creative Data Lions were awarded to the UAE and Poland, and Kenya won its first-ever PR Lion. We’ve seen a significant growth in non-traditional Lions in 2023 and this body of winning work really showcases the diversity of creative work coming through from engagement-focused mediums.”

In the Creative B2B Lions, celebrating game-changing creative work in the B2B space, 446 entries were received and 16 Lions awarded: two Gold, five Silver, eight Bronze and the Grand Prix that went to ‘Eart4’, for B3 Stock Exchange & United Nations Global Compact, by AlmapBBDO, São Paulo. This work focused on a B2B strategy that targeted and reached +20,000 business leaders, encouraging them to invest in Earth, by aligning their companies with the UN’s long-term sustainability goals. 

Creative B2B Lions jury president, & Stein IAS chairman and chief growth officer Tom Stein said, “This is just the second year for the Creative B2B Lions, and the Grand Prix our jury awarded illustrates the profound progression of B2B creativity. With its powerful, highly relevant and deeply emotional call to action – literally launching an IPO for planet Earth – the work is catalyzing the global business community to become part of the UN Global Compact. Through it, Brazil’s stock exchange has strengthened its worldwide brand reputation as a progressive force, innovator and market leader. The massive, systemic impact of B2B at its very best is on full display.”

From 418 entries in the Creative Data Lions, celebrating the interplay of ideas and information, 15 Lions were awarded: two Gold, five Silver, seven Bronze and the Grand Prix was awarded to ‘The Artois Probability’, for Stella Artois, by GUT, Buenos Aires, Argentina. The work showcases an innovative use of creative data by intertwining historical knowledge, art, and technology, highlighting Stella Artois’ heritage, raising brand awareness, and presenting an opportunity for outdoor installations while offering a unique experience for audiences.

The Direct Lions, celebrating targeted and response-driven creativity, received 1939 entries and 60 Lions were awarded:  10 Gold, 19 Silver, 30 Bronze and the Grand Prix was awarded to ‘Runner 321’, for adidas, by FCB Toronto, Canada. To solve the problem that people with Down syndrome don’t see themselves represented in sport, even though they stand to reap significant benefits from participation in exercise, this work brings inclusivity to the world’s most accessible sport, running, and succeeded in starting a social movement with demonstrable results.

In the Media Lions, which demonstrate work that enhances and amplifies through game-changing channel strategy, 1853 entries were received and 60 Lions were awarded by the Jury: 10 Gold, 17 Silver, 32 Bronze and the Grand Prix was presented to ‘#Turnyourback’, for Dove, by Ogilvy, London / DAVID, Madrid. This influencer-led piece of work underpins Dove’s #NoDigitalDistortion mission by encouraging people to turn their back on TikTok’s Bold Glamour filter.

Media Lions jury president, & GroupM global CEO Christian Juhl said, “In awarding the Grand Prix, we wanted to recognize work that fully harmonizes creative and media with purpose and product. #TurnYourBack not only set the standard for bringing these components together, it’s a timely example of how our industry can use the power of media to protect young people and empower them to reject the pressure they feel to conform to artificial standards and be confident in their true, unfiltered selves.”

The PR Lions, which honour strategic and creative communication – work with storytelling at its core, which establishes, protects and enhances reputation and business, awarded 52 Lions from 1600 entries: eight Gold, 17 Silver, 26 Bronze and the Grand Prix went to ‘Self Love Bouquet’, for DoorDash by GUT, Los Angeles, USA.  This work tapped into the 72% of US adults that believe self-pleasuring is a form of “therapy”, and destigmatised female self-pleasure using the most iconic Valentine’s gift:  a bouquet of red roses. It showed consumers that DoorDash could be a go-to destination for same-day flower delivery on Valentine’s Day by reaching 200MM earned media impressions and 500k social impressions. 

Commenting on the Grand Prix, PR Lions jury president, & Ketchum UK CEO global markets Jo-Ann Robertson added, “With a deep understanding of their audience, DoorDash were able to deliver a culturally of the moment campaign that made their customers feel something whilst delivering incredible business results. Their focus on celebrating and empowering single women’s self-love was simple, brave, and the campaign was perfectly built with earned at the core”.

From 1462 entries received in the Social & Influencer Lions, 49 Lions were awarded: eight Gold, 15 Silver, 25 Bronze and the Grand Prix was presented to ‘Flipvertising’, for Samsung, by CHEP Network, Sydney, Australia. To launch Samsung’s flagship smartphone, the brand flipped the idea of ad targeting to create a competition for Australian GenZers to win a flagship Galaxy Z Flip 4 phone, boosting brand sales by 34%.

The Media Network of the Year was also announced in the following rank: 

MINDSHARE
PHD WORLDWIDE
WAVEMAKER

Mumbai: Bollywood actor Siddhant Chaturvedi has recently completed shooting an advertisement with TVA Productions, capturing the essence of the brand French Connection & FCUK, which has launched exclusively on Myntra, India’s fashion e-commerce platform. 

The excitement began when photos of Chaturvedi surfaced on social media, prompting speculation about his involvement in an ad campaign. The truth is revealed as the ad has been unveiled, showcasing the actor’s impeccable style in French Connection & FCUK attire. Chaturvedi is widely acclaimed for his remarkable talent and dedication to delivering captivating performances to entertain audiences. 

The collaborative synergy between Siddhant Chaturvedi and TVA Productions manifested in an extraordinary portrayal of the unique fashion concept, as the actor’s genuine commitment and magnetic energy became the driving forces behind the shoot’s success. Every frame captured spoke volumes about the seamless coordination between Siddhant and the production team, showcasing their shared dedication towards delivering a compelling visual narrative.

French Connection, a renowned UK-based international retailer and distributor of apparel and accessories is known for its commitment to uniqueness, self-expression, and individuality. In a strategic partnership, Myntra collaborated with TVA Group to launch French Connection & FCUK on their platform. Myntra senior VP- house of brands Nihal Ranjan expressed his thoughts on the collaboration, “The launch of French Connection on Myntra is a significant investment to enhance the premium shopping experience on our platform. We collaborated with TVA to develop and produce the brand’s launch campaign. Their creative approach to capturing the brand’s philosophy and their exceptional production quality impressed us. TVA delivered the project within a remarkable two-week timeframe, from concept to launch.”

The TVA team skillfully crafted and executed the ad and campaign photoshoot. The Voice Authority CEO & founder Dhruv Abrol, shared his perspective on the shoot, “It has been an absolute honor to meet and exceed the expectations of renowned brands. Siddhant Chaturvedi is an incredibly talented actor who demonstrated exceptional dedication on set. Despite the challenges, we were able to achieve the best possible outcome. Working with esteemed brands like Myntra, French Connection, and FCUK was a pleasure. Siddhant Chaturvedi’s stardom is well-deserved, and collaborating with him was a fantastic experience.”

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Mumbai: Over the past four years, Whoppl has carved out a niche for itself within the broader agency space, largely due to it’s focus on influencer driven marketing campaigns that have a global outreach. With more than half of the world’s population regularly using at least one social media network, their campaigns have a far-reaching impact and deliver  value for brands and businesses that work with them.

In terms of Whoppl’s services, their partnership with Swirl has enabled them to provide immersive, experiential and quirky content to thousands of online shoppers simultaneously, leading to higher customer engagement for the brands we work with. Moreover, Whoppl’s technology stack supports brands in tracking specific KPIs and making quick adjustments to the campaign, thereby achieving higher average order value (AOV) and faster purchase journeys. Whoppl aims to fortify its position as the go-to agency for brands and businesses looking to tap into desi consumers living in different parts of the world.

Indiantelevision.com caught up with Whoppl CEO & founder Ramya Ramachandran on how to ideate and execute impactful customized campaigns that rely on seamless influencer activations, content creation and performance marketing.

Edited excerpts

On Whoppl leveraging the power of new-age social media influencers in its campaigns

Essentially, our campaign creation process revolves around meticulously identifying the brand’s objectives, which forms the bedrock for developing a creative thought process. Subsequently, we engage creators who are the perfect match for the given objective and brand. Simultaneously, we constantly seek insights and opportunities for brand integration.

Leveraging our AI-driven internal tool, we pinpoint influencers who align with the brief, employing the right set of keywords. By synergizing creativity and data, we ensure optimal brand alignment.

On Whoppl setting apart from other influencer marketing agencies in terms of customer engagement and some examples of your custom campaigns which have been successfully implemented

Social media engagement encompasses a multifaceted approach. Firstly, we meticulously define our objectives, thereby devising a creative plan of action tailored to the specific marketing funnel stage—whether it’s awareness, consideration, loyalty, or purchase. Once the funnel stage is determined, we seamlessly integrate a compelling call to action. Moreover, our approach remains creatively agnostic and relatable, fostering a profound resonance with the target audience. In terms of statistics, our engagement rates typically range from 5 per cent to 15 per cent, contingent upon the brand and its integration.

Our latest summer campaign crafted with creativity and aimed at growing direct sales for a e-commerce retail brand, which garnered a 15 per cent of engagement rate. It was a thorough branded collaboration with creators and well-received by the buyers. This data proves that branded integration still receives the right kind of engagement and drives the right messaging which is core to what we do because of our framework of content – creator and commerce.

On metrics used to determine the impact of its immersive content on online shoppers

To capture real-time data, we employ an internal tool that effectively tracks unique link clicks and the consumer journey. Additionally, during live streaming events, we gain immediate insights regarding the number of participants. Given the paramount importance of call-to-action prompts, such as “Shop Now” or “Learn More,” we leverage multiple parameters that may vary, yet certain key elements remain consistent throughout our approach.

On Whoppl employing strategies to ensure high-quality content creation by its AI powered tool that can discover over 1M influencers across categories with different filters

We have marked four years of success and learning in the influencer marketing business. And we take pride in calling Whoppl the pioneer in the industry today. With our experience that goes beyond collaborations the team recognised the need for an AI tool much sooner than any of the players in the industry.

All our acquirements in terms of data, statistics, knowledge, and experiences are added into one tool. This makes a seamless journey for brands as well as creators at the time of launching a campaign. Brands get a database of 1 million plus creators across filters, categories, and channels. Whoppl also specializes in the right kind of keywords and filters where brands can select the audience filter like age group, lifestyle choices, geographic locations, likes, dislikes and much more.

The ease of finding the right set of influencers is stimulated even with hyper local influencers  as well. Sometimes for a brand to be based in Mumbai, willing to expand in the periphery of Maharashtra can be difficult and quite a task if done manually. This roadblock in the rising influencer marketing industry was recognised by Whoppl at an early age and gave rise to exploiting technologies to capture India’s influencers and creators network in one tool. This platform is robust as the entire process of uploading the scripts, finalizing the creators, approval of the videos, making tweaks etc is all automated. This eliminates the need to use any other platforms. The goal is to create a single platform for brands and creators for hassle-free collaboration.

Mumbai: For decades, Uncle Chipps has been bringing joy and excitement to countless snacking occasions. This irresistible potato chip snack has not only satisfied consumers’ taste buds but also made hearts sing along with its iconic jingle – Bole mere lips, I love Uncle Chipps! Celebrating the unparalleled adoration for the brand, Uncle Chipps has collaborated with music maestro and internet personality, Yashraj Mukhate, to introduce the jingle in a brand-new and unique avatar.

This dynamic collaboration evokes a wave of nostalgia while reminding audiences of their enduring bond with Uncle Chipps, treating fans with an unforgettable experience. Known for his viral parodical videos, Mukhate has lent his musical expertise to craft a new rendition of the celebrated jingle. The video delightfully captures the universal feelings associated with brand, as Mukhate goes in for irresistible bites of Uncle Chipps, seamlessly synced with toe-tapping beats of the jingle.  

 

 

 

 

 

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A post shared by Yashraj Mukhate (@yashrajmukhate)

Sharing her enthusiasm on the reintroduction of the jingle, PepsiCo India category lead – potato chips Saumya Rathor said, “The launch of the new Uncle Chipps jingle is an exciting moment for us all. A hit since the 90s, this jingle continues to resonate deeply even today with a massive fan following that spans across celebrities, consumers, and beyond. The revival of ‘Bole Mere Lips, I Love Uncle Chipps’, is our way of celebrating the enduring universal love for the brand and the fandom that surrounds these delicious, crinkled potato chips. Yashraj Mukhate has exceptionally infused his musical prowess and unique style to create a rendition that captures the spirit of Uncle Chipps and the response thus far has been absolutely thrilling.”

The catchy tunes of the composition have already struck a chord with the audience, amassing an impressive 168K views within an hour and an array of positive comments such as “Uncle Chipps chahiye”, “Amaze”, “Uncle Chips…nostalgia”, “Wow, this is really good”, “My most fav chips and lovely jingle” and more. The launch of the new jingle will be followed by other multi-media activations.

Mumbai: India has bagged seven shortlists on the third day of Cannes Lions 2023; these come in the Sustainable Development Goal Lions category. This takes the country’s total shortlist tally up to 77.

The shortlists include:

• Leo Burnett (two shortlists) – The Biochar Project for Lay’s
• Leo Burnett/Cropin (two shortlists) – Lay’s Smart Farm for Lay’s
• VMLY&R/VMLY&R Commerce (one shortlist) – Suvidha Centre for Unilever
• FCB Interface/FCB Brasil, Sao Paulo (one shortlist) – TR for Teacher for Navneet
• Dentsu Creative (one shortlist) – The Everything Book for Vedantu

Mumbai: JBL launches their latest campaign, ‘Tune Into Your Sound’, to celebrate the spirit of self-expression through music on account of World Music Day. On the musical occasion, the leading audio technology company has also unveiled their new Tune Series of True Wireless Headphones with the JBL Tune Buds and JBL Tune Beams.

Conceptualised and executed by Grapes, an integrated communications agency, the campaign roped in prominent names from the music industry like Armaan Malik, Srushti Tawde and Monali Thakur. They brought to life the spirited lyrics created by JBL, through different tunes and music genres in their individual styles.

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The campaign also invited music enthusiasts from across the country to share their unique renditions of the same, making the entire music community buzz with different melodies to the same words on World Music Day.

Commenting on the campaign and the new Tune series, JBL India head of digital Akhil Sethi said, “JBL has always believed that their consumers deserve the best quality sound to experience their favourite music in all its glory. With our new Tune series, these beliefs are further cemented with the product’s proposition of ‘Tune Into Perfect Sound’. Through the social media campaign, we wanted to convey a simple message that no matter what genre you’re into, at the end of the day it all boils down to celebrating your love for music and celebrating every TUNE.”

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Sharing her insights into the campaign, Grapes co-founder & CEO Shradha Agarwal said, “Music has always been a universal language, but with the ‘Tune Into Your Sound’ campaign, we wanted to celebrate people’s artistic diversity while being a part of a thriving community. We believe that by conveying this message, we can foster a deeper appreciation for the power of music and the transformative experiences it can offer.”

The campaign is a testament to the art of tuning into the perfect sound and celebrates the ability of music to transcend boundaries and invites listeners on a captivating journey through various genres.

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Mumbai: Following a launch at Davos and a mass media global campaign around the Super Bowl, Working with Cancer is entering its third landmark moment of the year. At this year’s Cannes Lions, Working with Cancer will be opening up a brief to the whole industry to help erase the stigma of Cancer in the workplace.

As a true cross-industry coalition, Edelman, IPG, Omnicom, Publicis and WPP will come together to invite creatives to join the briefing for this pioneering workplace movement. Participants will compete with the best creative minds of the industry for the opportunity to create a campaign that will run on World Cancer Day 2024, in a global multi-media campaign supported by $100m.

The Working with Cancer brief – entitled ‘The Big C’ – will be given on Thursday 22 June, at 10 am CET in the Lumiere theatre, Palais I. Entrants will be briefed to create a culture-defying campaign for everyone living and working with cancer.

Cannes Lions will facilitate the judging process, using their world class systems, with a jury made up of senior creative and strategy leads across the five holding companies that are supporting the initiative. The team of jurors will include: Susan Credle (global chair & global chief creative officer, FCB), Chaka Sobhani (global CCO of Leo Burnett), Luiz Sanches (CCO of BBDO NA), Judy John (global CCO of Edelman) and Debbi Vandeven (global CCO of VMLY&R) .

Participants will be able to enter starting Monday, 10 July, with a submission deadline on Friday, 15 September. Judging will take place throughout October, with the winner announced at the end of that month.

Working with Cancer aims to completely erase the stigma and insecurity of cancer at work. Today, the program initially launched by Publicis Groupe is an alliance of major international companies, with over 600 pledging businesses impacting up to 20 million employees, united by the aim to create an open, supportive and recovery-forward culture for cancer sufferers. The program continues to be powered by partnerships with key cancer research bodies and influencers, including Dani Trops, The Stroups, CancerChic and Laurie MacCatskill.

This week, Cannes Lions has already recognised Working with Cancer with the Lions Health Grand Prix for Good, which celebrates the powerful use of creativity to positively impact not only business and brand, but also the world at large.

“LIONS is a proud supporter of the Working with Cancer pledge and happy to lend our world-class judging process to a competition that provides an exciting opportunity for the industry to unite and work towards removing the stigma of cancer in the workplace,” said LIONS CEO Simon Cook.

“Since launching Working with Cancer at the start of this year, we have had an overwhelming response from our peers and clients. The program has evolved into a true cross industry coalition and today, alongside Edelman, IPG, Omnicom and WPP, we invite the industry to step up to arguably one of the most worthwhile and high-profile creative challenges they will ever work on. In raising awareness for Working with Cancer and encouraging more pledging companies, we will redefine cancer in the workplace and enable recovery forward environments worldwide,” said Publicis Groupe global CSO Carla Serrano.

“On behalf of Omnicom, we are thrilled to support such an important and critical initiative alongside our industry partners. No one chooses cancer, cancer chooses you, and the workplace must be a safe and supportive environment. There is no better place than Cannes Lions to continue to drive the mission of Working with Cancer, and I look forward to seeing the incredible work we are able to do for this special organisation,”  said Sanches.

“Advertising is a highly competitive industry. We all like to win. This initiative calls us all together to beat the stigma of cancer in the workplace. This is going to be a collective win for everyone,” said Credle.