Posted:
With the Cannes Lions International Festival
of Creativity 2018 just about a month away,
Campaign India returns with its 'Cannes
Contender' series.
The premise is:
How much time really does a Cannes juror
get to understand a case or piece of work
s/he hasn't come across before?
Too little. It's up to us to help them get
acquainted with the good work prior. We
present here entries from Indian/South
Asian agencies that their creators believe
will be in contention for Lions at the 2018
International Festival of Creativity.
OMD has one such entry.
Dalda - #PehleTum, first bite to you
Dalda, one of India's oldest cooking oil
brands, wanted to engage with and create
brand relevance amongst younger
generations. To do so, they needed touse
their voice for cause that resonated with
this demographic.
In India, women have achieved tremendous
success, both within the country and
abroad. However, in the family home, old
traditions still prevail. Women eat their
meals only after everyone else in the family
an unspoken dining tradition thatis based
on gender roles and leads to societal
inequality.
The campaign #PehleTum, first bite to you
is a unique initiative, urging men to offer
the first bite of a meal to the women of the
house.
To get audiences thinking about this
concept, we needed a disruptive method of
bringing it to their attention. That's why we
pulled a prank in restaurants across the
country, using a hidden camera to capture
people's reactions. As part of the prank,
waiters suggested that they would only
serve women after they finish serving men.
When this evoked unpleasant reactions
from diners, they replied that it's simply
"the same thing that happens at home.
Once the message was delivered, our
celebrity guest, Hiten Tejwani, appeared,
revealing that it was all just a stunt. He then
urged all diners in the room to take the
#PehleTum pledge and led by example,
offering the first bite of his meal to his wife,
Gauri Pradhan Tejwani.
The campaign was based on a strong
consumer insight, and we deployed it
through a judiciously woven media mix to
ensure the message carried through. Each
medium was integrated in such a way that
at every step along the media journey,the
medium added relevance, weightage and a
meaningful layer to the core
communication.
Unconventional touch points were used,
such as influencer chefs; special
#PehleTumplates at restaurants; dining
tables at retail stores were used to make
pledges too; and there was even a
#PehleTum prayer for children's meal times
at schools all giving the campaign a boost.
Not only did this campaign gain massive
traction with its thought-provoking
message,it also gave a boost to Dalda's
brand relevance scores.
[YOUTUBE]http://www.youtube.com/watch?v=SNY1JAU-DYU[/YOUTUBE]
http://www.campaignindia.in/article/cannes-contenders-2018-omd/444621.
of Creativity 2018 just about a month away,
Campaign India returns with its 'Cannes
Contender' series.
The premise is:
How much time really does a Cannes juror
get to understand a case or piece of work
s/he hasn't come across before?
Too little. It's up to us to help them get
acquainted with the good work prior. We
present here entries from Indian/South
Asian agencies that their creators believe
will be in contention for Lions at the 2018
International Festival of Creativity.
OMD has one such entry.
Dalda - #PehleTum, first bite to you
Dalda, one of India's oldest cooking oil
brands, wanted to engage with and create
brand relevance amongst younger
generations. To do so, they needed touse
their voice for cause that resonated with
this demographic.
In India, women have achieved tremendous
success, both within the country and
abroad. However, in the family home, old
traditions still prevail. Women eat their
meals only after everyone else in the family
an unspoken dining tradition thatis based
on gender roles and leads to societal
inequality.
The campaign #PehleTum, first bite to you
is a unique initiative, urging men to offer
the first bite of a meal to the women of the
house.
To get audiences thinking about this
concept, we needed a disruptive method of
bringing it to their attention. That's why we
pulled a prank in restaurants across the
country, using a hidden camera to capture
people's reactions. As part of the prank,
waiters suggested that they would only
serve women after they finish serving men.
When this evoked unpleasant reactions
from diners, they replied that it's simply
"the same thing that happens at home.
Once the message was delivered, our
celebrity guest, Hiten Tejwani, appeared,
revealing that it was all just a stunt. He then
urged all diners in the room to take the
#PehleTum pledge and led by example,
offering the first bite of his meal to his wife,
Gauri Pradhan Tejwani.
The campaign was based on a strong
consumer insight, and we deployed it
through a judiciously woven media mix to
ensure the message carried through. Each
medium was integrated in such a way that
at every step along the media journey,the
medium added relevance, weightage and a
meaningful layer to the core
communication.
Unconventional touch points were used,
such as influencer chefs; special
#PehleTumplates at restaurants; dining
tables at retail stores were used to make
pledges too; and there was even a
#PehleTum prayer for children's meal times
at schools all giving the campaign a boost.
Not only did this campaign gain massive
traction with its thought-provoking
message,it also gave a boost to Dalda's
brand relevance scores.
[YOUTUBE]http://www.youtube.com/watch?v=SNY1JAU-DYU[/YOUTUBE]
http://www.campaignindia.in/article/cannes-contenders-2018-omd/444621.
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