India hit a Silver and two Bronze Lions on the second day of Cannes Lions 2019, taking the total medal tally to five.
Grey India won the Silver Lion in Entertainment for Music for Use of Licensed / Adapted Music for the work ‘The barbershop girls: Shaving stereotypes' for P&G’s Gillette.
Sandipan Bhattacharyya, Chief Creative Officer, GREY group India, said, "This win is significant because the Entertainment category is truly a new frontier of advertising and moves beyond the traditional definition in every sense. We’ve always believed in making our brands a part of popular culture and to be recognized for that is immensely satisfying. We’re privileged to work with clients of the caliber of Karthik and Omkar at P&G and kudos to the incredible creative team at Grey."
The Gillette's campaign aims to redefine the brand for gender stereotypes prevalent in most rigid societies.
The film shows the everyday village life from an eight-year old boy’s point of view as he notices how gender roles are clearly defined in the society. While men get to earn the living or indulge in sports, women are restricted to household work. The viewer can see the effect of subliminal patriarchy on the young protagonist’s impressionist mind until he walks into a barbershop with his father, where he is surprised to see two girls ready to give his father a shave. While the boy is puzzled the father explains that a razor doesn’t differentiate between a boy and a girl.
The soundtrack in the film is inspired by Sohar, a traditional folk song sung in celebration at the birth of a boy. However, there is a twist in the lyrics towards the end, which urges people to equally rejoice the birth of a girl, for even she can change the family’s fortune.
‘The barbershop girls: Shaving stereotypes’ video:
Wunderman Thompson India hit a Bronze Lion in the Industry Craft category for its five shortlisted entries titled ‘Blink Test’ and ‘Blink Off’ in ‘Outdoor’ subcategory. The works done for its client Jimmy Nelson Foundation were awarded as one campaign.
The ‘Blink Test’ campaign:
The sixth shortlisted entry titled ‘Blink. And they’re gone’ for the same client in the ‘Brand & Communications Design’ sub-category could not impress the jury to win a Lion.
The second Bronze Lion of the day for India was awarded to Offroad Flims in the Film Craft category for ‘Casting’. The Mumbai based production house won the medal for its film titled ‘Vicks - One in a million #TouchOfCare’ done for P&G’s Vicks Vaporub.
The ‘Vicks - One in a million #TouchOfCare’ film: