India at Cannes: Dentsu Creative India's entry

The agency has shared one entry for this year's Cannes Lions International Festival of Creativity.

The Cannes Lions International Festival of Creativity kicks off on 17 June 2024. Manifest's coverage for the festival continues with its 'India at Cannes' series. This series will showcase all of India's entries to this year's festival, speakers giving a sneak peek of their talks, and those attending the festival sharing expectations.

In this piece, we showcase Dentsu Creative India's entry for this year's festival. The agency has shared one entry.

Motorola-Deep Connect

Categories entered in:

Category - Audio & Radio

A02 Use of Audio & Radio Technology

A06 Audio-Led Creativity

C03 Single-Market Campaign

C07 Corporate Purpose & Social Responsibility

Category – Brand Experience & Activation

B02 Use of Mobile & Devices

B09 Tech-Led Brand

E03 Single-Market Campaign

E06 Breakthrough on a Budget

Category - Direct

D02 Use of Mobile

F06 Breakthrough on a Budget

F07 Corporate Purpose & Social Responsibility

Category - Innovation

B02 Product Innovation

B04 Societal Innovation

Category - Sustainable Development Goals

A03 Good Health And Well-being

Category - Titanium

A01 Titanium

Category - Health & Wellness

A05 Health & Wellness Tech- Audio & Radio

A05 Health & Wellness Tech- Healthcare Product Innovation

A05 Health & Wellness Tech- Mobile

A05 Health & Wellness Tech- Use of Technology

Campaign overview:

India’s 330k plus coal miners work deep underground in the darkness for over 10 hours a day. Within these dangerous subterrains, they are completely isolated and disconnected from their loved ones as mobile phones are prohibited in the mines for safety reasons. In an age when connectivity is considered a basic human right, families of this forgotten lot live through the torture of being in the dark about their well-being every single day.

Motorola Deep Connect is an innovative solution developed by Motorola and executed by Dentsu Creative India. The technology utilises miners' existing communication infrastructure - walkie-talkies, and converts radio signals into voice calls, enabling them to connect with their families back home through smartphones. A custom module installed at the surface of coal mines makes this two-way communication possible. Designed to be both affordable and scalable, and supported by a multi-lingual app, Motorola Deep Connect is truly designed for India.