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 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 Cheil India's entries for this year. The agency has shared three entries.

Samsung Galaxy A14 5G - ‘Shor No More’

Objective: Through the campaign, Cheil India’s primary purpose was to create buzz around the ‘Voice Focus’ feature in Galaxy A14 5G. The storyline is built around the premise of Indian cities being full of varied noises and how the feature helps consumers cut the loud and unavoidable surrounding noises; hence the campaign goes with the tagline 'Shor No More' (no more noise).

Description: The ‘Voice Focus’ feature is animated through the digital film showing a person walking across narrow lanes, and suddenly he is followed by “noise-makers”. It begins with a couple of welders, followed by an orchestra, then two scooter riders arguing loudly, and some more. The person is not bothered by the noisemakers and the ‘noise’ that is following him throughout the film. When he receives a call and the receiver cannot hear him clearly, he switches on the ‘Voice Focus’ feature on his Galaxy A14 5G, which cancels the noise and enhances his voice quality during the call by filtering out the background noise and boosting vocal frequencies.

Objective: Cheil India organised a host of activities as a part of the 17th edition of the largest literature festival in the world, the Jaipur Literature Festival for Samsung. Cheil decided to undertake activities for Samsung meant to enthral the book lovers at the festival that also included a Not So Silent library - a silent nook for book lovers to read in peace.

Description: To set up the 'Not So Silent Library' across Jaipur, Samsung stationed Galaxy Buds2 Pro with Active Noise Cancellation earbuds, along with Samsung Galaxy S9 Series tabs at some of the noisiest places in the city. People were invited to come and experience the library with a teaser message – Any place is a good place to read. Upon plugging in the Galaxy Buds2 Pro and choosing an audiobook from the Galaxy S9 Series tabs, a literal library came up around them, further building on the ambience to read. All the while subtly highlighting the features of the products.