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 MullenLowe Lintas Group's entries for this year's festival. The agency has shared four entries.

Lifebuoy - Gift of the Ganga

According to a recent UNICEF report, around 818 million children in the world lack basic handwashing facilities at their schools, which puts them at increased risk of covid-19 and other transmittable diseases. Furthering its global mission to improve handwashing behaviour especially amongst children, Hindustan Unilever Limited’s number one hygiene soap brand, Lifebuoy kicked off the largest virtual hygiene drive in the Metaverse - Gift of the Ganga.  

This unique minecraft build aims to turn germ-breeding pollution into germ protection, thereby turning pollution that is bad into germ protection that is good.  On ‘Gift of the Ganga’, gamers are invited to fish out plastic pollution from the mighty river recreated in the metaverse. In exchange, Lifebuoy will clear an equivalent and more amount from the actual river.  

The objective of the campaign is to educate people from all walks of life on disease prevention, leveraging the power of technology to spread the message about the importance of hygiene online, while also highlighting the importance of waste segregation and its upcycling potential on-ground. 

Pepsodent - Strange Rewards

According to the Oral Health Observatory, Indians are the world’s largest consumers of sugary food — both in quantity and frequency. The most popular sweetener in the world, sugar, was invented in India. Needless to say, most Indians have a sweet tooth. There are literally thousands of sweet recipes across cultures that are still intrinsic to Indian rituals and traditions from ancient times.  

The frequent use of sweets however, has led to 70% of Indian children having been affected by tooth decay at some point in their childhood. The oral health category has historically focused on habit-building to promote products designed for brushing twice daily. Communications are thus used as a tool to tell consumers 'what' to do, rather than to educate about  'why'. 

Pepsodent wants to change this. Our focus therefore is to champion good oral hygiene with the right products, as the key to protect children from cavities - so the unavoidable sweets are not harmful. The strategic implication of the insight meant that Pepsodent should reframe what sweets mean so that Indian consumers understand that sweets are double-edged swords that can lead to cavities.

Britannia - Nutriplus App 

Britannia NutriChoice pioneered the health biscuits category in India. Since its inception the brand has championed the cause of motivating Indians to pursue healthy lifestyles by encouraging them to make healthy choices. However, to own the larger narrative on ‘health’, it became imperative for NutriChoice to go beyond ‘biscuits’. This is the story of how a leading health biscuit brand came up with a mobile-based solution, NutriPlus app, that for the first-time empowered Indians to measure health in the most holistic manner and breaking a long-held notion that of being physically fit is equal to being healthy.

Tetley - #everyBODYcan

Being fit isn’t only about looking fit! In a world ruled by the judgment of what body types can and can’t do, Tetley Green Tea Immune takes a bold new stand of #everyBODYcan.

With this campaign, Tetley set out to challenge the idea of what ‘fit’ looks like. Tetley believes and celebrates that fitness come in all shapes and sizes. They aimed to start a movement to stretch and lift the definition of fitness. Take the power of your inner potential and go beyond the surface of what the idea of fitness is.

My body can, your body can. #everyBODYcan became a war cry for this refreshing take on fitness.