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 Bang Bang Mediacorp's entry to the festival.

Pepsodent: Strange rewards

This is the story of a sweet Bangladeshi family and their darling kid – Rakib. Little Rakib is an overachiever in music, sports, academia and just at being a good kid in general. In this looney world, his achievements and good deeds are rewarded with his family gifting him with mechanical drills, usually used to make holes in harder surfaces.

The film turns on its head, when we finally reveal that the family wasn’t actually rewarding him with mechanical drills. The drills were symbolic of the candy/cake/chocolates that caused cavities.

The film tries to make the point that while we give kids sweet foods with the best of intent, we’re inadvertently causing them damage, unbeknownst to us. Pepsodent, understands this and is an antidote to this behaviour.

Directed by: Ryan Mendonca
Producers: Roopak Saluja and Aditi Kapadia
DOP: Shivendu Kudalkar
Production house: Bang Bang Mediacorp

Also read:

India at Cannes: FCB Kinnect's entries
India at Cannes: MullenLowe Lintas Group's entries
India at Cannes: Mindshare India's entries
India at Cannes: OML's entries