India at Cannes: Sociowash's entries

The agency has shared two entries 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 Sociowash's entries for this year's festival. The agency has shared two entries.

Tide-Holi

Categories entered in:

Cannes Lion - Outdoor
Section - Culture and context
Category - Social behaviour and cultural insight

The Tide Holi campaign was strategically crafted for the Indian market to coincide with the Holi festival, a cultural event celebrated nationwide. During Holi, people participate in outdoor gatherings, throwing colours at each other, resulting in clothes stained with vibrant hues. Tide leveraged this context to highlight its stain removal efficacy. The campaign featured 644 cleaned Holi T-shirts displayed on billboards across India, showcasing Tide's ability to remove stubborn stains and encouraging the reuse of clothes that would otherwise be discarded. This innovative approach not only engaged the target audience but also garnered attention from over 100 media houses, allowing Tide to tell a compelling sustainability story beyond the billboards. The campaign successfully drove engagement and personal stories by involving the audience in the process of demonstrating Tide's product effectiveness in a culturally relevant manner.

Comedy Central - Happier Twogether

Categories entered in:
Cannes Lion - Films
Section - Innovation in film
Category - Online and viral Film

SW Network partnered with Comedy Central for the 'Happier Twogether' campaign, a groundbreaking initiative designed to rekindle meaningful connections between couples in the digital age. In India, the prevalence of smartphones has inadvertently created a divide during shared experiences, including romantic moments like Valentine's Day. To address this, Comedy Central introduced a unique dual-screen film format that requires couples to stack their phones to enjoy the complete narrative together. The campaign's innovative approach transforms solitary screen time into a shared, interactive experience, encouraging real connections and intimacy.

The romantic comedy unfolds across two smartphones, utilising a dual-cinematography technique to ensure seamless storytelling when the phones are stacked. Split sound engineering and NFC synchronisation were employed to enhance the viewing experience, ensuring synchronised audio-visual playback without interruption. By leveraging technology creatively, SW Network and Comedy Central not only promote the brand but also underscore the importance of using devices to enhance, rather than replace, human connections.