Advertising agencies worldwide are enthusiastic about the upcoming Cannes Lions International Festival of Creativity 2024. Slated to be held between June 17 and 21, it will spotlight the best advertisements from around the world, competing across 30 categories.
DDB Mudra Group, which brought home a bronze last year, has three contenders for Cannes Lions 2024. The entries include the Words of Pride campaign for Disney Star, EatQual Colours for McDonald’s India and Battleground Mobile India (BGMI)’s Royale Pass campaign. Incidentally, the winning entry last year was also a BGMI campaign titled Machinegun Mouth.
Disney Star (Words of Pride)
India has 700 spoken and 22 major regional languages. But for 125 Mn+ LGBTQIA+ folks, there were no known words. Only words of disrespect were popular. And content has often been guilty of spreading/seeding these words. Disney Star wanted to introduce India to words of respect for the community. And their many channels/platforms taking these words to 700 million homes, to make these words a part of everyday vocabulary.
Disney Star curated Words of Pride, a glossary of respectful words for addressing India’s LGBTQIA+ community – found and taught. We created an easy-to-access website with pronunciations and contextual examples to make Indian languages more inclusive. 150 linguists, experts, queer groups, and allies invested 30 months of research and 7000 hours of collaboration to curate these words. Delving into historical and contemporary texts we uncovered 246+ respectful words in 7 regional languages.
The campaign showed India that language was always inclusive, but the people were unaware. It was time that we unlearned words of hate and learnt Words of Pride. Our audiences viewed 560+ million minutes of WOP inspired content. It sparked conversations with culture makers like authors, lyricists and advertisers, at influential platforms such as Jaipur LitFest and Advertising Standards Council of India. We saw 92% positive sentiment, with the campaign garnering 94.5+ Mn video views and 285K+ engagements.
McDonald’s India (EatQual Colours)
"When it comes to food, we eat with our eyes first."
Food paints us a picture, and it is this picture that triggers cravings and builds anticipation. This is why visual representation is one of the most important parts of the customer journey when it comes to food. However, for the approximately 70 million colour-blind individuals in India, this magic diminishes. Picture juicy red tomatoes, traditionally associated with deliciousness, losing their lustre and appearing as dull grey. The excitement vanishes. Choosing food should not be a guessing game and that everyone should enjoy the delightful excitement, believes McDonald’s.
"As we continue to expand our efforts with EatQual, we widened the lens on the McDonald’s experience to tackle an inequity that is often invisible. We know that the magic of a McDonald’s meal starts well before you take the first bite. But for a large section of the population with colour blindness, that experience was a muted one. We were dedicated to making the ordering process visually appealing for everyone. This is how we developed McDelivery into the first colour-blind-friendly delivery app in India, introducing the 'Colour-Blind Friendly' technology feature and launching it on the World Sight Day, October 12, 2023. The feature helps users select from three colour enhancement options that allow colour-blind people (people with colour deficiency disorder) to see the real colour of their food and drinks. All the McDonald’s commercials on YouTube now come with the option to be viewed as per one’s colour blindness. We enhanced the in-store experience to ensure that all our touchpoints reiterated our commitment to inclusivity," said the advertiser.
Within 6 months, the colour-blind friendly feature improved McDonald's brand perception and impacted revenue growth positively and around 16% of all McDelivery orders were placed using the colour-blind friendly feature.
Battlegrounds Mobile India (Battlegrounds Mobile India - Royale Pass)
Battlegrounds Mobile India, an online multiplayer battle royale game by Krafton launched its new Royale Pass, a seasonal gateway to exclusive gear and a key to enhancing a player’s rank. But it's more than just in-game goodies. In today's world, our online personas are growing in importance. With people’s identities and achievements increasingly tied towards their digital lifestyle, other related elements also followed suit - more specifically, their online clout, which became tied to their virtual presence.
The Royale Pass is designed to be your calling card in Battlegrounds Mobile India. It's a mark of distinction recognized by everyone you’ve defeated. The ad captures this perfectly. A gamer with a Royale Pass tattoo is instantly recognized by fellow players who comically drop to the ground in mock defeat. By connecting the Royale Pass to online clout, we enhance your virtual experience and make it a must-have for any serious player.
The film received over 10 mn+ views and 6 mn+ engagement just within a few days of the launch.
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