Ad agencies are gearing up for the Cannes Lions festival, scheduled to be held from June 17 to 21.

Putting its best foot forward, Mindshare India has sent some of its innovative works to the festival of creativity.

Lifebuoy’s ‘AR’ Intervention

Hand-hygiene penetration was consistently dropping to all-time lows in India, lower than it was before the pandemic, with the highest impact seen in West Bengal. This alarming revelation compelled Lifebuoy to increase hand hygiene relevance, improve handwashing habits & build salience for their ‘protection’ proposition in this market.
Eating food with hands is an integral part of Indian cuisine and culture, more so during the festive season. Durga Puja, the biggest religious festival in West Bengal, brings 85% of the population together at ‘pandals’, to not only click pictures and seek blessings of the Goddess Durga, but feast on the lip-smacking local food that is served at the end of it. The brand identified this as an opportunity to deliver a handwashing message to all the devotees within the pandal, right before they step out to eat.

Lifebuoy created Maa’s Message, a campaign with AI-generated QR codes camouflaged within the idol. The campaign gave a contextual AR experience, where a virtual avatar of Maa came to life to safeguard her children from diseases by sharing a safety message with them.

Golmaal coach for Cricket World Cup
The brand roped in Ravi Shashtri for the positioning of Britannia 50-50 for the Cricket World Cup. The campaign banked on the word Golmaal, the colloquial term 'for something with a twist'.

The campaign was based on AI-powered text-to-video responses for audience queries. It combined ChatGPT4 with a Text-to-Video engine, creating a consumer-facing marketing campaign featuring a digital avatar trained to create automated videos with voice and facial expression modulation.

Britannia Marie Gold ‘reignites’ dreams
"Britannia Marie Gold My Startup Show ", an entrepreneurial show exclusively for women, was launched on Star Jalsha and Disney+ HOTSTAR, aiming to inspire the shortlisted 50 women entrepreneurs (out of the35K entries) to pitch their innovative business ideas.

The platform provided upskilling resources for business growth, mentorship to pitch, and Rs 1.7 crore as monetary grants to 17 ideas. The campaign included a call for entries, contest website, QR ‘packtivation’, and a 360-degree media amplification through TV vignettes, OOH, influencers, PR, DTH and radio.

How Britannia Nutrichoice made people ‘click’ a print ad
Britannia Nutrichoice Digestive created a print ad ensuring consumers not just see it but even engage with it. Consumers got to scan the print ad, which came alive on their phones in a video form, wherein Ranveer Singh educates people about Britannia Nutrichoice being made from 100% whole wheat and 0% refined flour.

Powering this technology is the visual transformer, a deep-learning AI-powered model of mixed reality camera technology, engineered for image recognition and mapping to the virtual space with real-estate of print media. Mindshare India enabled an inception of video ad inside a print ad and changing consumer behaviour from passive ad consumption to active engagement.

SBI Life – The Most Ignored Rider
For this campaign, the idea of ‘Little Helmets’ was introduced to keep the kids safe.

The first-of-its-kind with snug fitting, a movable safety visor, ISI Certified (Indian Government Safety Body) has an extra soft cushioning just for THE LITTLE RIDER.

“We knew on IPL matchdays, there will be FAMILY-BIKES out on roads to beat the traffic. We chose the most accident-prone areas in Jaipur and Ahmedabad, where the traffic-police were waiting to gift and educate the FAMILY BIKERS.”

The Helmet-distribution drive engaged 10,000 Family Bikers and was further amplified with a rally of 500 traffic-police bikes, with kids as pillion riders wearing Little Helmets. The rally marked the importance of safety for the little ones and created ripples across local-media garnering coverage across press, TV and social media.

Castrol CRB TURBOMAX - 'Pragati ki Paathshaala’
Castrol CRB TURBOMAX relaunched with a new promise of 3X Protection for a long and healthy engine life of trucks. Stemming from this commitment of 3X engine life protection, we envisioned the brand to take a step further and empower the lives of truckers in India.

Based on the insight that truckers often lack formal training and have limited literacy, we established Pragati Ki Paathshaala.

“Our aim was to transform Castrol into the essential partner for progress in every trucker’s journey across the country. Truckers typically spend an average of 16 hours driving each day, with the remaining time at transport hubs. Consequently, improving the skills of this community necessitated the establishment of a physical infrastructure.”