Grapes at Cannes Lions with ‘Invisible farmers’ and #MaakaEhsaas campaigns
The campaigns were executed for DS Group and Catch Foods
As the ad world gears up for the annual extravaganza at Cannes to honour the best talent in the industry from the world, Indian agency Grapes is among the many hopefuls who have entered the event set to take place between June 17 and 21.
Here's a look at the campaigns they have sent in for the competition.
DS Group, SaluteTheFarmHer
Out of India's 135 crore population, women constitute 48 per cent of the total rural population. 74.8 percent of women are agricultural workers. Yet, they face a complete lack of acknowledgement and recognition for their efforts everywhere. Be it the common masses, imagery in government adverts and portals or even Google search results.
“We partnered with DS Group to eulogise the efforts of these female farmers missing from common perception. We used "Invisible farmers" as a creative device with an emotionally charged narrative. We decided to hero the "Invisible farmers" of India and it became a symbol of the apathy and ignorance that female farmers face on a day-to-day basis,” the agency said.
Catch Foods #MaakaEhsaas
“On Mother’s Day, we realised that the purest love of all is that of a Mother. And the way she shows it is not with huge gestures but with little ones that we almost don’t notice, like a cool drink on a hot day, or a favourite meal on a Sunday afternoon. So we created #MaaKaEhsaas, a film that took this insight and built on it by showing mothers who are often overlooked but are mothers nonetheless, sex workers. And with this film, we underlined that food created moments of love from a mother to her child.”
The campaign #MaaKaEhsaas received a total of 4.27 cr impressions reaching 1.68 cr TG, with almost 2 cr views and 2.9 lakh clicks in 5 days. Out of 1.68 cr reached users more than 46% of them viewed the 3.5 Min video in full.
