Mumbai: Grey group India has won Silver Lion at Cannes 2018 festival of creativity. The award is won in the Health category for the campaign for Mahindra Rise -an Indian multinational car manufacturing company. The campaign aimed to create awareness amongst women in rural India against the Breast Cancer disease.
Sandipan Bhattacharyya, Chief Creative Officer Grey group India said, “It’s brilliant to see our work for Mahindra Rise winning in Cannes. It’s a testimony to the fact that over the last two years, we have been completely rebuilding the creative foundations of Grey India and now have some of the most talented creative guys in the industry. Hope the week ends with even bigger wins”
The campaign summary:
The incidence of breast cancer is on the rise in rural India. This is not just by a lack of awareness but also the fact that cancer screenings are very low in the priority of things for these rural women.
Also, the reach of media is limited in these remote villages, which is why Mahindra Rise chose a completely new medium to communicate this message – A ‘Batua’, the traditional Indian women’s purse.
Women in rural India have a unique practice when it comes to protecting their money – they keep their purses in their blouses. Can this unique habit also help protect them from breast cancer? Riding on this age-old habit, we designed purses with illustrative visuals of women checking themselves – which served as a reminder to perform the simple breast self-examination steps given inside. The purses were printed on skin-friendly cloth and designed using 9 famous Indian folk-art styles.
They were given out as a part of Mahindra Rise breast cancer/health awareness drives in Madkepada, Belwadi, Kinipada, Katkariwadi, Sutarpada, Warkhanda among other villages in Maharashtra. These sessions were conducted with the support of CPAA – Cancer Patients Aid Association, and women were taught how to perform a breast self-examination at home, before giving them the purses that serve as a reminder. The initiative will be scaled up to reach even more women in media-dark parts of the country