After a two-year gap, the Cannes Lions International Festival of Creativity will be hosting an on-ground event in 2022.

Global creative work will be celebrated from the industry through its red carpet awards nights between 20-24 June.

As always, Campaign India will lead the charge from this region by showcasing all of India's entries to the festival through our 'Cannes Contenders' series.

This is based on the premise that Cannes jurors don’t get enough time to scrutinise and deliberate a piece of work they haven’t really come across before. This series is a way of acquainting them with the good work from India and South Asia before their judging stint. And of course, to acquaint the rest of the industry with work from this region which is competing at the Cannes Lions this year.

MullenLowe Lintas Group has one such entry:

Brand: Google Voice

Entry title: Search for Change

Google India launched a new set of campaign films continuing the narrative of its previous #BolneSeSabHoga campaigns. The release of the campaign was timed with International Women’s Day 2022, highlighting the differences in lived experiences of women and how information from Google’s Voice Search can be a key enabler.

To demonstrate the role that information can play in women empowerment, Lowe Lintas conceptualised a film for Google India. The film aims to encourage women to #SearchForChange using the voice feature. The anthem built on the well-known song ‘Manjha’ from the Bollywood film Kai Po Che highlights how access to information can make a difference by bringing relevant stories of women using information to empower themselves and progress. Google voice in Hindi is the ally which helps women gain access to the information is the first step to changing the status quo.

The Maanjha anthem film by Google India showcases its women protagonists in everyday prejudiced situations where they decide to use Google’s Voice Search to rise out of it, making information a powerful enabler of change.

Lowe Lintas has also conceived a series of films starring Gajraj Rao highlighting distinct stories – of showcasing the impact of powerful women characters in stories on young kids, and the journey of aspirational women directors. The campaign films are rooted in powerful insights based on prevalent social disadvantages women/girls face in the society. More importantly, the films are not focussed on the problems but showcase how information can help overcome them, thus altering the social fabric not just for an individual but for the women across the society.