Digital Media

The Shortlist
CAMPAIGN
Big C: At the Heart of the Matter
AGENCY
IPG Mediabrands
CLIENT
Big C Supercenter
BRAND
Big C Supercenter, CSR Awareness
DETAILS
Big C Supercenter wanted to build the awareness of Thai children with Congenital Heart Disease (CHD) and raise 25 million baht ($US 694,000.00) through its 597 stores nationwide. The money raised will be used to perform heart surgeries on 1,250 child patients with critical conditions.
 
8,000 children are born in Thailand with CHD. Half heal naturally and the other half require surgery to survive. The Cardiac Children Foundation of Thailand was 25 million baht short of donations in 2016. So Big C stepped in to offer help to these children.
 
CHD is a misunderstood disease and lacked awareness amongst the masses, simply because people didn’t understand the symptoms.
 
The idea was to get people to listen to the hearts of these children to fully grasp the severity of this disease, both physically and in the virtual world.
 
Through an activation-led campaign and amplified through the digital space for mass reach, the video was watched almost 10 million times in just under two months.
 
The donation target of 25 million baht was achieved. 1,250 children’s lives were saved.
CAMPAIGN
6 Pack Band
AGENCY
Mindshare India
CLIENT
Hindustan Unilever Ltd.
BRAND
Brooke Bond Red Label
DETAILS
Brooke Bond Red Label (BBRL) Tea is a 146 year old heritage brand that stands for the “Taste of Togetherness.” The brand highlights societal issues and urges people to rise above prejudices and parochial thinking to make the world a more welcoming place
In 2015, India heard a new voice. The voice of the Transgender community that had been subjected to untold injustice and abuse. While the Supreme Court had granted them legal status, society contributed to close its doors to them.
In a media first, we launched India’s first transgender band, the ‘6 Pack Band’ to bring alive the ‘Togetherness’ proposition. With the aim of ending the stigma surrounding them, we used media to
a)    Generated awareness of the issue and the need for transgender integration
b)    Offered a solution by conceptualizing and popularizing the band
c)    Garnered support from the music and Bollywood world
d)    Used popular culture (music) to change popular culture (the plight of the Transgender) 
Partners
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