P&G Whisper, ACKO & Shaadi.com makes in to Cannes Lions 2021
Publicis-owned Leo Burnett’s work for ACKO, P&G Whisper and Shaadi.com has entered the Cannes Lions 2021. Dheeraj Sinha, the CEO& Chief Strategy Officer of the South Asian wing of Leo Burnett mentioned that the agency selected these three entries primary due to their ability to use technology to solve issues.
Leo Burnett has succeeded in using more than words and images to solve potential problems. With Whisper, they were able to provide a platform for girls to help them continue education. With shaadi.com they were able to transfer the wedding arrangements onto an online platform. With Acko, they created a technology that helps riders to identify submerged potholes which could help reduce accidents.
#Mobileshaala from Whisper
In India, almost 23 million girls had dropped out of school because of periods. With the pandemic, the rate of dropout of girls from schools only increased. Whisper has been trying to bring girls back to school for almost three decades and pandemic was about to ruin the whole effort. Girls needed a way to attend classes and continue their education during the pandemic when the schools remained shut.
Mobileshaala was launched by whisper to help the girls from the underprivileged section to continue education despite the pandemic. Whisper provided the students, online classes, for free and in 6 major regional languages through this programme. The contents were made accessible through almost 400 million basic feature phones, something that is widely used in India. This reveals Whisper’s determination to destroy any complications that hinder the education of girls.
#StreetEye from ACKO
Pothole related accidents are common in India to the extent that in 2019 alone almost 2140 deaths were reported in India. Monsoon only aggravates this condition as potholes would be filled with water making it invisible and causing more accidents. ACKO partnered with Leo Burnett to create ‘StreetEye’, a device that can be attached to the motorcycle. The device helps to identify potholes that are filled with water and thus avoid danger. It uses AI technology and light detecting stereo cams for this purpose. The device can detect spatial disturbances from a distance thus providing the rider enough time to slow down and deviate from the pothole.
#WeddingsFromHome from Shaadi.com
Pandemic had forced many to postpone weddings indefinitely. Shaadi.com launched their #WeddingsFromHome programme to help couples to conduct their wedding without needing to step out of their home. This programme lets people conduct their whole wedding on a virtual platform. Every ceremony including the rituals and celebrations can be conducted on the virtual platform provided through this programme.