Ashwini GangalPublished: 26 Jun 2015, 12:00 AM
Advertising

Cannes 2015: O&M shortlisted for Branded Content & Entertainment Lion

The agency’s Mother Exchange campaign for Adani Wilmar’s Fortune Oil has been shortlisted

Work by one Indian agency has been shortlisted for a Branded Content & Entertainment Lion – Ogilvy & Mather Mumbai.

Cannes 2015: O&M shortlisted for Branded Content & Entertainment Lion

The agency’s touching ‘Mother Exchange’ campaign for Adani Wilmar’s Fortune Oil has pulled in this shortlist. The sub-category is called ‘Non-Fiction: Online (15 minutes or under in length)’.

Still Waters Films Chennai is listed as the production house.

Launched around Mother’s Day this year, the campaign is about mothers and their sons who live in different cities. When children leave home to attend college in a different city, what they miss most is ‘ghar ka khana’ or home-cooked food. Fortune, an edible oil brand, tapped into this very insight and created a digital campaign around two such students, one studying in Chennai, the other in Jodhpur.

Through the brand’s ‘Mother Exchange Programme’, the mothers of these two boys got in touch. Over the phone, one taught the other the recipe to her son’s favourite dish. The boys were delighted when they tasted these meals.

The film ends with a super that reads: ‘Find a mother for your child in another city. Log onto www.motherexchange.in,’ urging viewers to log onto the brand’s microsite, a platform through which a mother can participate in the programme.

In conversation with afaqs! last month, Piyush Pandey, executive chairman and creative director, Ogilvy South Asia, said, "I found it very difficult all through my life to live without home food. I have studied away from home, played cricket away from home and travelled far away from home. I wish somebody had come up with this idea in my growing years."

Read our detailed story about this campaign here

No shortlists for India in the Titanium and Integrated category. No shortlists for India in the Film Craft category either.