India Kicks Off Lions Score With Health & Wellness Lions Wins

India begins its first Lions at The Cannes Lions International Festival of Creativity in the Health and Wellness category.

McCann's 'Fit My Feet' campaign for Buckaroo won a Gold Lion in Healthcare Product Innovation and Bronze in Brand Experience & Activation. The campaign is aimed to raise awareness about the importance of properly fitting footwear for children's foot health. 

Commenting on the win Prasoon Joshi Chairman McCann Asia Pacific & CEO and Chief Creative Officer McCann India said, “Fit my feet weaves threads of compassion along with innovation for individuals affected by clubfoot and India’s cobbler community. 

We at McCann India worked closely with the Indian brand Buckaroo which in its ethos carries the vision of revolutionising footwear, and it’s great that we could come up with this initiative to transform the lifestyles of the ones whose specific needs are largely ignored. Our compassion driven and design-led idea helps uplift individuals with clubfoot while also providing a new commerce stream to the cobbler community of India.

We all excited about this initiative. I specially want to mention Vikram Dhembare who since inception to execution has been the key to this project."

"By making this effort of  crafting personalised footwear for individuals with clubfoot, the cobblers are not only providing comfortable solutions to them but also nurturing a sense of inclusivity and empowerment within them.

For McCann Worldgroup India, it is one of our progressive steps towards a society where every individual's unique needs are met with creativity, compassion, and dedication,” he added.

Ogilvy Mumbai also made a mark in Film: Cinema, TV & Digital Film Content, winning a Bronze Lion for their campaign, 'The Impossible Choice,' created for St Jude India Childcare Centres. The film sheds light on the difficult decisions families face when a child is diagnosed with cancer, highlighting the critical role that St Jude India Childcare Centres play in providing support and care during these challenging times.

Wendy Chan, Health Creative Lead for Asia Pacific at Edelman served as the Jury President for the category with Mukund Olety, Chief Creative Officer at VML India, representing India as a juror.

On the McCann Gold, Jury Chair Wendy Chan, Health Creative Lead, Asia Pacific, Edelman explained that the jury wanted to encourage brands that were not in the healthcare category but were doing more to put health and wellbeing in focus. “Even a shortlist is difficult in Cannes Lions and a Gold is a very significant win. This was more on lines of a wellness idea and it was coming from a footwear brand. We also wanted to encourage more non-health brands.”

Reema Bhaduri

BW Reporters The author is the Editorial Lead at BW Businessworld. Majorly writes on marketing, advertising, experiential marketing and retail. She closely looks upon the vertical of BW Marketing World and BW Retail World.