Tgthr/Reckitt, Leo Burnett Earn Silver Lions On Day 5

Tgthr/ Reckitt Benckiser has won a Silver Lion for Harpic Loocator #BeFreeToPee. Leo Burnett India too has won a Silver Lion for 'Project Farm Equal' for Lay's

On the final day of Cannes Lions 2024, two Indian agencies have added to the metals list by winning Silver Lions in the Glass: The Lions for Change category.

Tgthr, in collaboration with Reckitt Benckiser clinched a Silver Lion for their campaign "Harpic Loocator #BeFreeToPee." The initiative, centred around Harpic is aimed to address the critical issue of public sanitation and toilet accessibility in India.

Saurabh jain , Regional Marketing Director & SPOC at RECKITT Hygiene SoA shares, “We are elated to be winning the Silver in Cannes Lions 2024. It is a strong testimony of the great work Harpic has been leading in the space of sanitation and hygiene in India for over a decade. At Harpic we are committed to providing access to clean and hygienic toilet to all Indians equally. This award is a feather in our cap and I am sure there will be many more in the coming years. I would also like to thank my agency partners at Tgthr for their creative brilliance and hard work that has helped take our work and message to millions in a very impactful manner.”
 

The #BeFreeToPee campaign leveraged technology to create a mobile application called 'Loocator', which helps users find clean and safe public toilets in their vicinity. This approach promotes hygiene as well as tackles the often-overlooked problem of toilet anxiety, particularly among women and marginalised communities.

Leo Burnett India's 'Project Farm Equal' for Lay's also secured a Silver Lion in the same category. The campaign addressed gender inequality in the agricultural sector, specifically focusing on potato farmers who supply to Lay's, a snack brand under PepsiCo.

The initiative is aimed to empower women farmers by providing them with equal opportunities, training and resources. It included programs to improve women's access to land ownership, agricultural technology and financial services.

Cindy Gallop, Founder & CEO of MakeLoveNotPorn, served as the President in this category. There were no Indian jurors in this category.

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.