In 2022, the Cannes Lions International Festival of Creativity will hold an on-ground event after a two-year hiatus. Between the 20th and 24th of June, the industry’s red carpet award nights will honour global creative achievement.
As is customary in this region, Campaign India will lead the charge by highlighting all of India’s festival entries in our ‘Cannes Contenders’ series.
This is predicated on the idea that Cannes jurors don’t have enough time to thoroughly examine and deliberate a piece of work they haven’t seen before.
This series is intended to familiarise them with the best work coming out of India and South Asia before they begin judging. And, of course, to introduce the rest of the industry to work from this region that is participating at this year’s Cannes Lions.
Women in India are still subjected to comments such as ‘prepare for your marriage, not your MBA,’ and ‘what would people say if you play sports with guys,’ even in the twenty-first century.
These findings pointed to a deep-seated cultural gender bias that prevents millions of young women from seeking knowledge and asking questions. As a result, their potential and goals are limited.
Information, according to Google, is essentially empowering. So, in this environment, we knew Google voice search would play a key part in breaking down this enormous barrier and empowering women.
As a result, #SearchForChange was formed — a Google India Women’s Day outdoor campaign that attacked regressive gender biassed voices in society. Women were motivated to do the same, and they were given a tool to access their talents and goals.
Toaster sparked a national discourse using strategically crafted offline and online assets, as well as the usage of motivating individuals.
As a result, they had to overcome a substantial cultural hurdle in order to boost relevance and use of Google’s voice search product.
While voice search made finding information simple and natural for everyone, Toaster realised there was another important obstacle that it couldn’t remove on its own: a cultural barrier that is holding half of the population back.
Gender-biased voices, both within and outside the home, tease and discourage women when they ask questions, according to research. As a result, they are being limited.
Google chose Women’s Day as the launch date for this campaign because it is the one day of the year when everyone is focused on women. However, this was also its most difficult task.
It’s a day when nearly every company and individual focuses on posting posts, tweets, stories, and reels honouring women. The technique had to be able to cut through all of this in this situation.
As the online conversation escalated, Google stepped up on March 8th, International Women’s Day, to demonstrate the power of women’s voices and voice search against gender biases using the same hoardings.
Women celebrities and inspiring local women heroes were featured on these hoardings, and our message was reinforced via social media.
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