Latest news with #HarshKapadía
Time of India
23-06-2025
- Business
- Time of India
Hearing the gap: A Cannes Lions Innovation Special
The Cannes Lions International Festival of Creativity celebrates a broad range of creative achievements, from Grand Prix winners to significant silver and bronze honorees. As part of ' BE Extraordinary ,' a series with Harsh Kapadía, CCO, Grey India , we examine work meriting attention for its execution and outcomes. This segment specifically highlights the Innovation category, showcasing campaigns that present groundbreaking solutions, new methodologies, or advanced applications to deliver substantial and transformative effects for businesses and brands. Beer Retirement Account - Poker Beer (AB InBev), Monks / Bogotá In Bogotá, Colombia, Poker Beer, a brand under AB InBev, recognised a significant social and economic challenge faced by many informal beer sellers: a lack of adequate provisions for retirement. To address this, Poker, which already operated a loyalty program for its beer vendors, introduced an innovative initiative called "Beer Retirement Account." Developed in collaboration with Monks / Bogotá, this program fundamentally modified the existing loyalty structure. Under the new system, beer sellers were no longer limited to simply earning points for their beer purchases from distributors. Instead, their accumulated loyalty points could now be converted directly into contributions towards a personal retirement fund. This strategic B2B solution transformed a standard customer loyalty program into a powerful mechanism for fostering long-term financial security within the vendor community. By linking everyday business transactions to a vital social benefit, Poker Beer effectively addressed a critical need, demonstrating a creative approach to brand loyalty that extended into social impact. Baby Minder - Eurofarma, Ogilvy Health, New York "Baby Minder," an innovation in pediatric care, was developed by Eurofarma in collaboration with Ogilvy Health, New York. This product consists of a mobile device specifically designed to be positioned above an infant's crib. The device is equipped with a high-resolution camera and advanced sensors, and it leverages artificial intelligence (AI) and image recognition technology to continuously monitor a baby's movements throughout the night. The system's core functionality lies in its ability to recognise subtle, specific patterns of movement—such as repetitive scratching, unusual tremors, or other distinctive physical behaviors—that could serve as early indicators of underlying medical conditions or signs of distress. The primary objective of "Baby Minder" is to provide parents and caregivers with early recognition of potential health issues in infants. This proactive approach to infant health monitoring aims to facilitate timely intervention without generating undue anxiety for parents, thereby supporting a more preventative and informed care strategy. (At BE Extraordinary, a series about the winners at Cannes Lions in collaboration with Harsh Kapadia, CCO, Grey India, we peer outside the Grand Prix, and look at clutter breaking work that picked the silvers and the bronzes, but don't often get discussed.)
Time of India
23-06-2025
- Business
- Time of India
The detail that echoes: A Cannes Lions Luxury Special
The Cannes Lions International Festival of Creativity continuously evolves, and 2025 marks a pivotal year for the Luxury category. Far from being confined to traditional opulence, this year's awards underscore a profound shift: luxury brands are now defining themselves through unparalleled experiences, unwavering commitment to craftsmanship and authentic connections with a discerning, values-driven clientele. The spotlight isn't just on what is sold, but how brands pioneer new narratives and embody a deeper purpose, reflecting a market where aspiration meets responsibility and innovation. In " BE Extraordinary ," a series collaborating with Harsh Kapadía, CCO, Grey India , we highlight work that warrants discussion for its execution and results. This segment focuses on the Luxury category, exploring how brands elevate aspiration and craftsmanship through creative strategies that deliver unparalleled experiences and forge deep connections with discerning audiences. Late Checkout: A Ritz-Carlton Story - The Ritz-Carlton, Little Spain, Madrid "Late Checkout: A Ritz-Carlton Story" represents a strategic brand experience initiative by The Ritz-Carlton, a leading luxury hotel brand, developed in collaboration with Little Spain, Madrid. Faced with a highly competitive luxury accommodation market, abundant with both established and bespoke offerings, The Ritz-Carlton sought a distinctive approach to engage the evolving preferences of next-generation luxury consumers. The core of the campaign was a unique partnership with the fashion entity "Late Check Out." This collaboration culminated in the creation of a limited-edition capsule collection of merchandise, themed "Late Check Out." Crucially, the campaign pivoted away from direct promotion of the hotel's traditional services. Instead, the focus was on designing and marketing high-end, culturally relevant fashion items that resonated strongly with prevailing trends in luxury lifestyle and social media culture. This initiative served as a powerful lifestyle collaboration, allowing The Ritz-Carlton to subtly promote its brand by positioning itself squarely within contemporary luxury fashion discourse and wider cultural conversations, thereby differentiating its appeal to a new demographic. 1837 Tiffany Blue Conversation - Tiffany and Co., L&C, New York Tiffany and Co., a globally recognised luxury brand synonymous with its iconic "Tiffany Blue" color, expanded its brand purpose beyond the mere protection of its trademarked Pantone hue. In collaboration with L&C, New York, the brand recognised a powerful connection: the vibrant blue of healthy oceans and flourishing coral reefs strikingly mirrors its signature color. This realisation prompted Tiffany and Co. to engage in significant, purpose-driven work focused on environmental conservation. The initiative involved a clear commitment to preserving marine ecosystems, with a particular emphasis on oceans and coral reefs. By connecting its distinct visual identity—a color instantly recognisable worldwide—to a critical global environmental cause, Tiffany and Co. effectively demonstrated a profound commitment to protecting the natural world that embodies the very essence of its iconic brand color. This strategic move reinforced the brand's values, aligning its aesthetic heritage with a pressing ecological imperative. (At BE Extraordinary, a series about the winners at Cannes Lions in collaboration with Harsh Kapadia, CCO, Grey India, we peer outside the Grand Prix, and look at clutter breaking work that picked the silvers and the bronzes, but don't often get discussed.)
Time of India
23-06-2025
- Automotive
- Time of India
Eye for the outcome
The Cannes Lions International Festival of Creativity acknowledges creative work across various award levels, including silvers and bronzes, in addition to Grand Prix winners. As part of ' BE Extraordinary ,' a series with Harsh Kapadía, CCO, Grey India , we examine campaigns notable for their execution and outcomes. This segment focuses on the Creative Business Transformation category, presenting initiatives where creativity contributed to significant changes in business models, operations, or market presence, resulting in measurable effects for brands. Cars to Work - Renault, Publicis Conseil Renault, in collaboration with Publicis Conseil, executed a comprehensive, long-term strategy that exemplifies "Creative Business Transformation." Facing a significant loss of traditional market share and encountering public resistance towards electric vehicles, Renault made a strategic decision to fundamentally shift its primary focus towards electric car production. Prior to the mass launch of its new electric car models, Renault undertook various strategic initiatives designed to build market momentum and cultivate a strong public association with electric vehicles. These included the establishment of widely accessible charging stations, a move aimed at alleviating range anxiety and infrastructure concerns. They also proactively shared comprehensive crash test data for electric cars, addressing safety perceptions and building consumer confidence. Furthermore, Renault actively participated in developing fully electric urban zones, demonstrating the practical application and benefits of electric mobility in real-world environments. This comprehensive and integrated approach aimed to effectively position Renault as a pioneer and a leader in the electric mobility sector, systematically preparing the market for their upcoming vehicle rollout, and fundamentally transforming public perception of the brand's profound commitment to electric technology. The Other Hand - Cheetos / Frito-Lay, Goodby Silverstein and Partners The campaign titled "The Other Hand," developed by Frito-Lay in collaboration with Goodby Silverstein and Partners, represents a key component of a broader, multi-year creative business transformation strategy for Cheetos. This initiative ingeniously re-positioned a commonly perceived drawback of eating Cheetos — the distinctive orange, cheesy residue left on fingers, officially termed " Cheetle " — into a central and celebrated brand asset. Instead of attempting to eliminate this characteristic, which might have been viewed as messy by some consumers, Cheetos strategically embraced and highlighted it as an integral and unique part of the product experience. Their sustained approach involved officially naming this orange powder "Cheetle" to give it a recognised identity. "The Other Hand" and subsequent campaigns humorously illustrated various scenarios where having "Cheetle-covered fingers" could be advantageous, such as providing a convenient excuse to avoid undesirable tasks by relying on the clean "other hand." Another facet explored how the very concept of "hands-free" technology was playfully presented as being inspired by the need to avoid getting Cheetle on things. This consistent and creative strategy successfully shifted a potential negative perception into a highly positive and distinctive brand identifier, significantly contributing to consistent brand growth and fundamentally transforming how this unique product trait was perceived by consumers. (At BE Extraordinary, a series about the winners at Cannes Lions in collaboration with Harsh Kapadia, CCO, Grey India, we peer outside the Grand Prix, and look at clutter breaking work that picked the silvers and the bronzes, but don't often get discussed.)
