Cannes Lions
McCANN INDIA, Mumbai / PERFETTI VAN MELLE / 2021
Overview
Entries
Credits
Execution
This film portrays reality in India: ‘A woman denied a seat reserved for women by some miscreants.’ But this is when two young men decide that they won’t be mere spectators. The lyrics complement this perfectly by capturing this bold move made by the guys. In fact, the lyrics also motivate the people at large to stand up and act when they encounter a similar situation. The usage of a famous, age-old Hindi idiom, ‘Laaton ke bhoot jab kaabu na aayein’, (Those who don’t fall in line, got to be taught a lesson), makes it very relatable and likeable for the masses. In the subsequent lines, ‘thodi si light maaro sachhi si’, ‘dikha bateesi, kar baat achhi si’. (Flash your white, make things right), the lyrics also integrate the product promise and the intended message seamlessly. The music echoes the light-hearted mood of the film, leaving behind a hummable tune.
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