Cannes Lions

GOVINDA

OGILVY & MATHER MUMBAI, Mumbai / PIDILITE / 2016

Film
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The celebrations, which are witnessed on the streets during the Janmashtami festival (Lord Krishna’s birthday), feature scores of young men forming human pyramids, trying to break a clay pot suspended in mid-air. The film opens with a group gearing up to form a pyramid to break the 'Dahi-Handi'. Scores of onlookers cheer them. The human pyramid is formed and the boy on the top breaks the pot in one go. An onlooker points to another direction indicating that there's one more to break. Instead of the pyramid breaking up, it moves towards the destination in the same formation. It passes through lanes effortlessly and goes on to break another handi. Once this mission is accomplished, a boy throws a bucket of water on one of the men in the pyramid. It washes off the colour, revealing a Fevicol logo.

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