Cannes Lions

Lakshmi

MADNESS INDIA COMMUNICATION, New Delhi / PARDADA PARDADI EDUCATIONAL TRUST / 2017

Digital Proof JPG

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Description

The world says 'it's a boy!" when a boy is born.

And 'it's a girl!' in the case of a girl child.

However, in India, when a girl is born, we say "(Goddess) Lakshmi has arrived!".

Because India is the ONLY country in the world that worships the female as a Goddess.

In various forms.

As Durga(destroyer of evil), or as Lakshmi(Goddess of prosperity).

And the irony is that female foeticide is rampant in India...across sections.

So, in the context of the ad...(Goddess)Lakshmi, stands for prosperity/wealth.

This, essentially means...prosperity has come home.

The equation, therefore, is:

girl child = (Goddess)Lakshmi = prosperity.

So, in the 1st line of the body copy, the key word 'Lakshmi' appears twice, but has twin, different meanings.

The first 'Lakshmi' refers to the girl child(who is killed in the womb), and the last 'Lakshmi' implies prosperity.

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