Cannes Lions

SOUND - HINDI

DENTSU CREATIVE IMPACT, Gurgaon / MAX HEALTHCARE / 2017

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Description

In India, every child is taught the Alphabet using objects. For example, they are made to recite, “A for Ass, B for Bee”, and so on. But some don’t have access to this privilege – the blind. They learn using their other senses, one being sound.

So, we use the sounds made by certain objects and turned it into a radio spot for Max Healthcare, urging people to donate their eyes.

Instead of “A” standing for “Ass”, it now stood for “Braying”, the sound made by the animal (Ass). Similarly, other letters followed.

Taking a common practice in India and flipping it on its head, it left the audience surprised from the very beginning, eagerly awaiting the conclusion.

Eventually, Max Healthcare revealed that some people experience the world only through their ears, and asked the audience to help them see it too.

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