Cannes Lions
BBDO INDIA, Mumbai / VISA / 2014
Overview
Entries
Credits
Description
Women in rural India have to work to support their families at the cost of gaining an education.
Our protagonist empowers these women to take control of their lives by using her Visa Debit card to order sewing machines online with which letters of the Hindi alphabet would be sewn onto their sarees (traditional Indian attire) so they can sing and learn as they walk across the desert to fetch water.
Execution
The music/track featured in the film is an original composition. The idea was to create India's first alphabet song in the Hindi language – that would encourage women to sing and learn easily. The alphabet song was written Oscar winning lyricist. The original music score was composed. It has a cheerful folk music style so as to create greater connect with mass India. The lyrics aid and complement the story depicted in the film. The folk music makes the alphabet song catchy, relatable and adds to the local feel of the film, which is about empowering women through education in rural India.
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