Cannes Ad Fest: A life-saving charm of McCann Worldgroup India's campaign

Cannes Ad Fest 2017: We look at 'Immunity Charm' campaign that made India's stellar performance

It is not without reason that McCann Worldgroup India’s ‘Immunity Charm’ was the most awarded campaign from India at the Cannes Ad Fest 2017. At the heart of this campaign, which took home four gold, six silver and two bronze Lions besides a Grand Prix for Good, was a simple idea: Using tradition to resolve the country’s festering problem of high infant mortality. By using a charm bracelet that is slipped on to children’s wrists to ward off the evil eye, the campaign created an effective and compelling symbol, while making it easier for mothers and doctors to chart a