Cannes Lions
LEO BURNETT INDIA, Mumbai / BAJAJ / 2011
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Description
In India people tune in to radio primarily to listen to music. Between commercial breaks they often change the channels to continue listening to music. So, more often than not, commercials end up going unnoticed.
We didn’t want that to happen to our brand and so we created what the listeners really wanted.
We created an entire song. We created an ad that sounds like a Qawwali, a popular genre of music in India usually used to tell stories.
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