Last night at the Cannes Lions International Festival of Creativity for 2022, FCB India, FCB Chicago and Kinnect won two gold, two silver and two bronze Lions for their campaign #Chatpat in the Social & Influencer, Media and Direct categories.
The three came together to create and recruit SOS Children Villages, India’s first brand ambassador – #Chatpat, to help the child care NGO in creating awareness and helping it raise funds for the homeless and destitute.
This social movement has been exceedingly successful, with multiple brands coming on board. On Children’s Day ’21, a 10-year-old boy – Chatpat, from the streets of Mumbai, shared ‘gyaan’ videos around quirks from the streets. While his videos instantly started winning hearts, there was an underlying message of the harsh reality of a 10-year-old living and surviving on the streets that got noticed.
SOS Children Villages India (SOSCVI) has been doing great work over the last 60 years, but this campaign put them on the global map. It was not only a breakthrough idea for the NGO to garner corporate donations but also one that uniquely enhanced brand value by recreating some of their iconic work around a social cause. Generosity at its very best, where #Chatpat gave to the brand first!
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Speaking on the momentous wins, Rohit Ohri, chairman and CEO, FCB Group India, said, “These wins are testimony to our great partnership with Kinnect in India. Creative collaboration at its very best. I’m also grateful to FCB Chicago for helping us hone our campaign. #Chatpat is a breakthrough idea for garnering corporate funding for NGOs. What I’m truly delighted about is that SOS Children’s Villages met their corporate funding objectives through this campaign.”
“While I understand the power of celebrity culture, I have resented the economics of it. This campaign uses a 10-year-old from the streets who teaches the truly rich how to give. This must be the only donation campaign in the world that gives you something even before you give them a cent,” adds Swati Bhattacharya, creative chairperson, FCB India.
“Today is ‘the day’ we achieve our five-year-old goal on Kinnect’s ‘Dream Board’ of winning a CANNES LION, and everyone is thrilled as we bring the pride home. I am super proud of all #Kinnectors and how far we have come together in making this dream come true —looking forward to many more magnificent years for us at Kinnect. It has also been a great partnership with FCB. This win is a testament to the growing partnership and the extraordinary work we look to bring to the table together,” said Rohan Mehta, CEO of Kinnect.
Congrats to our friends at FCB Chicago.
