Cumulus PR, an integrated communications consultancy based in Gurugram won two 2 PR Lions at Cannes Lions International Festival of Creativity 2022. Additionally, the agency bagged 7 more awards including 2 Gold Lions across other shared categories.
Cumulus’ work for UNAIDS and SOS Children’s Villages India in partnership with FCB India and FCB Chicago swept the awards across different categories - from PR to Social influencer to Media and Direct.
Speaking on the wins, from the Festival venue in Cannes, Sumita Kumar Kaul, founding partner, Cumulus PR said, “It is a matter of great pride to be honoured at one of the highest citadels of peer reviewed communications creativity. "
She added, "Today each discipline of communications plays a simultaneous role, however, it might be visible to the audience at different points in time. In essence, our job is to find a way to leverage characters who play a part in the narrative and give them voices to create the surround sound, across platforms. With these winning campaigns, our challenge was to stay true to concept, deliver exact messages and amplify the scope without overstepping the line between solicitation and shaping opinion – or in this case seeking action and shaping opinion.”
Cumulus’ strong PR-led support for the Chatpat Ka Gyan series (SOS Children’s Villages, India) and the heartfelt UNBOX-ME (UNAIDS) campaign won it the accolades this year.
SOS Children’s Villages India's #Chatpatkagyaan ensured a Gold Lion each in Social Influencer (Cultural insights category -Non-profit) and Media (Non-profit), Silver Lion in Social Influencer (innovative use of influencer) and Media (use of stunt) and Bronze in Direct (Breakthrough on a budget) and Bronze for Social Influencer (Social Media Series)
UNAIDS Unbox Me campaign on the other hand netted 2 PR Bronze Lions in Social Engagement and a Bronze Lion in the Direct Category (Social Engagement category) and another Bronze Lion in Social Influencer (Cultural Insight - non-profit) for Cumulus at this most celebrated and revered international festival of creativity.
This is Cumulus’ second winning streak at the Cannes Lion Festival after similar big wins in 2019.
Speaking on the wins, from the Festival venue in Cannes, Sumita Kumar Kaul, founding partner, Cumulus PR said, “It is a matter of great pride to be honoured at one of the highest citadels of peer reviewed communications creativity. These awards are a reiteration of our practice principles and our belief that ideas become even more powerful when integrated across all disciplines of communications – Advertising, PR and Social. We are also celebrating a great partnership with FCB India and FCB Kinnect team on these awards”.
"We look forward to many more accolades in collaboration with FCB India and our clients who put their faith in us." she added.
About the winning campaigns:
Chatpat - SOS Children’s Villages India campaign
FCB India, FCB Chicago and Kinnect 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!
Instagram : chatpatkagyaan
YouTube : Chatpat Ka Gyaan
The ‘Unbox Me’ campaign was on behalf of UNAIDS to highlight the rights of trans children in lead up to the International Transgender Day of Visibility. Project ‘Unbox Me’ tried to symbolically address the isolation and marginalization of trans children, which begins in their own families. Influential personalities unboxed the hidden childhood treasures of transgender people on social media to create awareness and demand acceptance.
Instagram : unboxmevideos