THE HAWKER'S CALL

Short List
TitleTHE HAWKER'S CALL
BrandBILL & MELINDA GATES FOUNDATION
Product / ServiceSAFETY AWARENESS DURING LOCKDOWN
CategoryF04. Social Behaviour
EntrantMcCANN INDIA Mumbai, INDIA
Idea Creation McCANN INDIA Mumbai, INDIA

Credits

Name Company Position
Prasoon Joshi McCann Worldgroup India Chief Creative Officer
Ashish Chakravarty McCann Worldgroup India National Creative Director
Kapil Batra Mccann Worldgroup India Creative Head
Anand Bhushan Mccann Worldgroup India Executive Creative Director
Rajit Gupta Mccann Worldgroup India Executive Creative Director
Inderpreet Singh Mccann Worldgroup India Creative Director
Karn Singh Mccann Worldgroup India Creative Team Leader
Jeet Kalra Mccann Worldgroup India VP and Creative Head AV
Rongon Bhattacharjee Mccann Worldgroup India Senior Brand Leader
Ajay Pathak Collective Art Executive Producer
Swapnil Shetye Collective Art Director/Editor

Please tell us about the social behaviour that inspired the work

In India, there is a unique tradition followed by vegetable vendors. Whichever part they are from and whatever language they speak. While displaying vegetables on mobile hawkers, they always announce their arrival and advertise their products in an unusually loud and clear, sing-song call. People are accustomed to hearing and responding to these calls twice a day, every day. So the time in the morning and late afternoon when households prepare for lunch and dinner gave us a unique window to communicate our message. It is also common practice when certain vegetable vendors tend to the same household for years. During the lockdown, the task of spreading information had to be faster than the virus. So we decided to use their medium for our message. That's why using the Hawker's Call as a medium was uniquely Indian and their engagement with the households a great opportunity.