Cannes Lions 2024: Dentsu Creative India’s entry – Motorola Deep Connect

Dentsu Creative India has revealed its entry for Cannes Lions 2024 – Motorola Deep Connect. This powerful campaign has been entered in as many as 19 categories. As the campaign gains global recognition, it shines bright at the Cannes Lions 2024, where it stands as a testament to corporate purpose, social responsibility, and the transformative power of technology when wielded with empathy and purpose.

Motorola Deep Connect

Client: Motorola India

In a world where connectivity is often taken for granted, there exists a forgotten community of over 330,000 coal miners who toil deep underground, cut off from their loved ones for hours on end. However, amidst the darkness of the mines, a beacon of hope emerges in the form of Motorola Deep Connect, a groundbreaking initiative by Motorola and Dentsu Creative India.

Campaign Overview

India’s 330k+ coal miners work deep underground in the darkness for over 10 hours a day. Within these dangerous subterrains, they are completely isolated and disconnected from their loved ones as mobile phones are prohibited in the mines for safety reasons. In an age when connectivity is considered a basic human right, families of this forgotten lot live through the torture of being in the dark about their well-being every single day.

Motorola Deep Connect is an innovative solution developed by Motorola and executed by Dentsu Creative India. The technology utilises miners’ existing communication infrastructure – walkie-talkies – and converts radio signals into voice calls, enabling them to connect with their families back home through smartphones. A custom module installed at the surface of coal mines makes this two-way communication possible. Designed to be both affordable and scalable, and supported by a multi-lingual app, Motorola Deep Connect is truly designed for India.

Watch the campaign: 

As the campaign unfolds, the world takes notice of this extraordinary feat of innovation and humanity. Recognized across 19 categories at the Cannes Lions, Motorola Deep Connect emerges as a beacon of corporate purpose and social responsibility, a testament to the transformative power of technology when wielded with empathy and purpose.

The campaign has been entered in the following 19 Categories at Cannes Lions 2024:

Category - Audio & Radio

A02 Use of Audio & Radio Technology

A06 Audio-Led Creativity

C03 Single-Market Campaign

C07 Corporate Purpose & Social Responsibility

Category – Brand Experience & Activation

B02 Use of Mobile & Devices

B09 Tech-Led Brand

E03 Single-Market Campaign

E06 Breakthrough on a Budget

Category - Direct

D02 Use of Mobile

F06  Breakthrough on a Budget

F07 Corporate Purpose & Social Responsibility

Category - Innovation

B02 Product Innovation

B04 Societal Innovation

Category - Sustainable Development Goals

A03 Good Health And Well-being

Category - Titanium

A01 Titanium

Category - Health & Wellness

A05 Health & Wellness Tech- Audio & Radio

A05 Health & Wellness Tech- Healthcare Product Innovation

A05 Health & Wellness Tech- Mobile

A05 Health & Wellness Tech- Use of Technology

Dentsu Creative India had concluded Cannes Lions 2022 chapter on a high note, being declared Agency of the Year – the first Indian agency to win this Award. Dentsu Creative India’s metals tally at Cannes Lions 2022 included – 3 Grand Prix, 1 Titanium, 1 Gold, 4 Silver, 3 Bronze Lions. Dentsu Creative’s entry ‘The Everything Book’, created for Vedantu e-Learning, was shortlisted for awards in 2023.