The ad starts with the copy "How to carry on the family name". Then, it describes how to abort step by step. The final step is: "After three months, try again for a boy".
In opinion of the Press Lions jury president, Craig Davis: "It's wonderful that good work is coming out of places that were earlier not performing so well at Cannes. India is one of them. An entry like Aadhar 'anti-female foeticide' has beautiful copy".
From here, our congratulations to India and specially to the female copywriter Anshumani Khanna. We hope, more than never, that this copy will be not only powerful, but also effective.
Type of Entry: Newspaper
Category: Public Awareness Messages
Title: FAMILY NAME
Product/Service: ANTI FEMALE FOETICIDE
Entrant Company, City: CONTRACT INDIA, Mumbai
Advertising Agency, City: CONTRACT INDIA, Mumbai
Executive Creative Director: Ravi Deshpande
Creative Director: Raghu Bhat/Manish Bhatt
Copywriter: Anshumani Khanna
Art Director: Manan Mistry/Vimal Singh
Typographer: Manan Mistry