London International Awards
2023 Winners and Finalists
Gold
Use of Social Media & Influencers
Social Media Post
| Entrant: | Brand David, Mumbai |
| Brand: | Fiama |
| Title: | "Fiama Talking Memes" |
| Corporate Name of Client (if applicable): | ITC Limited |
| Agency: | Ogilvy India, Mumbai |
| Group Creative Director: | Arun Ganesh |
| Senior Creative Director: | Surendra Gohey |
| Creative Controller: | Taranjeet Gulati |
| Client Services Director: | Mousumi Haldar |
| Group Account Manager: | Iqra Malik |
| Vice President - Planning: | Karishma Gupta |
| Group Head - Planning: | Aatman Pawar |
| Junior Planner: | Kunjal Unadkat |
| Production Company: | Hungry Films, Mumbai |
| Social Media Company: | Yuvaa, Mumbai |
Description:
Teens in India are flooding social media with dark memes about their mental health. With the topic of mental illness still being taboo and therapy being unaffordable, they use these bleak memes as an outlet to share their feelings…
And to cope.
FIAMA, A brand that stands for joyful living, decided to help, with Talking Memes. On World Mental Health Day, for the first time ever, tiny, static images started moving and talking to its viewers, and sharers.
They urged teens to talk to therapists… something way more helpful than just sharing dark memes.
We partnered with Minds foundation, a mental health NGO, and offered therapy at affordable prices.
The talking memes urged teens to talk to experts for help, and more importantly, started a much needed conversation about mental health in society.