Indian creativity shines bright at Cannes Lions 2025: A wave of shortlists
The French Riviera is currently roaring with the energy of the
Cannes Lions International Festival of Creativity
2025, which officially commenced on June 16th. For India, the festival has already delivered news, with the nation's creative agencies securing 64 shortlists across 15 diverse categories as of the latest announcements. This robust showing, from a total of 982 Indian entries this year, underscores the country's growing influence and creative prowess on the global
advertising
stage.
Leading the Indian tally are powerhouses like Ogilvy India with 13 shortlists and FCB India with 11 shortlists. Hot on their heels are Talented and Havas Creative India, each with seven shortlists, while Leo Burnett has garnered four. This distribution reflects a broad base of creative strength across various agencies.
Let's delve into the categories where Indian campaigns are making their mark:
Titanium Lions: Redefining creative boundaries
The prestigious Dan Wieden Titanium Lions category, dedicated to groundbreaking and industry-shifting ideas, features three standout Indian campaigns:
"Lucky Yatra" for Indian Railways by FCB India
: This campaign tackles the persistent issue of ticketless travel by transforming every valid train ticket into a potential lottery entry. It's a prime example of leveraging cultural insights to drive behavioral change through positive reinforcement.
"Nature Shapes Britannia" for Britannia Industries by Talented
: This entry artfully weaves environmental responsibility into the brand narrative, reflecting a growing global focus on sustainable communication.
"Ink of Democracy" for The Times of India Group by Havas, Mumbai:
A campaign celebrating India's democratic spirit, it has resonated with juries for its compelling message and impactful execution.
Engagement and craft categories: India makes a splash
Beyond Titanium, Indian entries have demonstrated significant strength across a wide array of categories, including new shortlists in Media, PR, Design, Direct, Entertainment and Craft disciplines.
Media Lions (nine shortlists):
"Eye Test Menu" for Titan Company by Ogilvy Bangalore:
Noted for its media strategy, also shortlisted in Outdoor and Health and Wellness.
"Ink of Democracy" for The Times of India by Havas Mumbai
: Recognised for print media use.
"Nature Shapes Britannia" for Britannia by Talented:
Shortlisted for its use of outdoor media.
"Takeoff Takeover" for Cathay Pacific by Leo Mumbai:
An approach utilising outdoor media.
"Garuda Rakshak" for DSP Mutual Funds by Dentsu Creative:
Recognised for its use of emerging technology.
"Vi Guardian Beads" for Vi (Vodafone Idea) by Ogilvy Mumbai
: Shortlisted for Social Behaviour.
PR Lions (seven shortlists):
"Lucky Yatra" for Indian Railways by FCB India:
Received four shortlists covering "Travel, Leisure, Retail, Restaurants and Fast-food chains," "Local Brand," "Social Behaviour," and "Breakthrough on a Budget."
"Box to Beds" for Amazon by Ogilvy, Mumbai:
Earned two shortlists for "Use of Events and Stunts" and "Cultural Engagement."
"Most Ignored Painting" for Volvo Cars India by Grey India, Mumbai:
Shortlisted for "Use of Events and Stunts."
Design Lions (five shortlists):
"Seven Layers of Truth" for Brihanmumbai Municipal Corporation by Famous Innovations, Mumbai: Recognised for "Promotional Items/Promotional Printed Media" and "Design for Behavioural Change."
"Eye Test Menu" for Titan Company by Ogilvy, Bangalore:
Shortlisted for Posters and Design for Behavioural Change.
"UV Lync" for Ultraviolette by Tgthr, Bangalore:
Acknowledged for "Sustainability-focused Design."
Direct Lions (five shortlists):
"Lucky Yatra" for Indian Railways by FCB India:
Received two shortlists.
"Devanagari PIN" for Axis Bank by Grey India, Mumbai:
Shortlisted for "Social Behaviour."
"Ink of Democracy" for The Times of India by Havas Creative, Mumbai:
Included in this category.
"Oreo History in the Baking" for Oreo by Leo, Mumbai
.
Entertainment Lions for Gaming (two shortlists):
"Great In-Game Wedding" for Battlegrounds Mobile India by DDB Mudra, Mumbai:
Shortlisted in "Community Management/Social Engagement" and "Cultural Engagement."
Entertainment Lions for Music (three shortlists):
"The Girl Who Played the Tutari" for Coca-Cola by VML, Mumbai:
Recognised for "Use of Original Composition" and "Cultural Engagement."
"Oye Lucky" for WhatsApp by BBDO India, Mumbai:
Shortlisted for "Brand or Product Integration into Music Content."
Entertainment Lions for Sport (three shortlists):
"Avani's Gold" for Britannia Marie Gold by Talented, Bangalore:
Secured two shortlists for "Brand Storytelling" and "Partnerships with Sports Talent."
"Oreo History in the Baking" for Oreo by Leo, Mumbai:
Also recognised for "Fan Engagement/Distribution Strategy."
Film Craft (three shortlists):
"Dirty Money" for Steadfast by Lowe Lintas:
Shortlisted for Casting.
"Desi Oon Centre" for Centre For Pastoralism by Studio Eeksaurus
.
Apple's "Work Is Worth It"
(co-created with TBWA\India).
Industry Craft (one shortlist):
"Nature Shapes Britannia" for Britannia Industries by Talented:
Recognised for "Art Direction: Outdoor."
Social and Creator Lions (three shortlists):
"The Right Sign" for Josh by Wondrlab India:
Shortlisted for "Creator Collaboration."
"Erase Valentine's Day" for Cadbury 5-Star Chocolate by Ogilvy Mumbai:
Noted for "Use of Humour."
"Bassi vs Men's Facewash" for Garnier by BBH India:
Also shortlisted for "Use of Humour."
While India celebrates these numerous shortlists, categories such as Audio and Radio, Digital Craft, Innovation, and Glass: The Lion for Change have yet to see Indian representation in their respective shortlists. The festival's ongoing developments will reveal whether these promising shortlists will convert into coveted Lions, further cementing India's position as a creative force on the global stage.
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