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Time of India
8 hours ago
- Entertainment
- Time of India
Cannes was pleasant for India this year
The Indian contingent wrapped up its Cannes Lions run with a flourish, as BBDO India picked up a Silver Lion in the Sustainable Development Goals sub-category for Ariel's 'Share The Load' campaign on the final day. The recognition, which falls under the larger 'Long-Term Brand Platforms' category, is for the agency's long-running campaign created for P&G, advocating for the equal sharing of household chores. "We are honoured and thrilled. What a journey it has been-10 years of belief, commitment, and brand action for meaningful change. This award is a testament to the power of acts, not ads, in creating a better world," said Josy Paul, chairman and CCO, BBDO India. The win brought India's overall medal count to 32, underscoring a year of creative impact on the world stage. FCB India's 'Lucky Yatra' campaign for Indian Railways turned out to be India's most awarded campaign, with 9 metals across categories, including a Grand Prix. Ogilvy India followed with seven metals across campaigns made for Titan, Mondelez Cadbury's 5-Star, Amazon and Vi. Live Events Conversation Shift Two years ago, the Cannes Lions stage was dominated by dialogue around artificial intelligence (AI) and cutting-edge tech. This year, there's a focus on the 'human' factor, marking a shift - either due to a better understanding of AI or a reflection of the fear it evokes, says Kawal Shoor, co-founder of independent agency The Womb. The agency also earned a rare shortlist spot in the Film Lions category for its 'We Broke the Jinx. We Won the World Cup' campaign created for Jim Jam Pops. Shoor noted duality at play. "One track continues to celebrate the 'idea'- both spectacular and dubious, but another narrative is emerging through impact-led conversations that question the effectiveness of the previous year's winning ideas," he adds. For Abhik Santara, founder of Atom network Cannes has always been a place of contradictions. "Remarks by industry heavyweights like David Droga, Cindy Gallop and others cast a critical eye on the direction of the creative industry, with a future increasingly shaped by platforms. On the other hand, there are some great wins by India which have happened on the back of strong cultural and creative interventions," he said. Incidentally, there was an 18% increase in the participation of independent agencies this year at the festival compared to the previous year (total submissions at 26,900).
Time of India
13-05-2025
- Entertainment
- Time of India
Crompton's new TVC reimagines life through the lens of artistry
HighlightsCrompton Greaves Consumer Electricals has launched its innovative fan design campaign titled 'Sculpted, Not Made', introducing the new Crompton Fluido Fans that combine artistic design with functionality. The campaign, conceptualized by BBDO India, features a television commercial that showcases the craftsmanship involved in creating the Fluido fans, portraying them as modern, functional art pieces. Tanmay Prusty, Chief Marketing Officer of Crompton Greaves Consumer Electricals, emphasizes that the Fluido fans are designed to connect with contemporary lifestyles, raising the bar for both performance and design in the ceiling fan category. Crompton Greaves Consumer Electricals has pioneered a new chapter in fan design with the launch of its latest campaign, 'Sculpted, Not Made.' Introducing a new design innovation called the Crompton Fluido Fans , this is a new range of fluidic, sculpted fans that marks the beginning of a new design language in the category—one that seamlessly blends innovation and artistry. It is this design disconnect that Crompton addresses with its latest product innovation and new campaign 'Sculpted, Not Made'. The new campaign brings Crompton's vision to life through the lens of artistry. Just as a sculptor shapes raw material with precision and purpose, the Fluido range transforms the ordinary into a bold design statement. The new TVC, Sculpted Not Made , captures this story, showcasing the seamless, flowing forms of Fluido fans that convey a sense of movement even in stillness. More than just a campaign, it highlights Crompton's leadership in reimagining ceiling fans as modern, functional art. The newly released film, conceptualised by BBDO, captures the essence of craftsmanship and artistry, set in a sculptor's studio, where seamless and fluid sculptures take shape. The sculptor meticulously works on curves, refining every detail to perfection. Meanwhile, at an art auction, bidders compete for an exclusive masterpiece. As the sculptor completes his work, the most sought-after piece is revealed—Crompton SielntPro Fluido Wave, displayed with elegance both in the studio and at the auction house, with 'Crompton' etched onto its platform. The film showcases the curves and seamless design of Crompton's range of fans, highlighting their fluidity, elegance, and unmatched beauty. In the final shot, the Fluido finds its place in the home of the highest bidder, becoming the centerpiece of her living room. Tanmay Prusty, chief marketing officer, Crompton Greaves Consumer Electricals said, 'Our new campaign, 'Sculpted, Not Made', captures this vision beautifully, portraying Fluido not as an appliance, but as a piece of art designed to belong. As the category leader, we're proud to once again raise the bar—not just for performance, but for design that truly connects with today's lifestyle' Shruthi Subramaniam, senior creative director, BBDO India said, 'When we first saw Crompton's stunning new Fluido range of fans, we knew it was a disruptor. Not just a category disruptor, but a design disruptor. The fans are simply stunning. I love how ceilings can now become the backdrop for impeccable taste.' This 360-degree campaign will be launched on television and will further be amplified through various other mediums. Watch the video here:
