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Time of India
19-06-2025
- Entertainment
- Time of India
More than just advertising: Cannes Lions 2025
By Neville Shah In the chaos of Cannes, sometimes quietly, sometimes with an ovation, you're reminded that an idea can move the world. The wins are a testament to how much sharper, braver, and more diverse our creative voice is becoming. But this piece isn't about medals. It's about meaning. About momentum There's a deeper pulse to Cannes this year. In every panel, every session, every debate, there seems to be a relentless pursuit of creativity . And not just the big-ticket celebrity talks. Even the more nuanced, niche panels are packed. What's truly wonderful is there are more young people here than I've ever seen. Bright-eyed, curious, overwhelmed, slightly hungover, and wildly optimistic. That kind of energy is contagious. And necessary. There is something else that's shifted too. The Indian contingent feels super connected this year. You can see it in the way we clap and cheer for each other. In taking photos and photobombing each other. In the hooting and clapping from the aisles. Less side-eye, more side-hugs. Less competition, more community. And that, more than the wins, might be the real breakthrough. Every year, Cannes adds more categories, more awards , and honours more pioneers. But even as the festival grows, it still rewards vulnerability. Because at the heart of every entry, every win, every shortlist, is someone who said: here's a piece of me. My idea. My belief. And now I'm going to put it out into the world for you to judge. That. Takes. Guts. And when a jury of peers from all over the world say, this is the piece of work, we honour, it's a reminder of why this work matters. Because advertising , at its best, isn't just selling. It's shifting minds. Changing laws. Creating access. Giving voice. And it's not 'just advertising' if it moves people, changes lives, and pushes business forward. So yes, the cases are beautiful. But behind each is a mountain of unseen effort. Edits that didn't make it. Ideas that almost died. Choices that shaped the outcome. And above all, the tenacity to push through. That's what stays with me. That's what I'm taking back. I'm leaving with more hunger than I came with. To build. To back the brave. To keep going. Because this isn't just advertising. It never was. It's a quiet rebellion. A mad religion. A scattered tribe of people who believe that no matter the brief, the politics, the pressure - the only thing that truly matters is the idea. (The writer is the CCO of FCB Kinnect & FCB/SIX India. He is a Grand Prix winner at Cannes Lions International Festival of Creativity 2025. Views expressed are personal.)
Time of India
17-06-2025
- Business
- Time of India
Flipkart's new campaign redefines smart shopping with unmatched flair
HighlightsFlipkart has launched its upgraded loyalty program, Flipkart Plus, which now offers an additional five percent discount on all products through a rewards currency called SuperCoins. The new advertising campaign features a fun digital film starring a trendy grandfather and grandmother who demonstrate how Flipkart Plus enhances the shopping experience with style and savings. Rahat Patel, Vice President of Loyalty at Flipkart, emphasized that Flipkart Plus is designed to provide exceptional value to customers on a daily basis, rewarding them with SuperCoins for every purchase. Flipkart, India's homegrown e-commerce marketplace , has unveiled its upgraded loyalty programme ' Flipkart Plus ' in a new campaign that showcases how every shopping transaction on Flipkart can be a rewarding experience. Flipkart Plus is Flipkart's flagship membership program, offering great savings and shopping privileges that enable customers to shop smarter. At the heart of the program is SuperCoins , which is the rewards currency that, for the first time, now unlocks an extra five per cent off across all Flipkart products. The new Flipkart Plus campaign features a digital film starring an effortlessly cool Dadaji and Dadiji, who break stereotypes and redefine smart shopping with unmatched flair. Set against the lively backdrop of a semi-urban terrace, the ad opens with Dadaji skateboarding in shades and headphones while watering plants, setting the tone for a cheeky, high-octane narrative. A neighbor's playful question, 'Inki pension dollars mein aati hai kya?' is met with a quip from Dadiji: 'Flipkart Plus se aati hai! SuperCoins milte hain har order pe!' She then reveals how SuperCoins unlock extra savings of give per cent off across categories like electronics, fashion, and daily essentials while flaunting a slick Bluetooth speaker. The film culminates in a rhythmic hip-hop groove, as the senior duo dances with panache, making a bold statement: loyalty is best served with swag. The Flipkart blue and yellow flash across the screen with a final message: 'SuperCoins matlab Super Savings'. Rahat Patel, vice president - loyalty, Flipkart, said, 'Flipkart Plus aims at delivering unmatched value to its customers every single day. Our most engaged customers, part of the Plus program, earn SuperCoins on every order.' The campaign is conceptualised and executed by Boat House Media in collaboration with FCB Kinnect, and showcases Flipkart's continued focus on building cultural resonance through storytelling. To ensure widespread reach and cultural resonance, the film will be available in multiple languages, including Hindi and Kannada. Watch the video here:
Time of India
16-06-2025
- Entertainment
- Time of India
India secures seven lions on day one of Cannes Lions 2025
India began its presence at the Cannes Lions International Festival of Creativity 2025 by securing a total of seven Lions on the first day. This initial tally includes four Silver Lions and three Bronze Lions across the Outdoor, Health & Wellness, and Pharma categories. Outdoor Category highlights: The Outdoor category saw significant recognition for Indian agencies, with two Silver and three Bronze Lions awarded. Talented earned a Silver Lion for its "Nature Shapes Britannia" campaign for Britannia Industries. This Out-of-Home (OOH) effort integrated environmental awareness with billboard advertising . FCB Kinnect secured a Silver Lion for "Too Yumm! To Cheer" for Too Yumm!. The campaign addressed stadium snack restrictions during cricket matches by introducing edible cheer signs. Ogilvy Mumbai received two Bronze Lions in the Outdoor category. One was for "Chai Bansuri – The Tea Flute" for Unilever's Brooke Bond Taj Mahal, an installation that combined the ritual of tea with Indian classical music. The second Bronze was for "Vi Guardian Beads" for Vodafone Idea (Vi). FCB India also contributed a Bronze Lion in the Outdoor category for "Lucky Yatra" for Indian Railways. This campaign utilized contextual out-of-home placements, digital media, and on-train messaging to engage commuters. Health and Wellness and Pharma Categories: India also saw wins in health-focused categories: In the Health and Wellness category, Godrej Creative Lab received a Silver Lion for its "Naga Saint Eye Test" campaign for the Eyebetes Foundation. This initiative, conducted at Kumbh 2025, provided eye screenings and diabetes testing. Lowe Lintas was awarded a Silver Lion in the Pharma category for its "Dawai Reader" campaign, developed for Alkem Laboratories. The awards on Day One reflect a focus on culturally relevant work, campaigns addressing social impact, and innovative problem-solving within the Indian advertising landscape. More awards will be announced throughout the week as the festival continues.
Time of India
08-05-2025
- Business
- Time of India
Aditya Birla Capital confronts the rising cost of motherhood
HighlightsAditya Birla Capital's campaign 'Motherhood on Hold' emphasizes the financial challenges women face in deciding to become mothers, encouraging early financial planning. The campaign creatively portrays the emotional toll of delaying motherhood, using a poignant HR exit interview metaphor to symbolize the deferral of motherhood dreams due to financial constraints. According to Darshana Shah, Chief Marketing Officer of Aditya Birla Capital, the campaign serves as a reminder that motherhood should never be a compromise and highlights the importance of financial readiness. Challenging the traditional Mother's Day narrative, the campaign urges women to reclaim agency over their timelines through financial readiness and planning. This Mother's Day, Aditya Birla Capital in creative partnership with FCB Kinnect moves beyond the usual celebratory lens to spotlight a growing and often unspoken truth - the rising cost of motherhood , and how it's compelling many women to put their dreams of parenthood on hold. Titled 'Motherhood on Hold', the campaign has brought to life a powerful insight - for many women today, the decision to become a mother is no longer purely emotional, it's increasingly financial. Backed by data that reveals a rising number of women delaying motherhood due to growing expenses, from prenatal care and childcare to education and everyday living, the campaign underscores the importance of early financial planning. It encourages women to take control of their timelines, reminding them that with the right preparation, motherhood can be a choice, not a compromise. The campaign employs a surprising and thought-provoking narrative device. A woman is seen conducting what appears to be a routine HR exit interview. But in a poignant twist, the 'candidate' she's letting go is revealed to be her own future child - a dream deferred by financial constraints. The campaign paints a deeply relatable picture: that for many, delaying motherhood isn't a decision made lightly, it's a consequence of rising costs. And while the choice may be difficult, financial readiness can make all the difference. Darshana Shah, chief marketing officer, Aditya Birla Capital said, 'Motherhood should never be a compromise. 'Motherhood On Hold' is a powerful reminder of the financial realities many women face today, and a call to act early, so that dreams like motherhood aren't dictated by circumstance.' Chandni Shah, chief operating officer, FCB Kinnect added, 'Motherhood on Hold' is for the women still waiting to become mothers, a reality often left out of the conversation. And that's where creativity becomes meaningful, when it bridges emotional insight with brand purpose.' Neville Shah, chief creative officer, FCB Kinnect said, 'Today planning for motherhood is stressful enough as it is. And to add to it, the cost of becoming a mother and being a parent is rising. We just wanted to gently nudge the people who want to be mothers that we can help them plan one thing and ease that stress.' Watch the video here:
Time of India
23-04-2025
- Business
- Time of India
Flipkart ad labels its double sale as Sa Sa Le Le
E-commerce giant Flipkart has launched a summer sale campaign. Dubbed "SASA LELE," the double sale campaign promises twice the excitement and twice the discounts. The campaign hinges on a jingle that repeatedly chants "SaSa LeLe" instead of explicitly mentioning a sale. The jingle is accompanied by visuals that showcase Flipkart's diverse product catalogue – from refrigerators to kurtas – in a repetitive and absurd manner. A promotional link released by Flipkart warns viewers, "Be warned warned, you can't see this just once once." Pratik Shetty, CMO at Flipkart, said, "We briefed the team to be bold, creative, and unexpected. And SASA LELE hits that sweet spot. It's so strange, it's smart. The audience will watch it once, then twice. Maybe thrice. SASA LELE is beyond possibilities – it's not just a sale, it's a DOUBLE SALE.' Rohan Mehta, CEO of FCB Kinnect , added, "In today's attention economy, the weird wins. And with this campaign, we doubled down on the weird. SASA LELE is a dream come true for our mad-hatters. It's creative, it's memorable, and most importantly, it's unmistakably Flipkart." Neville Shah, CCO at FCB Kinnect, said, 'A sale is about selling. And with a sale almost on all the time, we needed to announce the size of this. We looked at pop culture. Then owned it. A meme made GRAND? Opera. What are the things on sale? THE CATALOGUE. How do we have fun? Like this. We love it.' Whether it's the nonsensical jingle, the repetitive visuals, or the sheer audacity of the concept, one thing is clear: Flipkart is betting big on the power of the unusual to capture consumer attention and drive sales. Watch the film here:
