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Time of India

Indian ads vying for glory at Cannes Lions 2025

HighlightsThe Cannes Lions International Festival of Creativity 2025, taking place from June 16 to 20, has seen Indian agencies secure 22 shortlists across five categories, showcasing the nation's vibrant creative landscape. FCB India's campaign 'Lucky Yatra' for Indian Railways, which introduces a lottery system to encourage ticket purchases, has earned a prestigious shortlist in the Dan Wieden Titanium Lions category, highlighting innovative solutions to social issues. Dentsu Creative India's entries, such as 'Garuda Rakshak' utilizing drones to tackle child disappearances and 'Hug of Life' transforming hot water bottles into breast self-exam guides, exemplify the integration of technology in social causes within the advertising space. The French Riviera is once again abuzz with the annual Cannes Lions International Festival of Creativity 2025 that unfolds from June 16 to 20. For India, a nation known for its diverse narratives and ingenious solutions, the festival presents a vital platform. This year, with 982 entries, Indian agencies are making their presence felt, translating local nuances into globally resonant campaigns. While the grand awards are yet to be fully revealed, the shortlists offer a sneak peek into the country's creative pulse, tallying 22 shortlists across five categories. One of the most talked-about campaigns to make a significant mark is FCB India 's "Lucky Yatra" for Indian Railways. This initiative, which cleverly encourages ticket purchases by weaving in a lottery system, has earned a coveted shortlist in the Dan Wieden Titanium Lions category . The Titanium Lions are reserved for truly transformative ideas, and "Lucky Yatra" demonstrates how a creative approach can tackle a pervasive social issue like ticketless travel with a positive incentive rather than just penalties. Its presence in this elite category underscores a shift towards impactful, problem-solving creativity. Beyond this headline-grabbing entry, FCB India has showcased a broader portfolio. Their "Colour Blindness Detection Book" for Navneet, integrating subtle Ishihara-style tests into children's illustrations, and "Barabari Ki Bhasha" for Navbharat Times, aimed at promoting gender-neutral language, highlight a commitment to social messaging. Even a campaign like "Uber One, Takes One to Get One" for Uber India, which plays on a phonetic quirk, demonstrates an acute understanding of the Indian consumer landscape. Another strong contender in the Titanium category is Talented's "Nature Shapes Britannia" for Britannia Industries. This campaign intricately links environmental themes with the brand's core identity, speaking to a growing consumer consciousness around sustainability. Similarly, Havas' "Ink of Democracy" for The Times of India Group, a powerful narrative celebrating India's democratic spirit, has also found a place on the Titanium shortlist, and earned multiple shortlists in the Print and Publishing category. The shortlists released so far, spanning Health and Wellness, Outdoor, Pharma and Print and Publishing categories, reveal a rich tapestry of Indian creativity: Outdoor: India has secured a remarkable 13 shortlists. Campaigns like Honda Motorcycle and Scooter India's "Dry Thru" by Tribes Communication, Ogilvy Mumbai's "Chai Basuri - Tea Flute" for Brooke Bond Taj Mahal, and multiple nods for FCB India's "Lucky Yatra" demonstrate a diverse approach to outdoor advertising, from special builds to culturally resonant live events. Ogilvy Bangalore's "Eye Test Menu" for Titan Company also stands out with multiple shortlists, showcasing interactive experiences. Health and Wellness: "Project Early Periods" for P&G Whisper by Leo Burnett, Mumbai, "Eye Test Menu" for Titan Company by Ogilvy, Bangalore, and "Naga Saint Eye Test" for Eyebetes Foundation by Godrej Creative Lab, Maharashtra, highlight a focus on public health and awareness. Pharma: Lowe Lintas' "Dawai Reader" for Alkem Laboratories, designed to help local chemists accurately decipher illegible prescriptions in rural India using AI, has received multiple shortlists, pointing to innovation in healthcare access. Print and Publishing: Besides Havas' "Ink of Democracy," Famous Innovations, Mumbai's "Seven Layers Of Truth" for Brihanmumbai Municipal Corporation has been shortlisted. This campaign directly addresses cultural beliefs surrounding C-sections, showing how print can be used for impactful social commentary. Beyond these initial shortlists, other agencies have also sent a compelling array of work: BBDO India continues its legacy with the enduring "#ShareTheLoad" campaign for Ariel, which has consistently driven conversations around gender equality in household chores. Their "Feet Of Glory" for Tata Ultra Marathon, transforming running into a pledge for shoe donations, also reflects a commitment to social good. TBWA\India's "The Inglish Dictionary" for Air India Express celebrates the unique evolution of Indian English, legitimising local expressions and showcasing cultural confidence. Independent agency Tgthr. has entered campaigns like "UV Lync" by Ultraviolette Automotive, a pragmatic solution for EV two-wheeler charging, and "Anti-Scam Shala" for NPCI and Times of India, a mass-awareness campaign combating digital payment scams, demonstrating ingenuity and ground-level impact. Dentsu Creative India has entries like "Garuda Rakshak" for DSP Mutual Fund, using drones to address child disappearances at mass gatherings, and "Hug of Life" for SBI Life, transforming hot water bottles into breast self-exam guides, showcasing technology and cultural integration for social causes. Wondrlab has entries that include "Bill of Pride" for the Keshav Suri Foundation, tackling corporate allyship with an unconventional "bill" for social media engagement and "The Right Sign" aimed at integrating Indian Sign Language into rap culture. As the festival continues with more shortlists to be announced until June 18 across categories like Design, Digital Craft, Direct, Entertainment, Media, PR and Social and Influencer, and with award shows taking place daily from June 16 to 20, the full extent of India's creative performance will soon be clear. These early shortlists, however, already paint a promising picture, reflecting an evolving Indian advertising landscape that consistently delivers work that is both culturally resonant and globally impactful, moving beyond mere product promotion to engage with complex social narratives and redefine the very purpose of creative communication.