Latest news with #Lions2025
Time of India
7 days ago
- Business
- Time of India
The longevity game
HighlightsCannes Lions 2025 has introduced a new sub-category for Long-Term Brand Platforms to celebrate brands that demonstrate sustained effectiveness in building equity and loyalty through creative communication over a minimum of three years. Industry leaders highlighted enduring brand platforms such as Dove's 'Real Beauty' and Nike's 'Just Do It', which have maintained relevance and cultural significance through continuous innovation and alignment with evolving societal conversations. The article emphasises the importance of long-term brand strategies, showcasing examples like L'Oréal's 'Because You're Worth It' and Mastercard's 'Priceless', which have created emotional connections and significant cultural impact over decades. At a time when most campaigns vanish with a scroll, Cannes Lions 2025 is placing a spotlight on what endures. It recently announced a new sub-category — Long-Term Brand Platforms — to recognise platforms that show long-term effectiveness in building brand equity, fostering loyalty and delivering business results through continuous, creative communication. To qualify, brands must have been in the market for three years. They must show three or more distinct campaigns as part of an overarching brand strategy . What are some ideas that have stayed beyond the buzz (and CMO tenures)? That have transcended media formats and become a part of culture? We asked industry leaders to name some 'brand platforms' they believe exemplify long-term thinking — creatively, strategically, culturally. Rohan Mehta, CEO, FCB Kinnect Global: In advertising, fame can fade fast. But platforms that build brand equity over time, that's legacy. Dove's 'Real Beauty' platform has endured because it taps into a timeless truth: The gap between self-perception and societal beauty standards. The platform has been responsive to evolving conversations, from body positivity to digital distortion. From 'Reverse Selfie' to 'Detox Your Feed', Dove has kept the work real, emotionally resonant and socially progressive. Nike's 'Just Do It' is one of the longest-running platforms in marketing history, staying relevant through reinvention. 'Dream Crazy' proved it could still challenge and lead —spotlighting athletes who rewrote norms. From [Colin] Kaepernick to kids with prosthetics, each story made 'Just Do It' feel urgent again, for a new generation, in a new world. India: HDFC Bank's 'Vigil Aunty' — a platform we've built — became a cultural utility. Fraud prevention isn't a glamorous brief, yet the platform made cybersecurity street-smart and WhatsApp-forwardable. Overall, these platforms have endured by adding new meaning every year. That's what brand equity looks like when it's earned, not engineered. John Thangaraj, Chief strategy officer, creative and media, Dentsu India Global: Michelob Ultra, a premium American beer brand, that has long been positioned around drinkability with the tagline: 'It's only worth it if you enjoy it'. 'Enjoyment' as space for a beer brand might sound generic — until you see the jaw-dropping work they've put out year after year. Rooted in sport, they have activated everything from the NBA and F1 to tennis. But what makes them a shoo-in at Cannes is how they've done it — using cutting-edge tech to create sporting spectacles that are catnip for award juries. Think McEnroe vs McEnroe, Dreamcaster and my personal favourite, Lap of Legends. India: As cliched as it may sound, it would be Surf's 'Daag Achhe Hain'. In two odd decades, it's become the poster child for culture-led creative consistency. 'Daag Achhe Hain'/ 'Dirt Is Good' has been rendered globally in many ways, yet remains instantly recognisable, which is what makes it so powerful. Their recent 'Guess Who Won' campaign marked a bold shift into serious sport — and it's well worth a look. Satbir Singh, Founder, Global: In an age when most brand campaigns last a mere thumb swipe, some of the world's most iconic brands built themselves on long-lasting platforms. The undisputed heavyweight champion is, of course, Nike's 'Just Do It', running well into four decades. 'Real Beauty' by Dove also comes to mind. McDonald's 'I'm Lovin' It' is another. All these campaigns not only mirrored emerging culture, but created a lot of it. They're part of folklore. India: Fevicol and Cadbury spring to mind. Brand managers and ad execs worldwide have envied these, wishing they could create something this long-lasting. Having worked on Incredible India and Red FM's 'Bajaate Raho!' (both going strong after decades), I'm glad Cannes created this category, especially at a time when many brands are happy settling for 200 LinkedIn likes instead of creating something lasting. Jitender Dabas, CEO, Cheil X Global: It has to be L'Oréal's 'Because You're Worth It'. It's timeless, universal and rooted in a powerful emotional truth. It didn't just sell beauty — it sold self-worth. At a time when advertising spoke to women from a male lens, it handed the microphone back. Over five decades, it's evolved without losing its core, enabling premium positioning, inspiring diverse storytelling and building one of the most enduring emotional bonds in beauty. India: I'd pick Thums Up's 'Taste the Thunder'. It may not always get the same applause as more purpose-driven work, but it's a masterclass in sharp, consistent brand building. It didn't chase global cool — it stayed rooted in the Indian intensity. It has driven business impact. It elevates the product truth and lends itself to inspiring story telling. Vikram Pandey, CCO, Leo South Asia Global: This new sub-category was long overdue. In a world increasingly obsessed with short-term impact and real-time metrics, it's important to pause and recognise the brands that have built more than just equity — they have earned trust, relevance and even created movements. Dove is a textbook example. With its 'Real Beauty' platform launched in 2004, Dove didn't just advertise differently — it redefined the conversation around beauty. What's remarkable is how the brand has managed to evolve the idea without diluting its core purpose. India: Whisper has done something powerful with its long-standing efforts towards keeping girls in school. Be it 'Missing Chapter', which championed inclusion of menstrual education in school, or 'Early Period', which addressed changing period biology by preparing eight-year olds, Whisper has, over the years, balanced purpose with business effectiveness while building one of the biggest platforms to help girls in India complete their education. Brands that manage to move the conversation forward, year after year, show us the real power of sustained creativity. Sarvesh Raikar, President, Lowe Lintas Global: I love Geico's '15 minutes can save you 15%'. On the face of it, it doesn't even feel like a big strategic platform — but just an unusual use of statistic to make everyone relook at the category. It's provided some insanely good creative output over the years. Fresh and disruptive, time and again. It helped Geico become one of the giants in the segment and the line entrenched itself in America's pop culture. Now, what more can you ask for? India: Lifebuoy's handwashing education — 'Help A Child Reach 5' and 'H for Handwashing'. These have helped build the world's largest behaviour change programmes over years. Marketing guru David Aaker called it one of the best in the world. The campaign didn't just impart education, it built awareness around the importance of soap, which is critical for market expansion. It also forged public-private partnerships, secured government participation and brought home fame. While [the characters of] 'Gondappa' and 'Chamki' (Future Child) brought global attention on handwash-preventable deaths under the 'Help A Child Reach 5' umbrella, campaigns like 'H for Handwashing and [pygmy hippo] Moo Deng's 'resignation' evolved the platform to make handwashing an unforgettable habit. Shilpa Sinha, Chief strategy officer, APAC, McCann Worldgroup Global: Mastercard and McDonald's. For more than two decades, both brands have delivered business growth and cultural relevance through timeless platforms rooted in universal human truths and activated in timely, resonant ways. Mastercard's 'Priceless' campaign redefined value by championing moments, experiences, inclusion and human impact — exemplified by 'Where to Settle', which used data to provide life-changing support to displaced refugees. McDonald's 'I'm Lovin' It' remains strategically simple and emotionally compelling upholding feel-good moments, brought to life through contemporary moments today. 'Raise Your Arches' reaffirmed its enduring power through wordless and pure brand coded iconic simplicity.
Yahoo
23-05-2025
- Entertainment
- Yahoo
Inside the British and Irish Lions ‘first day of school'
For the gifted and talented of Britain and Ireland, summer school is officially in session. There may still be a few more important exams for the squad to take with their clubs but most of the Lions class of 2025 gathered for the first time on Sunday with fresh trims and fresh excitement, ready to pick up their new uniform, pose for pictures and begin the bonding process that will be key to their success this summer in Australia. Excepting those in action on Sunday or in transit after trips yesterday, most of Andy Farrell's chosen 38 made it to the plush Richmond Hill Hotel, England's regular match eve base just a stone's throw from one of the best vistas in all of London over the Thames as it snakes away from the city. Guests are right among the rock stars, too – Ronnie Wood of the Faces and The Rolling Stones and The Who's Pete Townshend are among the past owners of the Georgian townhouse across the street. Advertisement Having dodged the cyclists pushing their pedals on their way out into Richmond Park, the migrating Lions gather at a car park watering hole; flat whites and pastries from a cute coffee stall the first of the freebies to be enjoyed by the fortunate few. Rumours soon spread of rather more fun items stowed in the hotel rooms. 'Someone said we get an iPad, so if we can make sure there is one in every goodie bag that's great!' James Lowe chuckles at Ieuan Evans, chair of the British and Irish Lions and tour manager. James Lowe was in good form at the first assembly of the Lions squad (Getty Images) These traditional pre-tour gatherings used to be known as 'Messy Monday', a sharing of a beer or three a great way to cut any lingering tension as foes become friends. This is, of course, a unique exercise but a hugely rewarding one, too – a chance for four nations to come together as one, sharing cultures and knowledge for the good of the touring team. A shuttle bus full of Dublin arrivals closely follow a group from Glasgow, Scots and Irishmen putting rivalry aside; Ollie Chessum and Will Stuart were on opposite sides for Leicester and Bath yesterday in a top of the Premiership ding-dong but are soon catching up. The former gently ribs the latter for prioritising comfort over style with his footwear under the misapprehension that trainers would be among the items included in the goodie bag proved misplaced. The British and Irish Lions squad has assembled for the first time in 2025 (The British & Irish Lions / Inpho) 'It's awesome to come together with the guys from different clubs and unions,' Lowe beams, the Leinster and Ireland wing soaking it all up. 'We've come from similar backgrounds and understandings of how the game is. There's no one you're avoiding. Advertisement 'You don't want to congregate back to what you do the whole time. I'm sure everyone will be in the same boat. We're definitely going to do our best to socialise with other people. Obviously Tommy Freeman is an exceptional winger, and we've played against each other a few times now and have never butted heads, we're just two competitive people. It'll be interesting to get to chat to him and know him on a personal level, definitely. 'It's the same with Duhan [van der Merwe] and Elliot Daly – it's his third Lions tour and he's been around the block and understands how these things work. He's a wealth of knowledge and is a left-footer, so I'll be picking his brains there.' This is but basecamp yet the work done now will pay dividends if, to borrow from Jim Telfer in 1997, the Lions are to summit Everest come their encounters with the Wallabies. Time is tight before the tour, with those involved in the play-offs in the United Rugby Championship and Premiership set to miss a warm-weather camp in the Algarve at the start of June. While this first assembly is more of an administrative and social event, there will be some rugby thinking; Farrell and his assistants, including Johnny Sexton, prowl the corridors, no doubt already considering their options. Advertisement It can be easy to forget just how much selection means to each and every player. Jamison Gibson-Park's emotions show slightly as he reflects on an unlikely journey from Great Barrier Island, 100 kilometres and a four-and-a-half-hour ferry off the north coast of Auckland, into the famous red shirt, while even past tourists have a spring in their step as the meet mates old and new. The British and Irish Lions squad had a number of administrative tasks to complete (The British & Irish Lions / Inpho) 'Four years ago, I would probably have laughed in your face if you told me I would be here,' Ollie Chessum admits. 'When you make your international debut you want to keep building to the next step, but I thought no way. Making my international debut I thought, 'I am so out of my depth here, how do lads go from international rugby to being the best of that bunch?' 'It's a little bit awkward, like a first day of school, but I'm sure everyone will settle in soon. This is the pinnacle of rugby for a UK and Irish based player. When you're here, you want to be involved in those Test matches and perform on the biggest stage. I, as well as everyone else, will want to do that.' Ollie Chessum admits it is surreal to be a Lion (The British & Irish Lions / Inpho) The time for selection squabbles will come down the line, with six matches to be played before the first Test squad has to be scribbled in. So much can change between now at that Brisbane team naming, injury sure to strike, the rigours of a long season sure to show, a surprise package or two certain to play their way into contention. For now, though, that is all academic as the first bell of a new Lions term rings.
North Wales Chronicle
20-05-2025
- Sport
- North Wales Chronicle
I'm all in – Australia-born Sione Tuipulotu eager to show Lions commitment
Amid ongoing debate about the selection of foreign-born players, the Glasgow centre is set to line up against his native Australia during this summer's Lions tour. Melbourne-born Tuipulotu, who made his international debut in 2021, is among seven members of Andy Farrell's 38-man squad who hail from overseas. We have Lions in the building! 😍🦁#Lions2025 #WeGoBeyond — British & Irish Lions (@lionsofficial) May 18, 2025 While five of those players are eligible for their adopted nations purely on residency rules, Tuipulotu qualified through ancestry. The 28-year-old's Greenock-born grandmother was at Murrayfield last autumn to see him score a try while leading Scotland to a 27-13 defeat of the Wallabies. 'I put so much on myself that I really wanted to be a Lion because I know how much it means to people over here,' said Tuipulotu, who initially feared his tour participation may be ruined by injury. 'I had gone all in with the stuff with Scotland and I just felt what better way to prove my allegiance to Scotland than go all in and try and make the Lions. That's why it meant so much to me. 'Genuinely early days you have that feeling of 'am I part of this?'. I always feel like talking about it is one thing but showing people how much it means to you in how you play (is another). 'When my gran came over before the Australia game, it allowed the public to put a face to the story and listen to my grandma and how much it meant to her. I think that gave eyes to the public that my story was authentic. 'I'm all in and I'm looking forward to showing how committed I am to playing for the Lions.' Tuipulotu is raring to go after returning from four months out with a pectoral issue during Glasgow's 13-5 defeat to Leinster on Saturday. Our Lions 🦁#AsOne #Lions2025 — Scottish Rugby (@Scotlandteam) May 13, 2025 He will be joined on tour by South Africa-born Scotland team-mates Pierre Schoeman and Duhan van der Merwe and New Zealand-born Ireland trio Bundee Aki, James Lowe and Jamison Gibson-Park. Canberra-born Ireland wing Mack Hansen, whose mother comes from Cork, will also be on the plane back to his homeland. 'I've been nothing but embraced by the Scottish public ever since I started playing for Scotland,' said Tuipulotu, who has 30 Test caps. 'There's always going to be a couple of people (who criticise), like there are for some of the Irish boys, but I take that in my stride because I don't blame those people either. 'I didn't grow up dreaming of playing for Scotland or the Lions, that's the truth. 'But this is where my path has led me and I'm all in for this Lions team and for Scotland and for Glasgow, and I genuinely feel like this is where I'm supposed to be. 'I just want to grab this opportunity because I'll never get it again, to go back to Australia, and play for the Lions.' Ireland wing Lowe lined up against the Lions for the Maori All Blacks during the 2017 series in New Zealand. Our 2025 Lions! 🦁 #LionsRugby — Irish Rugby (@IrishRugby) May 8, 2025 The 32-year-old joined Leinster later that year and won the first of his 40 international caps in 2020. 'When you don't have the blood running through your veins, there's a little bit of that,' he replied when asked about his allegiance being questioned. 'When I was first selected for Ireland, all the people come out of the woodwork saying, 'how is this person representing Ireland?'. 'The rules were there. We've all done our time and we're fully embedded in the culture of Irish rugby.'
South Wales Guardian
19-05-2025
- Sport
- South Wales Guardian
I'm all in – Australia-born Sione Tuipulotu eager to show Lions commitment
Amid ongoing debate about the selection of foreign-born players, the Glasgow centre is set to line up against his native Australia during this summer's Lions tour. Melbourne-born Tuipulotu, who made his international debut in 2021, is among seven members of Andy Farrell's 38-man squad who hail from overseas. We have Lions in the building! 😍🦁#Lions2025 #WeGoBeyond — British & Irish Lions (@lionsofficial) May 18, 2025 While five of those players are eligible for their adopted nations purely on residency rules, Tuipulotu qualified through ancestry. The 28-year-old's Greenock-born grandmother was at Murrayfield last autumn to see him score a try while leading Scotland to a 27-13 defeat of the Wallabies. 'I put so much on myself that I really wanted to be a Lion because I know how much it means to people over here,' said Tuipulotu, who initially feared his tour participation may be ruined by injury. 'I had gone all in with the stuff with Scotland and I just felt what better way to prove my allegiance to Scotland than go all in and try and make the Lions. That's why it meant so much to me. 'Genuinely early days you have that feeling of 'am I part of this?'. I always feel like talking about it is one thing but showing people how much it means to you in how you play (is another). 'When my gran came over before the Australia game, it allowed the public to put a face to the story and listen to my grandma and how much it meant to her. I think that gave eyes to the public that my story was authentic. 'I'm all in and I'm looking forward to showing how committed I am to playing for the Lions.' Tuipulotu is raring to go after returning from four months out with a pectoral issue during Glasgow's 13-5 defeat to Leinster on Saturday. Our Lions 🦁#AsOne #Lions2025 — Scottish Rugby (@Scotlandteam) May 13, 2025 He will be joined on tour by South Africa-born Scotland team-mates Pierre Schoeman and Duhan van der Merwe and New Zealand-born Ireland trio Bundee Aki, James Lowe and Jamison Gibson-Park. Canberra-born Ireland wing Mack Hansen, whose mother comes from Cork, will also be on the plane back to his homeland. 'I've been nothing but embraced by the Scottish public ever since I started playing for Scotland,' said Tuipulotu, who has 30 Test caps. 'There's always going to be a couple of people (who criticise), like there are for some of the Irish boys, but I take that in my stride because I don't blame those people either. 'I didn't grow up dreaming of playing for Scotland or the Lions, that's the truth. 'But this is where my path has led me and I'm all in for this Lions team and for Scotland and for Glasgow, and I genuinely feel like this is where I'm supposed to be. 'I just want to grab this opportunity because I'll never get it again, to go back to Australia, and play for the Lions.' Ireland wing Lowe lined up against the Lions for the Maori All Blacks during the 2017 series in New Zealand. Our 2025 Lions! 🦁 #LionsRugby — Irish Rugby (@IrishRugby) May 8, 2025 The 32-year-old joined Leinster later that year and won the first of his 40 international caps in 2020. 'When you don't have the blood running through your veins, there's a little bit of that,' he replied when asked about his allegiance being questioned. 'When I was first selected for Ireland, all the people come out of the woodwork saying, 'how is this person representing Ireland?'. 'The rules were there. We've all done our time and we're fully embedded in the culture of Irish rugby.'
Leader Live
19-05-2025
- Sport
- Leader Live
I'm all in – Australia-born Sione Tuipulotu eager to show Lions commitment
Amid ongoing debate about the selection of foreign-born players, the Glasgow centre is set to line up against his native Australia during this summer's Lions tour. Melbourne-born Tuipulotu, who made his international debut in 2021, is among seven members of Andy Farrell's 38-man squad who hail from overseas. We have Lions in the building! 😍🦁#Lions2025 #WeGoBeyond — British & Irish Lions (@lionsofficial) May 18, 2025 While five of those players are eligible for their adopted nations purely on residency rules, Tuipulotu qualified through ancestry. The 28-year-old's Greenock-born grandmother was at Murrayfield last autumn to see him score a try while leading Scotland to a 27-13 defeat of the Wallabies. 'I put so much on myself that I really wanted to be a Lion because I know how much it means to people over here,' said Tuipulotu, who initially feared his tour participation may be ruined by injury. 'I had gone all in with the stuff with Scotland and I just felt what better way to prove my allegiance to Scotland than go all in and try and make the Lions. That's why it meant so much to me. 'Genuinely early days you have that feeling of 'am I part of this?'. I always feel like talking about it is one thing but showing people how much it means to you in how you play (is another). 'When my gran came over before the Australia game, it allowed the public to put a face to the story and listen to my grandma and how much it meant to her. I think that gave eyes to the public that my story was authentic. 'I'm all in and I'm looking forward to showing how committed I am to playing for the Lions.' Tuipulotu is raring to go after returning from four months out with a pectoral issue during Glasgow's 13-5 defeat to Leinster on Saturday. Our Lions 🦁#AsOne #Lions2025 — Scottish Rugby (@Scotlandteam) May 13, 2025 He will be joined on tour by South Africa-born Scotland team-mates Pierre Schoeman and Duhan van der Merwe and New Zealand-born Ireland trio Bundee Aki, James Lowe and Jamison Gibson-Park. Canberra-born Ireland wing Mack Hansen, whose mother comes from Cork, will also be on the plane back to his homeland. 'I've been nothing but embraced by the Scottish public ever since I started playing for Scotland,' said Tuipulotu, who has 30 Test caps. 'There's always going to be a couple of people (who criticise), like there are for some of the Irish boys, but I take that in my stride because I don't blame those people either. 'I didn't grow up dreaming of playing for Scotland or the Lions, that's the truth. 'But this is where my path has led me and I'm all in for this Lions team and for Scotland and for Glasgow, and I genuinely feel like this is where I'm supposed to be. 'I just want to grab this opportunity because I'll never get it again, to go back to Australia, and play for the Lions.' Ireland wing Lowe lined up against the Lions for the Maori All Blacks during the 2017 series in New Zealand. Our 2025 Lions! 🦁 #LionsRugby — Irish Rugby (@IrishRugby) May 8, 2025 The 32-year-old joined Leinster later that year and won the first of his 40 international caps in 2020. 'When you don't have the blood running through your veins, there's a little bit of that,' he replied when asked about his allegiance being questioned. 'When I was first selected for Ireland, all the people come out of the woodwork saying, 'how is this person representing Ireland?'. 'The rules were there. We've all done our time and we're fully embedded in the culture of Irish rugby.'
