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Time of India
12 hours ago
- Entertainment
- Time of India
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.
Time of India
12 hours ago
- 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.
