On Day 2 of the Cannes Lions International Festival of Creativity, Indian agencies brought home two Silver Lions and one Bronze. The country’s total tally now stands at 12.
The Cannes Lions International Festival of Creativity, following its second Awards evening, announced the winners of the eight awards that make up the Entertainment and Craft Tracks: Entertainment Lions, Entertainment Lions for Gaming, Entertainment Lions for Music, and Entertainment Lions for Sport, as well as Design Lions, Digital Craft Lions, Film Craft Lions, and Industry Craft Lions.
VML, the creative agency under WPP, clinched its first Lion at the festival with a Silver in the Entertainment Lions for Music category.
The win came under the Cultural Engagement sub-category for ‘The Girl Who Played The Tutari’, a campaign created for Coca-Cola’s music platform, Coke Studio Bharat.
According to VML’s website, the Tutari- an instrument symbolizing power and traditionally played exclusively by men since the 13th century- now stands as a symbol of empowerment for all, breaking gender barriers.
Nilaksha Borhade’s act of playing the Tutari in ‘Bayo’ defied centuries-old traditions, shattering gender stereotypes. As the first woman in history to play the instrument, she proved that music has no gender. Her performance sparked a movement, inspiring young women across India to embrace an instrument played only by men since the 13th century. Influencers in music, dance, and art amplified the message that music and art have no bias.
Social platforms buzzed with performances and conversations, turning the Tutari into a symbol of empowerment. A single bold act became a nationwide movement, proving that music and art belong to everyone.
VML’s website featured a quote by Mukund Olety, CCO, India: “The origin, history, and purpose of the Tutari led to a thought-provoking question: Why has it been played by only a certain gender since the 13th century? We challenged the age-old tradition by taking active steps to ensure women are treated equally in all aspects of life, including professional pursuits. In this case, with a focus on art, music, and culture.”
Link to the campaign:
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Talented also clinched a Silver Lion in the Entertainment Lions for Sport category at Cannes on day 2 for its ‘Avani’s Gold’ campaign developed for Britannia Marie Gold.
To celebrate Avani Lekhara’s historic achievement of winning two gold medals at the 2024 Paris Paralympic Games, Britannia Marie Gold launched a special limited-edition series featuring biscuits designed to resemble her shooting target. Each biscuit was carefully crafted to reflect her winning shots, with the packaging also redesigned to mark the occasion- highlighting her exceptional talent.
Ogilvy India won a Bronze Lion in the Design category at Cannes Lions for its ‘Eye Test Menu’ campaign crafted for Titan Company. In an effort to make Indian roads safer, a campaign was launched to tackle a critical yet often overlooked issue- compromised vision among professional drivers.
On World Sight Day last year, a day globally observed to raise awareness about vision impairment and eye health, Titan Eye+ turned the spotlight on the eye health of those who spend most of their lives on the road. A creative initiative called the “Eye Test Menu” was introduced to connect with truck drivers, who, due to their demanding schedules, often neglect regular eye check-ups.
As part of this initiative, eye test areas were set up at strategic pit stops such as dhabas- places where truck drivers usually halt for meals. The unique twist was: instead of a regular food menu, drivers were presented with an ‘Eye Test Menu’ displayed on the walls, designed in the format of a standard eye chart.
To place an order, drivers engaged with the Eye Test Menu, which subtly helped identify potential vision issues- turning a routine meal break into an opportunity to care for their eyesight.
Indian Agency Metal Tally After Day 2
|
Agency |
Gold |
Silver |
Bronze |
Total |
|
VML India |
1 |
1 |
||
|
Talented |
2 |
2 |
||
|
Ogilvy |
3 |
3 |
||
|
FCB India |
1 |
1 |
2 |
|
|
Havas |
1 |
1 |
||
|
FCB Kinnect |
1 |
1 |
||
|
Godrej Creative Lab |
1 |
1 |
||
|
Lowe Lintas |
1 |
1 |
||
|
Total |
12 |
