Ad agencies
Cannes Lions 2023: Finally, a Grand Prix for India! Ogilvy bags one on Day 4
Mumbai: India finally secured its first Grand Prix on day four of Cannes Lions 2023. The win has been brought in by Ogilvy India in the Creative Effectiveness Lions category for their My Ad campaign with Shah Rukh Khan for Cadbury.
In totality, the Indian contingent bagged a total of seven metals – the other six being one gold, two silver, and three bronze across five categories, on the fourth day of the international fest. With these wins, India’s metal tally now stands at 23.
No metals were won by India in the Mobile Lions and Creative Commerce categories.
The winners include:
Creative Effectiveness Lions –
· Ogilvy Mumbai (Grand Prix) – Shah Rukh Khan – My Ad for Mondelez Cadbury Celebration
· Ogilvy Mumbai (Silver Lion) – Shah Rukh Khan – My Ad for Mondelez Cadbury Celebration
Brand Experience & Activation Lions –
· Leo Burnett Mumbai (Gold Lion) – Airtel 175 Replayed for Airtel
· Dentsu Creative (Bronze Lion) – Suraksha ka Teeka for Mortein
Creative Business Transformation Lions –
· Leo Burnett Mumbai (Silver Lion) – Lay’s Smart Farm for Lay’s
Innovation Lions –
· Leo Burnett Mumbai (Bronze Lion) – Lays Smart Farm for Lay’s
Creative Strategy Lions –
· Leo Burnett Mumbai (Bronze Lion) – The Missing Chapter, P&G for Whisper
Delighted on the win, Ogilvy India chief creative officers Kainaz Karmakar, Harshad Rajadhyaksha and Sukesh Nayak quipped, “We are overjoyed and humbled to be given the Grand Prix for Creative Effectiveness for ‘SRK-My-Ad’. This is a result of the dedication and effort of our fabulous teams at Ogilvy and Mondelez. We also thank Rephrase and Wavemaker for their valuable role in making our idea a reality.
This Lion the biggest acknowledgment of how this campaign has helped over 200,000 small stores across India through a tough time. This is personalisation at scale and more importantly, generosity at scale.”
Last year, India’s ad fraternity brought home 47 Lions. And this time around, on the fourth day, the count has just been 23. The question remains – will India be able to do a repeat telecast as well as last year? Garnering 24 more Lions within a day to match last year’s count, seems to be a challenging feat. Fingers crossed!
MUMBAI: When your cakes are iconic, your rusks have cult status, and your croissants are quietly doing their flaky thing across Indian breakfast tables, you don’t just hire any agency. You bring in the big knives. Britannia Industries has just appointed Tilt Brand Solutions as its agency on record for its baked goodies – we’re talking Cakes, Rusk, Bread, and Croissant. And no, it’s not half-baked.
The Mumbai-based creative hotshop will now whip up the brand and communication strategy for Britannia’s adjacency portfolio. That means not just making ads, but kneading brand love into every bite. The agency has been handed the apron to serve up memorable campaigns, engaging content, and maybe a few eyebrow-raising moments on your feed.
“For Britannia’s adjacency portfolio, it was imperative that we got on board a partner who would be able to bring a perfect amalgamation of creative strength and business acumen to the table. The balanced approach of Tilt Brand Solutions and their category & consumer understanding delivered on the brief. We look forward to this partnership to create a significant impact for these businesses,” said Britannia marketing – general manager Shekhar Agarwal.
Tilt Brand Solutions, which has been flexing its creative muscles in the Indian adland, now gets to work its dough across formats, platforms and consumer cohorts. Expect punchy campaigns that turn bakery basics into branding blockbusters.
“We are thrilled to partner with Britannia on this exciting journey. With our shared commitment to innovation and creativity, we are confident of creating impactful and memorable work that resonates with audiences, while also driving growth and leadership in the category,” said Tilt Brand Solutions CBO Hari Krishnan.
