AD Agencies
Animeta helps Bassi scrub up a Bronze Lion for Garnier with viral facewash showdown
MUMBAI: A facewash, a punchline, and 400 million views later, influencer marketing got its Cannes moment. Animeta Brandstar, the influencer engine behind some of India’s most viral campaigns, struck gold—or rather, Bronze—with its collaboration on the ‘Bassi vs Garnier Men Facewash’ campaign. The effort earned a Bronze Lion at the 2025 Cannes Lions International Festival of Creativity.
The spark? Comedian Anubhav Singh Bassi casually dropped a satirical clip online poking fun at men’s skincare. What followed was a masterclass in agile brand storytelling. Garnier, alongside its agency Publicis Groupe, saw an opening and ran with it. Animeta swooped in to power the influencer machine—fast.
Animeta’s key move was getting Bassi on board with remarkable speed to ride the viral wave. The campaign went further when fellow comedian and Bassi’s close friend Harsh Gujral entered the frame, adding layers of relatability and momentum.
The campaign crescendoed with Bassi trying a men’s facewash on camera for the first time—a moment of comic catharsis for his fans. Animeta handled the nuts and bolts: from coordinating the DVC shoot and syncing influencer content, to managing creator interactions with Garnier brand ambassador John Abraham.
The result? More than 400 million views tracked across Bassi’s Instagram and Youtube channels, all measured via Animeta Brandstar’s analytics platform. It was moment marketing done right—spontaneous, sharp, and scalable.
“We are incredibly proud to have been a part of this groundbreaking campaign that resonated so deeply with audiences and garnered international recognition at Cannes”, said Branded Content and Creator Strategy SVP Vishu Ray. “This win underscores the power of authentic influencer collaboration and agile moment marketing in creating truly memorable and effective advertising”.
For Animeta, the campaign wasn’t just a win for Garnier—it cemented the company’s place in the global conversation on what modern advertising should look like: quick on the uptake, creator-led, and built for scroll-stopping impact.
AD Agencies
Microsoft shifts global media account from Dentsu to Publicis Groupe: Reports
Closed review ends decade-long tie-up; Xbox remit may remain with Dentsu
MUMBAI: Microsoft has reassigned its global media planning and buying business to Publicis Groupe, according to media reports, ending Dentsu’s long-standing stewardship of one of the advertising industry’s biggest accounts.
The move follows a closed review and marks a notable shake-up in the global media landscape. Dentsu, which managed the account through Carat, had held the mandate since 2014 and successfully defended it in a 2018 review.
While the broader business is shifting, Dentsu is expected to retain media responsibilities for Xbox, according to media reports, though the exact contours of that arrangement remain unclear. None of the parties involved have publicly outlined the transition timeline or the full structure of the handover.
The scale of the account underscores the significance of the change. Estimates from COMvergence, cited by Ad Age, peg Microsoft’s global media spend at roughly $700 million last year.
For Publicis Groupe, the win deepens an already expanding relationship with the tech giant. Earlier this year, Microsoft Advertising partnered with Publicis Media Exchange and Epsilon to integrate Epsilon’s data into its platform, aiming to sharpen targeting across search, native and display formats.
The decision reflects a broader industry shift, as large advertisers increasingly favour agency partners with strong first-party data capabilities, AI integration and platform-led solutions. Publicis Groupe has been leaning into this model, positioning its data assets and technology stack as a central differentiator.
For Dentsu, the loss is significant. Media remains a core pillar of its global business, and the development comes close on the heels of leadership changes, including the appointment of Takeshi Sano as global chief executive officer.
The shift also carries a touch of irony. Microsoft and Dentsu have worked closely beyond the client-agency relationship, including collaborations around AI tools such as Copilot to support media and creative workflows.
As the dust settles, the message is clear: in today’s data-driven, AI-powered media world, relationships may be long, but they are rarely permanent.
