MAM
Cannes: India ends disappointing run with Gold for Taproot in Film Craft
MUMBAI: Ending this year’s Cannes Lions Festival on a winning note, Taproot India bagged a Gold Film Craft Lion for its ‘I am Mumbai‘ campaign for client Times of India, in the Direction sub-category.
India‘s overall performance at Cannes was not inspiring at all as it failed to get a Grand Prix. The scorecard looked unhealthy as it pocketed just three gold trophies, three silver and eight bronze. The winning list was better last year with four gold and a total of 24 trophies that included 10 silver.
India‘s weaker record was all the more disappointing as newer markets like Tunisia, Puerto Rico and the UAE made their mark in the creative field.
India also scored a a blank in the recent categories like Cyber and Mobile.
Taproot may have had some satisfaction amid this gloom. The last winning streak, which came in the form of ‘I am Mumbai‘ campaign, was created by Ramesh Deo Productions.
The film had also qualified in the Film Lions category, but failed to convert the shortlist into a metal win. Also shortlisted in the Film Craft category was BBH India’s work for Google Chrome titled Tanjore, but did not win a metal.
Paris-based agency BETC won the Grand Prix in the category for its ‘Bear‘ campaign that it created for Canal+ in the ‘Best Production Value‘ sub-category.
Taproot’s ‘I am Mumbai’ campaign consists of a series of stories featured in the paper compiled in one film. It touched upon current events like the politically-motivated university ban of Rohinton Mistry’s book, the milk adulteration fiasco, the horrifying hell of the kavda orphanage and the fight against illegal political posters destroying our cityscape. The idea was to communicate that every morning one voice – the tabloid Mumbai Mirror – makes sure that many voices in the city are heard.
Brands
RR Kabel expands FMEG portfolio with kitchen appliances and air coolers
Company forays into mixers, cooktops and hand blenders under RR Signature brand.
MUMBAI: RR Kabel has just cooked up something new and it’s not just another wire. The leading wires and cables manufacturer has announced a significant expansion of its Fast-Moving Electrical Goods (FMEG) portfolio by entering the kitchen appliances segment and strengthening its air coolers range under the premium RR Signature brand. The company has introduced Mixer Grinders, Electric Cooktops (both Induction and Infra-Red variants), and Hand Blenders. These products mark RR Kabel’s strategic foray into everyday kitchen essentials, allowing it to reach deeper into Indian households beyond traditional electrical categories.
The Induction and Infra-Red Cooktops are seeing particularly strong demand amid global developments affecting LPG pricing and supply. Consumers are increasingly shifting to electric cooking for its energy efficiency, precise control, and safety features. RR Signature is reinforcing its ‘Aapke Kaam Ki Baat’ promise with best-in-class warranties across the range.
The company also plans to introduce additional kitchen appliance categories in FY26-27. In parallel, it has expanded its Air Cooler portfolio with new Industrial (Semi-Commercial) models featuring higher tank capacities and superior air throw, catering to both commercial users and households seeking powerful cooling during intensifying summers.
RR Kabel executive director Mahhesh Kabra said, “Our expansion into kitchen appliances allows us to connect with consumers at more touchpoints in their daily lives, while our expanded air cooler range addresses the rising need for effective cooling solutions. These launches reflect our continued focus on quality, innovation, and market relevance.”
By stepping into kitchen appliances and enhancing its cooling solutions, RR Kabel is wiring itself more deeply into Indian homes proving that even a cables company knows how to heat things up in the kitchen and keep things cool elsewhere. The move positions the brand for broader growth as it evolves from wires to a more complete home solutions player.
