MAM
Cannes Lions broadens den with ‘creative’ slogan
MUMBAI: The Cannes Lions festival has announced that it will change its creative slogan from “The International Advertising Festival” to “The International Festival of Creativity”, which reflects the widening scope of the event.
The move reflects the transformation of Cannes Lions over the last few years as the event now recognises creative excellence not just in advertising but in all forms of communications.
Originally known as the International Advertising Film Festival with only TV and Cinema ads being judged, the Festival has changed in recent years to embrace communications in the broadest sense.
The organisers of the events explained that this change comes as a response to industry feedback to make its tagline more relevant.
“If you view the work and listen to the conversations taking place at Cannes Lions, you realise very quickly that the event has evolved way beyond pure advertising,” says Festival CEO Philip Thomas. “Apart from the welcome attendance of Design, Media, PR, Activation and other professionals from all forms of communications, the winning work at Cannes can no longer be described as being simply ‘Advertising‘. Many of the Grands Prix are now being awarded to experiences, technologies, social media, user-generated content, services, events – the options for marketers now are rich and diverse, and we need to embrace that change. It‘s important that Cannes Lions offers a global event that is relevant to the industry, and having listened to feedback from many industry leaders, we feel that now is the right time to truly reflect what the Festival has become.”
Next year 13 categories that will be honoured are film, press, outdoor, cyber, media, direct, radio, promo & activation, design, PR, film craft, titanium & integrated and the recently launched creative effectiveness.
Brands
Hyundai and TVS Motor partner to develop electric three wheelers
Joint development pact targets last mile mobility with localisation push
MUMBAI: Three wheels, one big ambition and a charge towards the future. Hyundai Motor Company and TVS Motor Company have signed a joint development agreement to co-create electric three-wheelers (E3Ws), aiming to crack India’s complex last-mile mobility puzzle. The collaboration moves beyond concept talk into execution mode, building on the E3W prototype first showcased at the Bharat Mobility Global Expo 2025. The goal now is clear, design, develop and commercialise a purpose-built vehicle tailored to Indian roads, riders and realities.
Under the agreement, Hyundai will lead design and co-development, bringing its global R&D muscle and human-centric engineering approach to the table. TVS Motor, meanwhile, will anchor the product on its electric platform, leveraging deep three-wheeler expertise and local market insight. It will also handle manufacturing and sales in India, with an eye on exports down the line.
The timing is strategic. India remains the world’s largest three-wheeler market, where affordability, durability and adaptability often outweigh sheer innovation. The upcoming E3W aims to strike that balance combining advanced technology with practical features such as adaptive ground clearance for monsoon-hit roads, improved thermal management for tropical climates, and flexible interiors suited for passengers, cargo or emergency use.
A key pillar of the partnership is localisation. Major components will be sourced and manufactured within India, a move expected to strengthen the domestic supply chain, create jobs, lower costs and improve after-sales support.
The shift from prototype to production will involve rigorous testing, certification and refinement to meet regulatory standards and consumer expectations. Dedicated cross-functional teams from both companies are already in place to accelerate timelines.
At a broader level, the tie-up reflects a growing trend in mobility, global players partnering with local specialists to navigate emerging markets. For Hyundai and TVS, the bet is that combining scale with street-level insight could unlock a new chapter in sustainable urban transport, one that runs not just on electricity, but on relevance.
