MAM
Cannes Lions: DDB Mudra helps India get its second Gold
MUMBAI: India got its second gold at the Cannes Lions 2012, DDB Mudra Group being the winner in the Design Lions category for its work on The Hinglish Project for the Ministry of Tourism’s Incredible India initiative.
The entry scored a double whammy as it took home a bronze as well.
As part of the Hinglish Project, the agency developed a typeface that would make Hindi less intimidating and more approachable and friendly so that tourists to the country find it easier to read road signs.
The fusion-font design allows the reader to discern the phonetic sound of a Hindi character by looking at the corresponding English alphabet superimposed on it. This helped Incredible India create a typeface for foreigners to familiarise themselves with the native language.
Great work from Germany won the Grand Prix in this category. This proved that a dull subject like an annual report can also be designed interestingly. Agency Service Plan, Munich designed the colourless annual report for Austria Solar, using the innovative photo chromatic colour technology to print it. This, in effect, meant that the annual report could be read only in the sunlight.
A total of eight entries from India made it to the Design Lions shortlist of which six were from DDB Mudra Group. The other two agencies shortlisted were BBDO India and TBWA India.
Compared to last year, this edition’s performance may be called bleak as India won five metals in the category in 2011.
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.
