AD Agencies
Cannes Lions roars into action with creatives and a Czech first
MUMBAI: Day one of the Cannes Lions International Festival of Creativity 2025 saw a sizzling lineup of winners across the Health & Wellness, Outdoor, Pharma, Print & Publishing, and Audio & Radio categories — and even a historic first Grand Prix for the Czech Republic.
Lions CEO Simon Cook said, “It’s always an exciting moment when we see the results of our Juries’ hard work in establishing the global creative benchmark. We’re seeing work that not only pushes creative boundaries but also demonstrates the tangible impact creativity can have on business and society. Thank you to all our Jurors for their commitment, time and expertise in selecting the ideas that truly move the industry forward.”
Ogilvy Shanghai took home the Grand Prix in Pharma Lions for ‘Make Love Last – Bedroom’, a poetic Viagra campaign for Viatris that turned intimacy into art. From 305 entries, 9 Lions were awarded in the category.
Pharma Lions jury president and Area 23, an IPG Health company, executive VP, executive experience director, USA, Franklin Williams commented, “This piece stood out by saying everything without needing to say a word. Its long-exposure technique delivered intimacy and product benefit with breathtaking subtlety, turning regulation into creative opportunity. Beautifully crafted and emotionally resonant, it made a pharmaceutical brand feel deeply human. For me, it was a bold yet quiet masterclass in storytelling and an unforgettable example of how craft can carry meaning.”
In Health & Wellness, it was science meets skincare as Ogilvy Singapore scooped the Grand Prix for Vaseline Verified, a savvy campaign that saw scientists test viral hacks and share the truth straight with creators. Out of 1169 entries, 33 Lions were awarded here.
Commenting on the Grand Prix winner, Health & Wellness jury president and Havas Health Network Global chief creative officer Eric Weisberg said, “People run toward light and away from darkness. With health misinformation becoming a global emergency, we found a bright light in ‘Vaseline Verified’ – —our Grand Prix winner. This work proves how creativity, joy, science, and influencer culture can powerfully unite to fight false narratives, educate, and transform lives.”
Ruffling feathers with humour, The Best Place In The World To Have Herpes for the NZ Herpes Foundation grabbed the Grand Prix for Good, thanks to its sharp, irreverent take on stigma, national pride and a one-of-a-kind “destigmatisation course”.
Jury president United Nations Foundation Chief Communications & Marketing Officer David Ohana said, “This year’s Lions Health Grand Prix for Good unabashedly uses humor to tackle a challenging subject and stigmatization. Forget doom & gloom, there’s enough of that already to go around. Our 2025 awardee took a taboo topic and turned it on its head – showing that with a great strategy, a big bold crazy idea (…can only imagine the pitch…), and humor for days, that anything is possible. Brilliant.”
Meanwhile, Africa Creative DDB São Paulo turned the dial up with One Second Ads for Budweiser, nabbing the Audio & Radio Grand Prix for cleverly compressing iconic songs into blink-and-miss-it spots — then making fans guess them on social media.
Audio & Radio Jury President and Joe Public Chief Creative Officer, Africa and Middle East, Xolisa Dyeshana said, “Budweiser’s ‘1 Second Ads’ campaign was exceptionally creative, insightful, and fresh. It resonated with the brand, the medium, and most importantly, the target audience. It was an audio-first idea that couldn’t have been pulled off without the power of sound. The execution was flawless, and it achieved the ultimate goal of all communication: keeping people coming back for more.”
Print & Publishing saw Serviceplan Munich win the Grand Prix for Price Packs for PENNY — packaging that wore its price tag like a badge of honour, ditching design frills in favour of full-throttle affordability messaging.
Print & Publishing jury president and DM9 Brazil president and chief creative officer Icaro Doria said: “Price Packs is print, is publishing, is packaging and is a point of view! A massive brand statement and commitment to their customers printed on paper for people to see, hold and take it home. We were all deeply impressed with the simplicity, the elegance, the courage and, well, the prices too!”
In Outdoor, there were two Grands Prix: one went to VML Prague for Phone Break for KitKat, marking Czech Republic’s first-ever Grand Prix. The witty work swapped out people’s phones in public ads with KitKats, reviving the legendary “Have a break” line with a modern-day twist.
About the work, Outdoor Lions jury president and Ogilvy Latam chief creative officer Keka Morelle said: “Masterclass in Outdoor. Without words or logos, it communicates a strong message through a beautifully crafted image. It captures the moment we’re living in, reinforces the brand’s concept, and immediately sparks reflection, holding up a mirror to our screen addiction.”
The other Outdoor honour went to the Paris 2024 Olympic Games campaign, which turned the Seine into a spectacular floating stage, waving France’s tricolour values of liberty, equality and fraternity with high-production swagger.
Commenting on the second Grand Prix this year, Morelle said, “It’s bold, unforgettable, and a clear reminder of the limitless power of Outdoor. This work redefines public space as a platform not just for visibility, but for meaning, where brand values meet cultural relevance. This is how Outdoor should be seen: expansive, emotional, and essential to authentic brand expression in today’s world.”
Special awards handed out include:
● Healthcare Network of the Year: FCB Health, Real Chemistry, Ogilvy Health
● Healthcare Agency of the Year: AREA 23, an IPG Health company, New York
Followed by 21Grams and Ogilvy Health
So far, it’s less lions lying in the sun, more roaring brilliance from every corner of the globe.
AD Agencies
Havas Media Network India bags integrated media mandate for Aakash Educational Services Limited
PivotRoots and Arena Media to drive 360° strategy for student outreach
NEW DELHI: Havas Media Network India has secured the integrated media mandate for Aakash Educational Services Limited, following a competitive multi-agency pitch, signalling a fresh push by the education major to sharpen its reach among students nationwide.
The mandate will be jointly handled by PivotRoots and Arena Media, both part of the Havas network. Together, they will roll out a full-spectrum media strategy designed to boost AESL’s visibility across digital and traditional platforms.
At the heart of the partnership lies a simple idea: making the brand not just seen, but sought after. The agencies will blend data, technology and creative storytelling to craft campaigns that resonate with students and parents navigating an increasingly digital-first education landscape.
Aakash Educational Services Limited SVP marketing Kanika Kumar Nijhawan said, “At Aakash, we believe success is built through a structured, long-term and data-driven approach. As we expand across the country, adopting a more integrated approach to media is essential. This partnership marks a significant step towards building stronger connections with our audiences.”
Under the arrangement, PivotRoots will spearhead digital and performance marketing, covering social media, influencer collaborations and data-led optimisation. Meanwhile, Arena Media will focus on traditional channels including print, television, radio, cinema and outdoor advertising, ensuring consistent messaging across touchpoints.
Havas Media Network India chief executive officer Mohit Joshi said, “Delivering for a powerhouse like AESL requires both scale and precision. By combining Arena Media and PivotRoots, we are deploying our Converged.AI platform to create a 360-degree strategy that drives engagement, conversions and long-term growth.”
Echoing the sentiment, PivotRoots founder and chief executive officer Shibu Shivanandan added that the collaboration would focus on building “impactful, full-funnel experiences” powered by deep analytics and performance-led marketing.
With a strong legacy in coaching for medical and engineering entrance exams, AESL is now doubling down on integrated media to stay ahead in a crowded, fast-evolving education market. The partnership with Havas signals a clear intent: to turn visibility into meaningful engagement and, ultimately, student success.
