MAM
DigitasLBi NA wins Cannes Lions Health Grand Prix for AstraZeneca campaign
MUMBAI: DigitasLBi North America has been awarded the Cannes Lions Pharma Grand Prix for Integrated Digital Campaign for the “Take it from a Fish” campaign for AstraZeneca.
The campaign also bagged a Silver Lion for ‘Direct and Promo Activation’, a Bronze Lion for its related film, and was shortlisted in four categories.
The Cannes Lions Health Festival is the global creative festival for the healthcare communications industry, which includes the world’s biggest healthcare communications awards, and is the opening event of the Cannes International Festival of Creativity. Now in its second year, Lions Health is a two-day Festival that explores the life-changing creativity demonstrated in healthcare and pharma marketing.
The “Take it from a Fish” campaign was designed to educate men with high triglycerides. To tackle the challenge, DigitasLBi created an integrated online and social campaign designed to entertain and inform. Takeitfromafish.com introduced Marty and Sal, two “spokesfish,” to the target – and his wife and adult children – through entertaining original videos and content to be shared socially.
The campaign was activated via Twitter, YouTube and Pinterest, generating some of the highest engagement in the pharma category. YouTube video completions increased 100 per cent over pharma benchmarks, and the work is one of the top five performing Twitter campaigns ever in the category.
“Winning a Grand Prix is the ultimate accolade, and we’re humbled by this recognition from the prestigious Cannes jury. We’re always pushing the limits to tell great stories for our clients, and we’re grateful to them for being such passionate and collaborative partners,” said DigitasLBi North America chief creative officer Ronald Ng.
AstraZeneca “Take it from a Fish” was shortlisted in four Pharma categories out of a reported 1,862 entries, including integrated digital campaign, film, digital, and direct and promo activation.
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.
