Tata 1mg bags Cannes Lions Bronze for Sawaal Uthao campaign

NEW DELHI: Trust got a trophy this week as healthcare transparency took centre stage at the world’s biggest celebration of creativity. Tata 1mg has won a Bronze Lion at the Cannes Lions International Festival of Creativity 2026 for its ‘Sawaal Uthao’ campaign, which encourages consumers to question the authenticity of their medicines.

The award came in the highly competitive Pharma category, making Tata 1mg one of the few Indian healthcare brands to earn recognition on the global creative stage. The campaign was designed around a simple but powerful consumer question: “Is my medicine genuine?”

At the heart of the initiative is Tata 1mg’s Track & Trace QR code technology, available on all medicine strips sold through its online platform. By scanning the QR code through the Tata 1mg app, consumers can access detailed information about their medicine’s journey, including sourcing, storage, handling and delivery.

The campaign transformed what is typically a back-end logistics process into a consumer-facing trust initiative. By encouraging people to verify their medicines rather than simply assume authenticity, Tata 1mg sought to raise awareness around medicine safety and supply chain transparency.

Speaking about the recognition, Tata 1mg CEO and co-founder Prashant Tandon said the award reflects the growing importance of trust and accountability in healthcare.

“We believe all consumers deserve full transparency in the healthcare they receive and they should feel empowered to ask the right questions,” said Tandon. “At Tata 1mg, we have ensured end-to-end supply chain integrity and transparency, from the pharma company to the consumer. Through Sawaal Uthao, we urge our customers to always verify and ask one simple but important question: ‘Is my medicine genuine?'”

Tandon added that the company hopes the recognition will encourage broader conversations around informed healthcare choices and consumer empowerment.

The campaign was developed in partnership with creative agency Humour Me, which celebrated its first Cannes Lions win through the project.

Reacting to the achievement, Humour Me founder and chief creative officer Dhruv Sachdeva said, “Winning a Bronze Lion for India in the Pharma category on our first-ever Cannes Lions entry is incredibly special. More than an award, this recognition validates the power of ideas that can make a meaningful difference in people’s lives.”

Sachdeva also credited Tata 1mg for supporting bold creative thinking and backing a campaign that tackled a real-world healthcare challenge.

The recognition highlights a broader shift in healthcare communications, where technology-driven solutions are increasingly being used to build consumer trust. Rather than relying solely on brand assurances, patients are being given tools that allow them to independently verify products and make more informed decisions.

For Tata 1mg, the win marks another milestone in its mission to use technology to improve access, transparency and trust across India’s healthcare ecosystem. As digital healthcare continues to evolve, the company’s Cannes Lions success demonstrates that impactful innovation can resonate not only with consumers but also on the world’s biggest creative stage.