Ad agencies
Cannes Lions 2023: India wins 10 metals on Day 3, but where is the gold?
Mumbai: On day three of Cannes Lions 2003, India bagged 10 metals. With this, the country’s metal tally has gone up to 16.
The Indian agencies that shone on the third day of the international festival of creativity were Leo Burnett, Talented, Dentsu Creative, EssenceMediacom, and Mindshare.
Leo Burnett led the pack with three silvers and a bronze; followed by Talented, which secured one silver, and two bronze Lions. Dentsu Creative, EssenceMediacom, and Mindshare won a bronze each.
However, the question remains – where is the gold? Day three has been done and dusted with, and none of the Indian agencies were able to bag a Grand Prix or gold at the fest. Infact they won the same number of metals on the third day of the fest last year too – but it comprised a Grand Prix and two gold Lions too.
The 10 metals on day three this year were secured in four categories – Creative Data Lions, Media Lions, Social and Influencer Lions, and PR Lions.
The wins include:
Creative Data Lions –
· Leo Burnett (Silver) – Lay’s Smart Farm – Lay’s
Media Lions –
· Talented Agency (Silver) – QR Travel on clear trip – Clear trip
· Dentsu creative (Bronze) – Suraksha Teeka – Mortein
· Essence Mediacomm/ Leo Burnett India (Bronze) – The Missing Chapter – Whisper
· Mindshare India (Bronze) – Thumbstopping beauty biases – Dove
Social and Influencer Lions –
· Leo Burnett, Mumbai (Silver) – Bringback2011 – Oreo India
· Talented (Bronze) – Why is this a Swiggy ad – Swiggy
PR Lions –
· Leo Burnett, Mumbai (Silver) – Bringback2011 – Oreo India
· Talented/Havas Media (Bronze) – Why is this a Swiggy ad – Swiggy
· Leo Burnett (Bronze) – Airtel 175 Replayed – Airtel
MUMBAI: When your cakes are iconic, your rusks have cult status, and your croissants are quietly doing their flaky thing across Indian breakfast tables, you don’t just hire any agency. You bring in the big knives. Britannia Industries has just appointed Tilt Brand Solutions as its agency on record for its baked goodies – we’re talking Cakes, Rusk, Bread, and Croissant. And no, it’s not half-baked.
The Mumbai-based creative hotshop will now whip up the brand and communication strategy for Britannia’s adjacency portfolio. That means not just making ads, but kneading brand love into every bite. The agency has been handed the apron to serve up memorable campaigns, engaging content, and maybe a few eyebrow-raising moments on your feed.
“For Britannia’s adjacency portfolio, it was imperative that we got on board a partner who would be able to bring a perfect amalgamation of creative strength and business acumen to the table. The balanced approach of Tilt Brand Solutions and their category & consumer understanding delivered on the brief. We look forward to this partnership to create a significant impact for these businesses,” said Britannia marketing – general manager Shekhar Agarwal.
Tilt Brand Solutions, which has been flexing its creative muscles in the Indian adland, now gets to work its dough across formats, platforms and consumer cohorts. Expect punchy campaigns that turn bakery basics into branding blockbusters.
“We are thrilled to partner with Britannia on this exciting journey. With our shared commitment to innovation and creativity, we are confident of creating impactful and memorable work that resonates with audiences, while also driving growth and leadership in the category,” said Tilt Brand Solutions CBO Hari Krishnan.
