Ad agencies
Cannes Lions 2023: Is it a silver lining for India with 6 Lions on Day 2?
Mumbai: Going from a complete no-show for India on day one of Cannes Lions 2023 to bagging 6 metals on day two, could this be considered a silver lining for the country’s advertising fraternity?
Inspite of winning a gold, three silver and two bronze Lions on day two at the international festival of creativity this year, India still lags behind as compared to its performance last year. Last year, on day two, the Indian contingent had made it to 10 metals (combining the seven metals on the first day which included two Grands Prix, and three on the second day).
This year on day two, FCB India bagged the first-ever gold Lion awarded to India in the Industry Craft category for its work titled ‘Untangling the Politics of hair’ done for Stir Magazine.
The agency also won two silver Lions in the Entertainment category – one each for its Chatpat campaign done for SOS Children’s Villages, and TR for Teacher campaign done for Navneet.
The third Silver was grabbed by Airtel’s ‘175 Replayed’ campaign created by Leo Burnett Mumbai in the Entertainment Lions for Sport category.
Amongst the bronze Lions for India, DDB Mudra Mumbai garnered a bronze Lion for its Machinegun Mouth campaign done for Battleground Mobile India in the Entertainment Lions for Gaming category.
The second bronze Lion was won by Dentsu Creative Gurugram for its campaign titled ‘The Everything Book’ done for Vedantu in the Design category.
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.
