Ad agencies
Cannes Lions awards Grand Prix to Working with Cancer
Mumbai: Five months after its launch in Davos and subsequent global wake-up call at the Super Bowl, Working with Cancer has been recognised by Cannes Lions with the Grand Prix for Good, designed to celebrate the use of creativity to positively impact not only business and brand, but also the world at large.
With over 600 pledging businesses, impacting more than 20 million employees, Working with Cancer is a true cross industry coalition, driving societal progress across cultures and geographies, to end the stigma of cancer in the workplace. Momentum continues to soar, spanning corporate sectors including government, most recently with the French state confirming to sign the pledge.
Publicis Groupe global CEO and chairman Arthur Sadoun commented, “On behalf of the 600 companies that have already pledged, I would like to sincerely thank the jury for elevating Working with Cancer to another level of global awareness. Receiving the esteemed Grand Prix for Good recognition further demonstrates what is possible when we come together for positive change. As an industry, there are not that many causes or social initiatives that we can wholly affect. Erasing the stigma of cancer in the workplace is one we can take on and change forever.”
Jury President of Health and Wellness and VMLY&R Chicago CCO Mel Routhier added, “Working with Cancer stopped us in our tracks. We not only saw a brilliantly creative idea, but we also saw a globally impactful one-with scale, inclusivity and the real potential to change employee care forever. To think that this point in time could mark the beginning of what will one day be seen as table stakes for how companies support their employees is exceptionally powerful. And most deserving of the ultimate recognition in the Grand Prix For Good.”
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.
