Ad agencies
FCB wins India’s first Gold in the Industry Craft Category at Cannes Lions 2023
Mumbai: FCB Group India is thrilled to announce that the ground-breaking ‘Untangling The Politics of Hair’ campaign has been awarded the prestigious Gold Lion, the first ever for India in the Industry craft category at the esteemed Cannes Lions International Festival of Creativity 2023. This recognition celebrates the campaign’s profound impact in shedding light on the pervasive patriarchy present in cultures worldwide.
While Mahsa Amini’s death and the protests that followed elicited a studied silence from India, STIR, a disruptive design magazine, went live with ‘Untangling The Politics of Hair’ – a travelling photo exhibit that shed layers of ethnicity, culture and nationality to untangle the politics out of what was fundamentally a gender issue – making every woman see her story in Iran’s story.
Commenting on the big win, FCB India creative chairperson Swati Bhattacharya said, “Between STIR’s unfettered ambition for this brief, our aspiration for the work, the standards Rohit Chawla, our photographer, set for making it as evocative as it could be, this is a testament to what being unfettered can achieve for all of us. We fly when we’re unfettered. Jin Jiyan Azadi!”
FCB Group India also won two silver metals on day 2. Tr. For Teacher from Navneet won its first Cannes Lion in the Entertainment, Social Behaviour & Cultural Insight category, and Chatpat won its ninth Cannes Lion from SOS Children’s Villages of India in Entertainment, Influencer & Co-Creation category.
The group, as of now, leads the India tally at the Cannes Lions 2023.
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.
