Ad agencies
It was a no-show for India on Day 1 at Cannes Lions 2023
Mumbai: Day 1 of the Cannes Lions 2023, the international festival of creativity, proved to be quite a downer for the Indian contingent, with the country being unable to grab a single metal at the event.
The results for six categories were announced on day 1 – out of which India had no shortlist in three of them (Health Grand Prix for Good, Health & Wellness, and Pharma).
The three categories in which India had shortlists included:
Radio and Audio –
‘The Unheard Spotify Playlist’ by Wondrlab for Spotify
Print and Publishing –
‘Why Is This A Swiggy Ad?’ by Talented for Swiggy
Outdoor-
‘Suraksha Teeka’ by Dentsu Creative for Mortein
Winning seven metals last year, including two Grands Prix, three Silver Lions, and two Bronze Lions, on the first day of the fest – India had set hopes high. The question is – will it be able to keep the flag high this year too?
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.
