BBH India has secured a prestigious shortlist spot in the Social & Creator Lions at the 2025 Cannes Lions International Festival of Creativity for their witty campaign, ‘Bassi vs Men’s Facewash,’ created for Garnier. Entered in the F05 (Use of Humour) subcategory, the campaign leveraged the sharp comedic style of stand-up comedian Anubhav Singh Bassi to break stereotypes around men’s skincare — transforming facewash routines into something both trendy and genuinely funny.
This recognition places BBH India’s work alongside some of the most inventive global campaigns that have successfully blended humour, creator partnerships, and cultural resonance to captivate digital audiences.
Other shortlists in the same category include:
- ‘Olympic Curry’ – McDonald's, by DDB Paris, France
- ‘The Death of Duo’ – Duolingo, by Duolingo, Pittsburgh, USA
- ‘U Up?’ – IKEA, by Rethink, Toronto, Canada
- ‘Erase Valentine’s Day’ – Cadbury 5 Star, by Ogilvy Mumbai, India
- ‘The Lucky Number’ – Heineken, by LePub Milan, Italy
- ‘Harmoniser’ – Twix, by adam&eveDDB, London, UK
- ‘The Cat Codes’ – Friskies, by Publicis Brasil, São Paulo
- ‘Trash Talk Codes’ – Brahma, by Africa Creative DDB, São Paulo
- ‘Call of Discounts’ – Mercado Livre, by GUT São Paulo
As the Social & Creator Lions continue to spotlight digital-native creativity and bold brand storytelling, BBH India’s nomination signals India’s growing influence in the global advertising scene — particularly in campaigns that make culture laugh, think, and click “share.”
Cannes Lions has announced the shortlists in the Craft, Entertainment and some for engagement categories. Craft shortlist includes shortlists for Design, Digital Craft, Film Craft, and Industry Craft sub categories. Entertainment category has announced shortlists for all sub categories as well including Entertainment, Entertainment Lion for Gaming, Entertainment Lion for Music, and Entertainment Lion for Sports. Whereas only shortlists for four sub categories of Engagement have been released, including Direct, Media, PR, and Social & Creator sub categories.
The Cannes Lions Awards Shows will take place from Monday, June 16 to Friday, June 20, 2025, with more shortlists across other categories to be revealed in the coming days.
