India Scores One Shortlist on Day 3 for Ariel’s #ShareTheLoad in Sustainable Development Goals Category
India continued its Cannes Lions 2025 journey with one shortlist on Day 3, as BBDO India’s decade-long gender-equality campaign #ShareTheLoad for Ariel Laundry Detergent secured a place in the Sustainable Development Goals (SDG) Lions under the Long-Term Brand Platform (F01) subcategory.
The campaign, titled ‘#ShareTheLoad (10 Years)’, was recognised for its sustained commitment to challenging gender roles in Indian households by advocating for equal participation in domestic chores—especially laundry. Over the past decade, the campaign has grown from a culturally bold statement to a global benchmark for purpose-driven branding.
This shortlist places Ariel’s effort alongside global heavyweights like:
Dove’s ‘How Dove Took on a New Era of Toxic Beauty’ by Ogilvy UK, which confronts harmful beauty standards.
Mastercard’s ‘Inclusive by Design’ by McCann XBC New York, focused on accessibility through inclusive design principles.
Annahar’s ‘Active Journalism’ by Impact BBDO Dubai, a campaign spotlighting media’s role in civic impact.
With just one shortlist announced for India today, the focus remains on the quality of purpose-led impact rather than quantity. BBDO India’s recognition reinforces the agency’s strength in shaping long-lasting narratives that resonate across time, markets, and societal evolution.
As the shortlists close: The agency wise tally stands at 85. Leading the tally is FCB India with 17 shortlists, followed by Ogilvy at 15. Leo India now stands at 11. Both Talented and Havas Creative India have earned 7 shortlists each. DDB Mudra now joins Lowe Lintas and Famous Innovations with 3 shortlists each. Meanwhile, Grey India, TBWA India, FCB Kinnect and VML India have each garnered 2 shortlists. Agencies with 1 shortlist so far include Tribes Communications, Godrej Creative Lab, Tgthr, Studio Eeksaurus, BBH India, Wondrlab India, Dentsu Creative, McCann, The Womb and BBDO.
The results for additional categories, including Glass: The Lion for Change and Sustainable Development Goals Lions, are expected to be unveiled through the week. India's total shortlist count currently stands at 85, with more to come.
