FCB India made a significant impact at Cannes Lions 2025 with its ‘Lucky Yatra’ campaign for Indian Railways, securing six shortlists in the Engagement category. These nominations were divided between the Direct and PR subcategories, highlighting the campaign’s wide-ranging appeal and effectiveness.
In the Direct Engagement category, the campaign has received two shortlists:
- One in the Small Scale Media subcategory
- One under Local Brand
Under PR Engagement, ‘Lucky Yatra’ has picked up four more shortlists, across a range of impact-driven and purpose-led subcategories:
- Travel, Leisure, Retail, Restaurants & Fast-Food Chains
- Local Brand
- Social Behaviour
- Breakthrough on a Budget
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 campaign, developed by FCB India, Mumbai, continues to draw attention for its creative storytelling and culturally resonant messaging centered around Indian Railways, one of the country’s most iconic public services.
Earlier, ‘Lucky Yatra’ was also shortlisted four times in the Outdoor category for its inventive use of media in Transit, Live Advertising and Events, Local Brand, and Social Behaviour. It is also India’s sole shortlisted campaign in the Titanium Lions category so far.
With these recognitions, FCB India’s total tally stands at 11 shortlists for ‘Lucky Yatra’ and 12 overall, including one more for ‘Too Yumm to Cheer’ in the Outdoor category under Breakthrough on a Budget.
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.
