Dentsu Creative India has earned a coveted spot on the shortlist in the Media Lions category at the prestigious Cannes Lions International Festival of Creativity 2025 for its groundbreaking ‘Garuda Rakshak’ campaign developed for DSP Mutual Funds. Entered under the B12 – New Realities & Emerging Tech subcategory, the campaign was recognized for its innovative application of immersive technologies, which effectively brought mutual fund concepts to life in a compelling, culturally resonant manner.
‘Garuda Rakshak’ integrates mythology-inspired storytelling with cutting-edge media formats to help everyday investors understand financial products — a rare mix of high-tech meets high-impact education. The campaign is Dentsu Creative’s sole shortlisted work in the Media Lions this year, marking a significant recognition for their ability to blend technology with local cultural insight.
Other Indian Shortlists in Media Lions 2025:
- Eye Test Menu – Titan Company Limited, by Ogilvy India
(Healthcare + Use of Outdoor)
- Ink of Democracy – The Times of India, by Havas India
(Use of Print + Single Market Campaign + Social Behaviour)
- Takeoff Takeover – Cathay Pacific Airways, by Leo India
(Use of Outdoor)
- Vi Guardian Beads – Vi (Vodafone Idea), by Ogilvy India
(Social Behaviour)
- Nature Shapes Britannia – Britannia Industries Ltd., by Talented
(Breakthrough on a Budget)
Select Global Contender:
Dove Real Beauty Redefined for the AI Era – Dove, by Mindshare, New York, USA
Dentsu Creative’s recognition alongside India’s top creative shops like Ogilvy, Havas, Leo Burnett, and Talented, underlines the agency’s rising prominence in marrying culture, finance, and technology for social impact through media innovation.
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.
