At Cannes Lions 2025, Godrej Creative Lab secured its first Silver Lion, a milestone moment for the relatively young agency. The campaign, built around diabetes awareness at the Kumbh Mela, was led by Gaurav Kumar and Shalini Avadhani, the agency’s Lead Creative Strategists. What started as a local, health-driven idea took the duo from strategy rooms to the crowded chaos of Prayagraj and eventually, the global awards stage.
The execution wasn’t without its moments. Convincing the Naga Babas to participate turned into an unpredictable experience. “Adventurous is an understatement,” Shalini recalled, both laughing about Gaurav being struck with an iron stick during a negotiation. “If it was gold, maybe we’d have brought back a gold Lion," Gaurav added.
The campaign was developed under the creative leadership of Swati Bhattacharya, the new CCO of Godrej Creative Labs, who regularly sees her work represented at Cannes. Gaurav and Shalini credit her for not only being the pivot of the idea but also for pushing it forward at key moments. The project also saw support from Dr. Nishant Kumar, head of the Eyebetes Foundation, who brought medical credibility to the campaign.
What mattered most to them was that the idea had the strength to stand on its own — Cannes simply confirmed it.
