After a relatively muted Day 2, India came roaring back on Day 3 of the 72nd Cannes Lions International Festival of Creativity with a resounding performance, securing a total of 9 metals, including 2 Silver and 7 Bronze Lions. Today’s wins echoed the bold, purposeful brilliance of Day 1, reaffirming India’s growing global influence in storytelling.
Leading the charge among the Silver winners in the Media category was 'Takeoff Takeover' by Leo India for Cathay Pacific, a campaign that exemplified intelligent media craftsmanship. By harnessing real-time flight data, this hyper-targeted airport campaign proved that strategic thinking can outpace deep pockets. In an industry where visibility is often purchased, this idea stood out by outsmarting the competition, making every rupee work smarter and delivering impact where it mattered most.
Also taking Silver in the PR category was 'Lucky Yatra' by FCB India for Indian Railways, a bold and imaginative effort to address the long-standing issue of ticketless travel. By turning every legitimate train ticket into a lottery ticket, the campaign cleverly tapped into the country's love for luck, making the mundane act of ticket-checking feel exciting. Seamlessly integrated across physical and digital platforms, 'Lucky Yatra' redefined public service messaging with heart and innovation.
Among the seven Bronze Lions, 'Ink of Democracy' by Havas India, created in partnership with The Times of India and the Election Commission stood tall in both the Direct and Media categories, continuing to build its impressive metal tally. Printed entirely in unused electoral ink, each edition of the paper became a striking, tactile reminder of the value of the vote. Bold, evocative, and deeply relevant in a year of elections, it turned journalism into activism with nothing more than a page and some ink.
Anupama Ramaswamy, Joint MD & Chief Creative Officer, Havas Creative India highlights, “We’re incredibly overwhelmed and humbled to bring home two more Bronze Lions for Times of India - Ink of Democracy in Direct and Best Use of Media, along with our Gold in Print & Publishing. For a country that still begins its day with the newspaper, this was more than a campaign, it was a responsibility. And what could be more direct than telling 1.4 billion people to leave their homes and go vote? We didn’t chase engagement; we sparked participation. We didn’t count likes; we counted inked fingers. This is creativity serving democracy. A heartfelt thank you to our incredible partners at The Times of India, and a big shout out to my brilliantly talented young team — Soham, Ravinder, and Annie. You made this real. These wins matter. They bring visibility, open doors, and most importantly, they shine a light on the next generation of talent. At Havas we are committed to making sure they’re seen, heard, and celebrated.”
In the Media category, 'Eye Test Menu' by Ogilvy India for Titan Company Ltd offered a simple yet powerful intervention. It transformed everyday dhaba menus into functional eye charts, encouraging India’s truck drivers to check their vision as they ordered food. This campaign brilliantly blended design, public health, and empathy, addressing a critical issue on the ground with elegant simplicity.
'Garuda Rakshak' by Dentsu Creative for DSP Mutual Funds, awarded Bronze in the Media category, introduced a cutting-edge drone-based search-and-rescue system tailored for chaotic mass gatherings. Inspired by vintage marine navigation technology, it was engineered to function without advanced infrastructure, enabling swift reunions of lost children with their families, bringing safety and precision to some of India’s most challenging environments.
Amit Wadhwa, CEO, Dentsu Creative & Media Brands, South Asia, says, “This campaign was born out of a deep sense of purpose. We set out to use creativity in the service of something meaningful, and we did just that. The idea touched lives, sparked conversations, and stood tall in one of the most culturally powerful gatherings in the world, the Kumbh. To now see it win at Cannes is a proud reminder that when creativity carries intent, it resonates far beyond its origin. This win belongs to every single person who believed in the idea and brought it to life. It is a celebration of Indian creativity - rooted in culture, driven by meaning, and lifted by craft. And yes, we will be celebrating this one with pride, with gratitude, and with the team that made it possible.”
'Nature Shapes Britannia' by Talented for Britannia Industries Ltd, which won Bronze in the Media category, showed how advertising can coexist with the natural world. By growing biodegradable billboards around existing trees instead of cutting them down, the campaign turned sustainability into both a visual spectacle and a moral statement.
Gautam Reghunath, Co-Founder & CEO of Talented, highlights, "A lot of humans put so much of their care, heart and effort into this piece of work. The awards are a nice sweetener to an exceptionally fulfilling journey for the team behind this. The creative mattered. The media placement & strategy mattered. And we’re grateful for the recognition."
In the PR category, 'Box to Beds' by Ogilvy India for Amazon earned a Bronze for transforming corrugated packaging waste into portable beds during the Maha Kumbh Mela. This initiative provided comfort to millions of pilgrims while turning commerce into compassion, an inventive solution grounded in empathy and scale.
Finally, 'Bassi Vs Men’s Facewash' by BBH India for Garnier picked up a Bronze in the Social & Creator category. Featuring the signature wit of comedian Anubhav Singh Bassi, the campaign broke down long-standing stereotypes in the men’s grooming space. With its sharp humour and relatable insight, it proved that cultural nuance and influencer marketing can drive both awareness and entertainment.
Today's wins underline once again that India's creative landscape is not just vibrant but visionary, capable of shaping narratives that are strategic, culturally rooted, and emotionally resonant. From the spiritual to the sustainable, from railway journeys to skincare routines, Indian agencies showed the world that great ideas don’t just win awards, they make lasting impact.
Metal Tally for Day 3 - 9 (2 Silver, 7 Bronze)
Cannes Lions 2025 – Day 3 Category Breakdown
Direct: 1 Bronze
Ink of Democracy by Havas India for The Times of India – Bronze
Media: 1 Silver, 4 Bronze
Takeoff Takeover by Leo India for Cathay Pacific – Silver
Eye Test Menu by Ogilvy India for Titan Company Ltd – Bronze
Ink of Democracy by Havas India for The Times of India – Bronze
Garuda Rakshak by Dentsu Creative for DSP Mutual Funds – Bronze
Nature Shapes Britannia by Talented for Britannia Industries Ltd – Bronze
PR: 1 Silver, 1 Bronze
Lucky Yatra by FCB India for Indian Railways – Silver
Box to Beds by Ogilvy India for Amazon – Bronze
Social & Creator: 1 Bronze
Bassi Vs Men's Facewash by BBH India for Garnier – Bronze
