India’s strong showing at the 72nd edition of the Cannes Lions International Festival of Creativity continued on the final day of the festival, with BBDO India bagging a Silver Lion in the Sustainable Development Goals category for Ariel’s Share The Load campaign. The metal takes India’s total tally at the festival so far to 32, reflecting a year of impactful work and diverse storytelling.
Ariel’s 2024 edition of Share The Load, created by BBDO India, addresses the mental and emotional weight of domestic responsibilities disproportionately carried by women. The campaign encourages men to step up at home and highlights how unequal chore distribution can affect women’s ability to pursue career opportunities, especially those involving travel. Its socially resonant message and consistent evolution over the years earned recognition from the global jury once again.
Expressing his joy on the win, Josy Paul, Chairman & CCO, BBDO India, says, "The teams at P&G and BBDO India are thrilled to receive news of the award for Ariel #ShareTheLoad in sustainable development goals! What a journey! Ten years of belief, commitment and brand action for change. The power of acts not ads to create a better world. We are grateful to all our partners and collaborators for making things happen and going for great."
India clinched a total of 32 metals so far, including 1 Grand Prix, 9 Golds, 8 Silvers, and 14 Bronzes, marking yet another strong year at the global stage. This edition of the festival saw Indian agencies demonstrate a balanced mix of purpose-driven storytelling, creative commerce, and digital innovation.
Leading the tally was FCB India with a total of 9 wins, including a coveted Grand Prix and 6 Gold Lions, largely for its breakthrough campaign Lucky Yatra for Indian Railways. Ogilvy India followed with 7 metals, while Leo India and Havas India each clinched 3 awards. Talented secured 3 metals including 2 Silvers, while agencies like FCB Kinnect, Godrej Creative Lab, Lowe Lintas, VML India, and now BBDO India added to the country's diverse portfolio of wins.
From purpose-driven campaigns to fresh formats and culturally rooted insights, Indian agencies have maintained momentum at Cannes Lions 2025. The wins reflect the country's growing influence in global creativity, through ideas that resonate, challenge, and inspire.
