Leo Burnett Mumbai has earned a spot on the shortlist at the prestigious Cannes Lions 2025, recognised in the Health & Wellness category for its campaign ‘Project Early Periods’ for P&G Whisper. The campaign is being honoured under the OTC Products sub-category for its impactful approach to menstrual education among pre-teens.
The campaign tackles a culturally sensitive yet critical health issue—early menstruation awareness among pre-teens—with a proactive educational approach. ‘Project Early Periods’ is designed to break taboos, equip young girls with knowledge, and engage caregivers, marking yet another purpose-led push by Whisper and a creative milestone for Leo Burnett.
This shortlist places the agency alongside global players recognised for tackling wellness issues through innovation and empathy. Other campaigns shortlisted in the OTC Products category include:
- ‘Eye Test Menu’ – Ogilvy, Bangalore for Titan Eyewear (India)
- ‘The Special Hearing Test’ – SMALL, New York for Amplifon (USA)
- ‘Drops of Hope’ – FCB New York for Kimberly-Clark’s Poise (USA)
- ‘Supportbelt’ – VML, Detroit for Ford (USA)
- ‘Bleed With Pride’ – BBDO Chile for Padmad (Chile)
- ‘Omnilivery’ – Saatchi & Saatchi France for Omni (France)
- ‘Me Feat. Me’ – DDB Chile for Nosotras (Chile)
India features twice in this category—Leo Burnett’s Whisper campaign and Ogilvy’s Titan initiative—reflecting a growing presence in health-driven consumer communication on the global stage.
With Cannes Lions 2025 spotlighting impact-driven storytelling in wellness, Leo Burnett’s shortlist reaffirms its reputation for marrying brand purpose with creative effectiveness. Winners will be revealed during the festival week in Cannes.
