In a proud moment for Indian advertising, The Womb has clinched the only shortlist from India in the fiercely competitive Film Lions category at the Cannes Lions International Festival of Creativity 2025. The shortlisted campaign — ‘We Broke the Jinx. We Won the World Cup’ — was created for Jim Jam Pops and stands out in the Challenger Brand (F02) sub-category.
Rooted in the joy of collective belief and cricket fandom, the film brilliantly taps into India’s deep emotional connection with the sport. With slick storytelling and a resonant cultural pulse, the ad celebrates a moment of national euphoria — India breaking its ICC trophy drought — and cleverly aligns the Jim Jam Pops brand with that victory narrative. As a challenger brand in the hyper-competitive confectionery market, Jim Jam Pops used this spot to not just celebrate, but cement its identity.
The campaign now shares the stage with other top global contenders in the Film Lions sub-category, including:
- ‘Steal’ by GIGIL Manila for Mandaue Foam Home Store (Philippines)
- ‘Former Genius’ by BBH New York for Samsung Galaxy (USA), produced by Prettybird, Culver City
The Film Lions category honours the craft of storytelling in motion, celebrating creative excellence in filmmaking that stirs emotion, provokes thought, and drives cultural impact. With its Cannes shortlist, The Womb not only uplifts India’s creative reputation globally but also underscores how a bold idea, executed with emotional clarity, can make even a challenger brand punch above its weight.
Winners will be announced at the Cannes Lions award ceremony later this week.
