The entry has been recognised within the Special Build subcategory, marking a notable win for the agency amidst 982 Indian entries submitted to this year’s festival.
Conceived for Honda, the ‘Dry Thru’ initiative saw Tribes Communication take the lead as the creative agency, with Honda Motorcycle and Scooter India as the advertiser. The campaign distinguishes itself in the Special Build category, which spotlights non-traditional, imaginative outdoor activations crafted specifically for a brand or product.
The name ‘Dry Thru’ is a clever twist on the classic “drive-thru” concept. Designed with monsoon-riding commuters in mind, the installation allowed motorcyclists to stop briefly, dry off from rain showers, and resume their journeys without delay. Eschewing conventional, energy-intensive drying systems, ‘Dry Thru’ transformed existing street infrastructure into a purposeful, environmentally-friendly ambient experience—requiring no additional electricity and avoiding the 1.9 million kWh energy consumption typically associated with mechanical dryers.
The campaign also yielded concrete outcomes. Honda reported an 18% rise in customer enquiries, a dramatic boost in brand trust—leaping from 30th to 5th place—and even surpassed Hero MotoCorp in monthly unit sales, achieving 583,633 units sold and an 11% year-on-year growth.
With this shortlist, Tribes Communication joins a distinguished group of Indian agencies gaining recognition at Cannes Lions 2025—a festival widely regarded as the global benchmark for creative excellence. The awards will be announced from 16th to 20th June, with additional shortlists expected across various categories in the coming days.
