What is common across all the years when India has performed exceptionally well at Cannes Lions – It is the dominance of one campaign on the scoreboard. If India won 33 lions in 2013 then, six of them went to Taproot Dentsu’s ‘Farmer suicide’. If we took home 40 Lions in 2017, eight of them were claimed by McCann Worldgroup for ‘Afghan Immunity Charm’ campaign and lastly in 2022, Dentsu bagged nine of the 47 metals India won for the ‘Unfiltered History Tour’. The India story has a similar climax this year too, with FCB India taking home nine out of India’s 32 metals for ‘Lucky Yatra’.
It is a big year for FCB India, historic even, because the agency has bagged its first ever Grand Prix since its inception. Not only is it India’s highest scoring agency this year, our calculations say, that ‘Lucky Yatra’ for the Indian Railways is the highest ‘Gold Lion’ earning campaign for India, beating ‘Afghan Immunity Charm’ and ‘Farmer Suicide’s’ 4 Gold metals each, with its 6 Golds. Of course, when it comes to total score Dentsu’s ‘The Unfiltered History Tour’ still tops the charts, courtesy the 3 Grand Prix and Titanium wins, but FCB India comes a close second, making Dheeraj Sinha’s two-year report card shine as brightly as the Lions his team is taking home.
This year marked yet another first, three agencies managed to win Gold for outstanding campaigns on Day 3 of the festival – Ogilvy’s ‘Erase Valentine’s Day’ campaign for Mondelez, Leo’s ‘Tailor Test’ for Acko and ‘Lucky Yatra’ for FCB. In all, four agencies from India struck Gold in 2025.
This year also marked a good year for Havas India, which bagged shiny Cannes Lions for the first time in a decade, and they went straight for the Gold in the Print & Publishing category for ‘Ink of Democracy’ created for The Times of India, in addition to 2 Bronze Lions. Lowe Lintas too returned to the Cannes stage after a gap of four years by picking up a Silver in the Pharma category for ‘Dawai Reader’ for Alkem Laboratories.
On the other hand, Godrej Creative Lab, the in-house agency of Godrej Consumer Products Ltd. (GCPL), became the only in-house agency from India to go home with a metal. It joins the ranks of tgthr. and Talented, by bagging a Silver Lion for work done before its two-year anniversary. Independent agency, Talented too had a good year, the agency reclaimed 2 Silvers and a Bronze after a gap of one year and interestingly for two different Britannia campaigns. Leo sits pretty inside the holy triangle of one gold, one silver and one bronze lion. Meanwhile ‘Share the Load’ for P&G scores yet another Silver for BBDO India. FCB Kinnect for the fourth consecutive year took home a lion – Silver this time, for ‘Too Yum! To Cheer’. VML India bagged a Silver for ‘Coca Cola – The Girl who played the Tutari’ campaign while BBH and Dentsu took home a Bronze each for ‘Bassi vs Garnier Men’s Face Wash’ for Garnier and ‘Garuda Rakshak’ for DSP Mutual Funds. Rahul Mathew, CCO, DDB Mudra Group, says, “After last year’s damp performance, it has been quite a comeback by India. Congrats to all the winners. And I feel there’s still room to add more shine to the India mantelpiece. India has the potential of being crowned the Creative Country of the Year. In a year where the industry has been full of change and uncertainty, you still saw so many clients at Cannes. Many of whom took to the stage with their creative partners. It does show that clients still believe in the power of creativity. And are probably more optimistic about the future of our business than many in the industry. But if we don’t take charge of this change, then the clients themselves may have to.”
Even as recent reports in India highlight that Indian Railways has pulled the plug on ‘Lucky Yatra’ initiative for being ineffective on-ground, the campaign which was entered at Cannes Lions, much in advance, was more than effective at representing India’s creative prowess on the global stage. 2025 is India’s fourth best year at Cannes Lions, preceded by an overall tally of 47 in 2022, 40 in 2017 and 33 in 2013.
Globally, this year saw around 26900 entries coming to Cannes with Design and B2B Lions seeing the highest growth. Also, the number of entries from independent agencies was up by 18%, while Glass Lions, which was celebrating its 10th anniversary, saw a 53% increase in submissions. Incidentally, India didn’t bag a single shortlist in Glass Lions this year, a category where we had claimed the inaugural Grand Prix a decade ago (BBDO India for Whisper ‘Touch the Pickle’).
Josy Paul, Chairman & CCO, BBDO India, says, “India won 32 Lions! The number 32 has significance. It represents a full set of teeth. Just right to get a big bite of the global creative reputation. But here’s the real smile: 12 different agencies roared. This isn’t just a win. It’s a celebration of India’s distributed brilliance. It’s creative fission – agencies and ideas splitting and multiplying across regions, languages, and realities. When 32 Lions roar from India, you can bet the next massive bite is coming soon.”
We won 9 Golds as a country between 4 agencies, one of our highest ever as a country.
“It has been a great year, particularly for FCB India! The tally will make a lot of people happy, I’m sure. I’d love to see an Indian film win. Not just in craft, where India has had a presence before, but in the Film Lions category. My experience with my Outdoor co-jurors was what I’ll cherish the most. Bright minds, even better human beings - really enjoyed the time I spent with them,” remarks, Pallavi Chakravarti, Founder & CCO, Fundamental, who was on the Outdoor Lions Jury this year.
“India’s performance was particularly inspiring — from homegrown storytelling to powerful globally resonant narratives, the work was fresh, bold, and unafraid to push boundaries. Across the board, there was a clear shift toward ideas that drive genuine impact,” underscores Murtuza Madraswala, Head of Marketing, Content & Communications, NBA India, who was on the jury for Entertainment Lions for Sports this year.
Ananya Srikanth Rao, Brand Director – Strategy, Saatchi & Saatchi India, who was one of the Speakers from India at Cannes Lions adds to that saying, “While every year at Cannes is about the work, this year really stood out in terms of themes that were spoken about, the kind of work that won. Prioritising impact over glam, and opinions building a sustainable industry over glitz.”
Last year, if we discussed the promise of AI at Cannes Lions, this year it was about the challenges AI faces. Another focal point this year was how the proposed Omnicom and IPG merger will pan out, with enthusiasm and fear, in equal parts, on what it could possibly mean for the future of advertising as also the workforce and agency brands under the two Groups.
We saw more and more advertising professionals this year deciding to ditch the Cannes Lions pass to make most of the festival outside, this includes both, those from India and those abroad. With several tech brands owning spaces on the beach and yachts, and running parallel sessions of interest on the industry, there was enough and more to be done outside the Palais with regard to knowledge gathering.
Lastly, Cannes Lions awarded the inaugural ‘Creative Country of the Year’ to Brazil this year which has become another North Star for the Indian contingent. While we have bettered our tally from last year, will we ever claim that title? “Soon enough”, say the Indian leaders.
‘Integration isn’t a bonus anymore, it’s the baseline’
José Miguel Sokoloff
President, Global Creative Council, MullenLowe Group & President, Team Unilever, IPG
Q] Major mergers like the Omnicom-IPG deal often lead to restructuring and unintended consequences. Is there concern within MullenLowe about potential impact or disruption to parts of the agency?
There’s a sense of fear across the board, even the largest agencies involved aren’t feeling entirely secure. And as a relatively small player in the grand scheme of things, those concerns are real for us too. The truth is, some collateral damage is inevitable in a merger of this scale. The real question is what will be impacted, and to what extent? No one knows for sure. That said, what gives me some reassurance is Omnicom’s track record; they’ve consistently shown they care about the agencies and brands in their portfolio. And that matters. We’re in an industry that constantly preaches the value of branding, so it would be disingenuous not to protect and invest in the brands within our ecosystem.
Q] There’s a lot of emphasis today on seamless integration across agency networks. But from your perspective, what do clients truly value more: a stronger agency with a compelling leader, or the broader ecosystem that brings together diverse capabilities under one roof?
We’re all feeling the crunch: smaller teams, tighter budgets. Clients today have leaner marketing departments and can’t tackle every challenge themselves. What they value most in an agency partner now is someone who acts like a concierge, someone who can identify the problem, bring in the right experts, and deliver solutions seamlessly. Integration isn’t a bonus anymore, it’s the baseline. Cannes dropped its integration category not because it’s less important, but because it’s now expected.
‘It’s not about scale, it’s about impact’
David Droga
CEO, Accenture Song
Q] Do you have a rough timeline in mind for when the India expansion plan might take shape for Accenture Song, which already has some presence here? Has the hiring process for the top creative leader’s position officially begun? If so, what stage are you currently in, are you meeting candidates?
I haven’t started hiring for India yet. The priority was first to get Brazil up and running, followed by Japan. India is such a significant and complex market, I want to make sure we get it right, which means laying the right foundation before diving in.
We’re also introducing a new model, so it’s important to get the timing and structure aligned. That said, I have a deep fondness for India. Now that I’m stepping into the Vice Chairman role, I have the opportunity to focus on the things I’m truly passionate about, and India is one of them. It’s a market I’m excited to invest time and energy into going forward. Probably next year, that’s when I see things starting to take shape. I want to make sure we approach India with the right structure and the focused attention it deserves.
Q] From a global and Indian perspective, is there an agency or industry leader you particularly admire for their creative vision, leadership approach, or the culture they’ve built?
My favourite agency, without a doubt, is Droga5. That’s where my roots are, and it’s the agency I’ve always believed in, not just for the work we’ve done, but for how we’ve constantly evolved. The other one would be Wieden+Kennedy. Of course, there’s exceptional talent across the industry. If I had to name an agency I truly admire from India, then it would be Ogilvy India. Some of the earlier work Piyush Pandey has done for Ogilvy India is truly outstanding.
What I find inspiring about this industry is that greatness isn’t confined to geography. Some of the most impactful and creative work can come from the most unexpected places, whether it’s a small agency in New Zealand or a shop in Argentina. It’s not just about being in the biggest markets.
‘IT’S NOT THE TOOLS, IT’S HOW YOU USE THEM TO STAND OUT’
Susan Kingston-Brown
Global Brand President, UM Worldwide
Q] The IPG–Omnicom merger is one of the biggest talking points in the industry right now. From your perspective, how could this consolidation impact or accelerate UM’s adoption of technology and innovation?
First, it’s important to note that the merger isn’t finalised yet; it’s still going through regulatory review. Until then, we continue to operate as two independent organizations. Only a small group is involved in the integration planning, and most of us, including me, remain focused on business as usual.
That said, there’s genuine excitement both internally and among clients about the potential this merger holds. It’s not just about combining two companies, but about creating something entirely new. The technology stacks, like Flywheel and Acxiom, are highly complementary, and integrating them could unlock powerful new capabilities.
I often joke with clients that we’ll soon have a new set of ‘toys’, tools that enhance what we already do. And both John Ren and Philippe have been clear: agency brands will remain intact. Their identity, culture, and client value won’t be diluted.
If the merger goes through, from day one, we’ll gain access to expanded capabilities and, more importantly, the chance to build something future-ready, impactful, and truly differentiated.
Q] One of the major concerns in any large-scale merger is the potential impact on jobs. To what extent will the efficiencies gained from this merger involve headcount reductions?
The day-to-day work continues, and both businesses must remain focused on clients, something that depends on the talent and resources we already have.
While there is a $750 million efficiency target, it represents only about 3% of total operating costs. Much of that will come from areas like real estate and tech vendor consolidation. Concerns are understandable, but it’s important to focus on facts over speculation. This is about building a stronger, more capable organisation, not cutting for the sake of it.
‘Merging to deliver more value’
Jonathan Nelson
Global CEO, Omnicom Group
Q] The proposed Omnicom–IPG merger has sparked wide industry interest around its structure, strategy, job losses, and the death of agency brands. From your perspective, what does this merger represent and aim to achieve?
This is an incredibly complex transaction; we’re looking at one company with 79,000 employees acquiring another with 57,000. For most client-facing, line-level employees, there won’t be much disruption; their roles remain essential. That said, some redundancies are inevitable, and we’ve made certain synergy commitments to Wall Street that we intend to fulfill. However, at its core, this merger is about building a stronger, more capable organisation, one that’s better positioned to serve our clients in a rapidly evolving landscape.
Q] With concerns around market concentration, how will you reassure clients that the merger will enhance service quality rather than reduce competition?
I don’t believe this merger reduces competition—there are still countless marketing firms, from global networks to nimble independents, so clients have plenty of options. What the merger really allows is deeper investment in areas that matter, especially tech and innovation. AI, for example, is a big topic at Cannes, but doing it well and at scale requires serious resources. Joining with IPG gives us the financial strength to invest in AI, data, and marketing tech that benefits our clients. As for platforms like Omni, Acxiom, and Interact, we’re still in the early stages. Regulatory review is ongoing, so we’ve avoided too much overlap. We’re still awaiting regulatory approval before moving forward. Once approved, we will choose the best tools.
‘Unified identity, specialised market focus’
Abbey Klaassen
Global Brand President, Dentsu Creative
Q] Dentsu Creative had unified multiple agencies under one banner, but is now reintroducing names like Webchutney and Isobar. What’s driving this shift, and why revisit the structure so soon?
We have a strong presence in India, and globally, our focus has been on unifying into a single, cohesive agency network. In many markets, we’ve brought together our various creative brands, each with deep expertise in its niche, under one organisation, one P&L, and one global brand: Dentsu Creative.
This integration allows us to serve as a modern, future-facing partner to marketers with increasingly diverse and evolving needs. That said, every market has its nuances. In India, while we’ve retained a few sub-brands, they all operate under the shared philosophy of Dentsu Creative, anchored in transformative creativity that drives real impact.
Q] In the context of India specifically, is the decision to retain sub-brands driven by the challenge of servicing competing clients under a single agency structure? Are clients actively seeking this kind of separation to ensure confidentiality and dedicated focus?
In our industry, there is often a debate about whether clients prefer consolidation or specialisation. The reality is that clients are a diverse group with varying needs, some seek fully integrated solutions, while others prioritise deep, specialised expertise.
Our role is to offer consistency in the areas that matter universally, such as creative excellence, craftsmanship, and shared values, while maintaining the flexibility to adapt to specific client requirements. This balance is at the core of how we operate, both globally and within the Indian market.
‘India shines in a volatile market’
Kate Scott-Dawkins
Global President – Business Intelligence, WPP Media
Q] You recently revised the 2025 growth forecast from 7.7% to 6%. What key factors contributed to this adjustment?
A lot has changed on the geopolitical and economic front since we released our December forecast of 7.7%. While most major advertisers are holding steady with their plans and budgets, ongoing uncertainty, especially around tariffs, has created a sense of market instability. This has affected business and consumer confidence, limiting forward-looking investment. As a result, we’ve revised our outlook to 6%, though we still anticipate solid mid-single-digit growth.
Q] To what extent will the revised global forecast affect India? Do you see India as a bright spot or growth driver for WPP Media in the current landscape?
India is one of our top 10 markets and currently the second fastest-growing after Brazil. It’s a particularly exciting market due to its large population, young demographics, and the deep integration of technology into everyday life. We anticipate continued strong performance, with high single-digit growth expected. Alongside Brazil, India remains one of the key growth engines within our top markets.
Q] India was the only market among your top five to register a 5.5% growth rate last quarter. What were the key drivers behind India’s sustained performance?
Last year was exceptional, fuelled by major cyclical events like the Olympics and elections across several countries. While we typically exclude U.S. political spending from our global forecast, given its massive scale, comparable to Australia’s entire market in an election year, most markets, including India, benefited from the broader momentum. This helped drive India’s revised full-year growth to 9.7% for 2024.
‘Exploring AI, Responsibly and Boldly’
Jesse Wong
Global Creative Director, Cheil Worldwide
Q] With the launch of Cheil SWA as part of a new identity, what new capabilities are being introduced that weren’t previously part of Cheil? And how are you positioning this as a new chapter for the agency?
Cheil has always had a strong foundation and a rich heritage, with a diverse range of proficiencies across various capabilities. So, it’s not so much about launching something entirely new, but rather a continued evolution of who we are. Across all our capabilities, we’re constantly evolving and improving. What’s different now is a sharper, more integrated approach bringing everything together more seamlessly. The launch of the SWA group represents a natural progression for us, aimed at identifying growth opportunities and expanding in key markets. Stepping up in these areas feels like the right next move for us.
Q] How is Cheil leveraging AI both in its operational workflows and in driving creative innovation?
I think, like many others, we find AI incredibly exciting. There’s so much potential, and we’re still discovering the full extent of what it can do, which is what makes it so fascinating. At the same time, it’s important to approach it with caution and continuous reflection, because it’s still a relatively new space. At Cheil, we’ve always been tech-forward, not just with AI, but with technology in general. We’ve been integrating tech into our work for a very long time. That said, the landscape is constantly evolving. So, our approach is to explore it enthusiastically, but responsibly.
Dheeraj Sinha
Group CEO, FCB India and South Asia
"Winning 10 Lions at Cannes – including a Grand Prix, multiple Golds, Silvers and Bronzes – is a proud moment for all of us at FCB India. What makes it truly special is the diversity of work, across categories, platforms, and client businesses. It’s a reflection of the culture of creativity we’re building—where strategic clarity meets bold storytelling. This isn’t just about awards. It’s about the consistency of thinking and the collaborative spirit that drives
us forward.”
Rajdeepak Das
CCO, Publicis Groupe South Asia & Chairman, Leo South Asia
"At Leo, we have always believed in the power of data—but more importantly, in the power of human insight. This campaign is a perfect expression of our Humankind philosophy, where creativity begins not with a brand, but with a deep understanding of people. Sometimes, the most profound insights are found in places we least expect, quietly embedded in everyday behavior. Kudos to ACKO for believing in it, and to the incredible teams at Leo who’ve made it a habit to uncover the extraordinary in the ordinary.”
Rana Barua
Group CEO, Havas India, South East Asia and North Asia
"Winning Cannes Lions for ‘Ink of Democracy’ is a moment of immense pride, for the work, the people behind it, and what it stands for. At our core, we’ve always believed in the power of creativity. We truly believe it has the power to shape conversations and spark change. Here’s to a team that continues to raise the bar, pushing boundaries with integrity, heart, and fearless creativity.”
Anupama Ramaswamy
Joint MD & Chief Creative Officer, Havas Creative India, East Asia and North Asia
"From the moment we thought of ‘Ink of Democracy’, I knew in my gut this idea needed to be made and needed to be seen by the world. It wasn’t loud or flashy, but it had truth, purpose, and heart. One thing I held onto was patience. And a quiet tenacity to see it through, no matter how long it took. What makes this Cannes Lions win truly special is my young team that brought it to life — Soham, Ravinder, and Annie — who poured everything into it. They carried the idea with courage and craft, and I couldn’t be prouder.”
Kainaz Karmakar, Harshad Rajadhyaksha, and Sukesh Nayak
Joint CCOs, Ogilvy
"Winning Gold for 5-Star’s ‘Erase Valentine’s Day’ is truly special, it proves that when teams come together to chase the impossible, it becomes reality. ‘Titan Eye Test Menu’ has impressed across shows, but a win at Cannes is the ultimate creative reward. ‘Amazon Box to Beds’ has already earned a Lion too. We’re also proud to see Taj Mahal Tea and Vi continuing their success with ‘Chai Bansuri’ and ‘Number Rakshak’. A huge thanks to our Ogilvy teams, incredible clients, and partners who brought these ideas to life with passion, belief, and an unwavering pursuit of excellence.”
Swati Bhattacharya
Global Head, Godrej Creative Lab
"The most complex human problems can have the simplest of solutions. Our first win was when the Naga Sadhu community said ‘yes’ to us, this win will now make the Eyebetes Foundation get visibility all over the world. Our idea has travelled from the world’s biggest spiritual festival...to the world’s biggest creative festival.”
Gautam Reghunath
Co-Founder & CEO of Talented
"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.”
Chandni Shah
Founder and COO, FCB Kinnect
"We don’t chase awards, we chase the kind of work that earns them. ‘Too Yumm! To Cheer’ is a powerful reminder of what’s possible when bold ideas meet brave clients and a team that shows up with heart every single time. Winning our fourth Cannes Lion only reaffirms that integrated creativity isn’t just what we do — it’s who we are.”
Kalpesh Patankar
Group CCO, VML India
"Through the art and expression of music, we aimed to challenge an 800-year-old tradition breaking stereotypes and shattering myths, to create a level playing field for women instrumentalists. ‘The Girl Who Played Tutari’ is more than just a song, it’s a celebration of empowerment, collective strength, and equality. We are honored that this message has resonated globally, and grateful to be recognized with a Silver at the Entertainment Lions for Music in Cannes.”
Prateek Bhardwaj
CCO, Lowe Lintas
"The ‘Dawai Reader’ is what you get when you combine cutting edge AI, domain specific data and real-world problems. The win is a nod to the impact that decoding a doctor’s handwriting is having on health outcomes, and also to the power of collaboration. Huge credit to Alkem Laboratories for backing such a deceptively simple idea, to Doceree for bringing in crucial domain expertise and being our partners in crime, and to Digital Rhetoric for bringing the tech to life.”
Amit Wadhwa
CEO, Dentsu Creative & Media Brands, South Asia
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.”
Josy Paul
Chairman, BBDO India
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.”
Parikshit Bhattaccharya
CCO, BBH India
"'Bassi Vs Garnier Men’s Face Wash’ is an iconic campaign. One that started on social and ended up on broadcast. With all the attention the work has already garnered for the brand, a Cannes Lions metal is a great cherry on top. We couldn’t be happier for the teams at BBH and Garnier.”
