With some shortlist announcements still underway at Cannes Lions 2026, India has already secured 17 shortlists across the categories revealed so far. From culturally resonant storytelling and purpose-led innovation to inventive brand experiences, Indian agencies continue to demonstrate why the country remains one of the world’s most exciting creative markets. Here are Impact’s best bets from India this year.
Sting - The Unofficial Official Sound of F1
Agency: Leo India
For Sting’s global partnership with Formula One, Leo India chose to move beyond the traditional sponsorship playbook. Instead of announcing the collaboration through branding and visibility alone, the agency transformed F1’s iconic engine roar into a distinctive brand asset. The campaign was sparked by a playful observation from DJ and producer Armin van Buuren, who claimed to hear the word ‘Sting’ hidden within the sound of an F1 car. What followed was a wave of participation from fans, creators and motorsport personalities, including Jenson Button and Kush Maini. With this recognition, the campaign has secured a place on the Audio & Radio shortlist at Cannes Lions 2026 as of now.
KitKat - The Slooowest Vending Machine in the World
Agency: VML India
In an age of constant hustle and shrinking attention spans, KitKat reminded consumers of the value of taking a genuine break. VML India created what it called the world’s slowest vending machine, a dispenser that took three full minutes to deliver a KitKat. Rather than frustrating users, the wait became the experience itself, featuring a visual journey through the many ways India pauses and unwinds. Set up in a busy office district, the installation transformed an everyday retail touchpoint into a memorable demonstration of the brand’s long-standing proposition. The campaign has already earned a shortlist at Cannes Lions 2026 in the Design category, under Brand Environment and Experience Design.
D.A.V. Public School - Bullying Decoder
Agency: dentsu
To tackle the largely invisible issue of verbal bullying, D.A.V. Public School, in partnership with Classteacher Learning Systems and Dentsu Lab, introduced Bullying Decoder—an AI-powered solution that listens to classroom conversations through the audio layer of existing CCTV systems. The tool analyses tone, emotional intensity and repeated language patterns to identify instances of verbal bullying in real time. These insights are anonymised and shared with school authorities via a secure dashboard, enabling timely, empathy-led counselling interventions. By converting existing classroom surveillance into a system that helps detect and decode harmful speech, the campaign brings structured attention to a problem often dismissed as ‘just words.’
Lahori Zeera - Har Koi Peera, Lahori Zeera 2.0
Agency: Enormous
In a soft drinks market dominated by multinational cola brands, Lahori Zeera chose not to imitate category conventions but challenge them. The campaign set out to reposition jeera soda from a functional beverage into a symbol of cultural confidence. Built around the thought ‘Har Koi Peera, Lahori Zeera’, it celebrated the drink’s widespread appeal while tapping into a growing preference for authenticity and local identity among younger consumers. Rather than chasing aspirational imagery or celebrity endorsements, the brand leaned into its roots and made them aspirational. The result is a campaign that demonstrates how cultural relevance can become a powerful growth strategy.
The Times of India - Ink of Democracy
Agency: Havas Creative India
In the previous Indian General Elections, around 33% of eligible voters did not turn up, leaving behind 7,500 litres of unused electoral ink. Ahead of the 2024 elections, The Times of India and The Economic Times printed their pages in purple electoral ink instead of black for the first time. For every 132 absent voters, one page was printed, resulting in 2.28 million purple pages carrying a simple message: ‘Don’t waste a drop of electoral ink. Don’t waste the power of democracy.’ The campaign turned unused ink into a reminder of civic responsibility, helping drive a world-record voter turnout of 642 million people despite an intense heatwave.
As the industry awaits shortlists from remaining categories and the results from Cannes Lions 2026, these campaigns exemplify the diversity and ambition of Indian creativity. Whether through cultural participation, social utility, brand storytelling or strategic innovation, each has demonstrated the kind of thinking that often earns recognition on advertising's biggest stage.
