After a dazzling Day 3 that saw India rack up 14 metals, including a prestigious Grand Prix and four Gold Lions, Day 4 of the 2025 Cannes Lions International Festival of Creativity saw a relatively quieter performance from Indian agencies. However, the creative spirit remained intact as India picked up two Bronze Lions in the Brand Experience & Activation category, both celebrating powerful purpose-driven storytelling through design and community innovation.
Ogilvy India’s ‘Eye Test Menu’ for Titan Company Ltd clinched a Bronze Lion for its cleverly executed campaign targeting India’s truck drivers. In an inspired fusion of empathy and design thinking, the campaign transformed dhaba menus into functional eye charts, offering a practical eye-test to truckers as they paused for a meal. The initiative addressed a real-world problem—undetected vision issues among long-haul drivers—with creativity that was both low-cost and high-impact.
Kainaz Karmakar, Harshad Rajadhyaksha & Sukesh Nayak, CCOs, Ogilvy India celebrated their win stating, “We scored one more lion for Titan Eye Test Menu today. This makes it three lions for this one campaign. The three of us are extremely happy for our Bangalore office. It has been a journey to see this idea from conception to coming alive and the team has been relentless. The fact that it has won across Design, Media and Brand Experience truly speaks to the power of this piece."
Leo India’s ‘Acko Tailor Test’ also bagged a Bronze Lion for a campaign that turned routine waist measurements by local tailors into early screening tools for heart disease. Rooted in cultural familiarity and community trust, the idea turned a simple tailoring task into a moment of health intervention, aligning seamlessly with Acko’s brand values of innovation and care.
While today’s tally was more muted compared to the highs of earlier in the week—Day 1 saw India win 9 metals including 2 Golds, and Day 3 brought in an impressive 14 wins—the continued recognition at Cannes reflects the evolving face of Indian creativity. A consistent thread across these campaigns is the ability to embed purpose into everyday experiences, creating work that resonates both emotionally and socially on a global stage.
As the festival enters its final stretch, all eyes remain on India to see if it can continue its strong run and close Cannes Lions 2025 with an even more impressive metal haul.
