The Cannes Lions International Festival of Creativity has revealed the highly anticipated 2025 cohort for its See It Be It programme, designed to nurture and fast-track the careers of women and non-binary creatives in the advertising industry. Among the 20 selected individuals from 14 countries, India’s representation stands out strongly with several remarkable creatives joining the programme.
The See It Be It initiative, launched in 2014, aims to address the gender imbalance in the creative industry by empowering talented women and non-binary individuals with mentorship opportunities, masterclasses, and direct access to industry leaders. The 2025 cohort, which will participate in the event held from June 16-20, 2025, at the Cannes Lions Festival, will gain invaluable insights into their respective fields, with tailored sessions focused on individual career goals.
This year, India has a powerful presence within the cohort. Leena Gupta, Creative & Founding Member of Talented Agency, is among the Indian creatives selected, bringing her deep expertise in strategy and innovation to the global stage. Leena’s inclusion highlights the growing influence of India in the global creative space, and her leadership will surely inspire others in the industry.
Alongside Leena is Mahima Kukreja, an Independent Senior Creative Director, whose work has made a significant impact on the Indian advertising landscape. Mahima’s inclusion is a testament to the strength and breadth of talent emerging from India, with her diverse experiences bringing a unique perspective to the programme.
Also representing India is Pooja Ambulkar, Creative Director at Accenture GN Song, known for her creative vision and innovative approach. Pooja’s role in the cohort further solidifies India’s growing importance in the global advertising industry, and she is expected to benefit from the exposure to international creative leaders at Cannes Lions.
Kyra Matthews, an Associate Creative Director (Copy), is another Indian talent in the cohort, hailing from both the UAE and India. Kyra’s presence in the cohort is particularly significant, as she bridges two diverse creative worlds, enriching the programme’s dynamic. She is joined by Renata Muratova, a Creative Group Head at Progression CA in Kazakhstan, who also brings Indian creative insight to the table, showcasing the interconnectedness of global creative industries.
The participation of these Indian creatives comes at a time when India is increasingly being recognized as a creative powerhouse. Their presence in the See It Be It cohort is not just a win for them individually, but also for the entire Indian creative industry, which continues to thrive on the global stage.
Commenting on her involvement, Nicky Lorenzo, Founder & Executive Creative Director of Twice on Sunday, and one of the programme's alumni tutors, said, "The ability to act as steward for this incredible cohort of immensely talented individuals is truly a privilege. See It Be It was – and continues to be – a driving force of inspiration, learning, and growth for me, and I hope to facilitate the same for this year’s cohort as they embark on this incredible journey. Now, more than ever, is the time to uplift women who deserve recognition and sponsorship."
The mentorship and training provided through See It Be It will allow these talented Indian creatives to engage directly with influential leaders in the creative industry, such as Atiya Zaidi, CEO & Chief Creative Officer of BBDO Pakistan, who will guide the cohort, as well as Estefanía López, Strategy Director at TBWA\Chiat\Day New York. Their invaluable insights will help shape the careers of these young professionals, giving them the tools to break through existing barriers and pave the way for future leaders.
Reflecting on the programme’s significance, Estefanía López commented, "This cohort of incredible creatives honours the legacy of See It Be It and marks the first year of a new decade for the programme. It doesn’t get more iconic than this. Their voices will be pivotal in reshaping the future of our industry. As their tutor and friend, I look forward to helping them unlock their potential and realise that leadership isn’t about justification – it’s about owning your strengths and helping others do the same."
Frank Starling, Chief DEI Officer at LIONS, echoed the importance of initiatives like See It Be It in tackling gender disparity in the creative industry. "This year, the programme received more than 1,500 applications, showcasing its impact and the work put in by our impressive network of alumni. This collective continues to help grow our See It Be It community and pave the way forward for the industry," he remarked.
As the programme grows and expands its global reach, the representation of India’s creative talent in See It Be It underscores the country’s increasing prominence in the global advertising scene. India continues to be a key player in shaping the future of the creative industry, with the 2025 cohort exemplifying the best of the country's emerging talent.
Madonna Badger, See It Be It Chairperson and Ambassador, added, "As we celebrate 11 years of See It Be It, it’s clear that fostering diverse talent is no longer optional – it's essential. This year's cohort is a generation of creatives who aren’t just shaping the future – they’re redefining it with every bold idea and breakthrough."
Through this year's See It Be It programme, India’s strong representation is further solidified, with the cohort’s members poised to reshape the future of the creative industry in ways that are bold, inclusive, and groundbreaking. Their stories, along with those of other alumni, will be shared through the Founders International Network’s podcast channel, offering further insights into the evolving creative landscape.
