Cannes 2025: VML’s entries for the coveted Lion

As we move closer to the global festival of creativity, it is time to check out the campaigns that promise to bring metals to India this year.

The Lions celebrate creative excellence and effectiveness in every sector and discipline of the industry – and from every corner of the globe. 

Let’s look at the entries from VML:

Coke Studio Bharat: The Girl Who Played The Tutari

In 13th-century India, the Tutari symbolised war and royalty but traditions forbade women from playing. Coke Studio Bharat challenged this age-old belief. A nationwide search began to find a woman who could defy this tradition, until a fearless musician, Nilaksha Borhade, was discovered. The music video ‘Bayo’ featured Nilaksha, as she became the first woman to play the Tutari. This campaign focused on breaking deep-rooted gender stereotypes and the idea resonated far and wide, carrying a powerful message of equality. Once an instrument of power, the Tutari, now stands for something even greater: Power to all.

Coke Studio Bharat: Sing to remember

After eight long years, Coke Studio returned to India but with a deeper mission. The aim is to connect not just with loyal fans but also with a younger generation proud of their roots. For them, inclusivity means representation of their languages and stories. To reach them, the campaign turned to platforms they use the most, that is, Instagram, YouTube, and MOJ, each having a strong regional reach. With ‘Sing to Remember,’ young Indians were invited from several regions to help revive forgotten languages and celebrate the richness of their heritage through music that reflects who they are.

“Coke Studio is a platform that has created a mark in culture. There are stories, songs and collaborations that are already a winner in the market. Last year we won two Lions for ‘Sing to Remember’ and this year we hope to win more. The Girl who played the Tutari is already getting a lot of traction in shows across. We hope the sound of the Tutari echoes loud in the halls of the Palais as well,” shared Mukund Olety,
CCO, VML India.