Cannes Contenders: ^atom Network’s Pink Star Rating campaign soothes travel anxiety

The stage is set, the stakes are high, and India’s creative powerhouses are once again ready to dazzle at the Cannes Lions International Festival of Creativity 2025. This year, the spotlight is on bold vision, disruptive thinking, limitless innovation and storytelling that transcends borders.

As the Indian contingent steps into the global arena, we take an early look at the campaigns set to make waves on advertising’s grandest stage. In this piece, we take a look at ^atom Network’s Pink Star Rating campaign for Reliance General Insurance & Curly Tales.

Pink Star Rating aimed to transform travel anxiety into action. A first-of-its-kind platform, it rates 200,000+ locations globally for women’s safety using crime data, emergency access, and real reviews. The minimal media spends sparked 1.3M visits, 120K+ searches, influencer waves, and even policy change. Pink Star didn’t just focus on advertising safety—it intended to build it, redefining travel insurance as a force for everyday confidence. This initiative wasn’t just made for women; it was built by them and with them, seeking inclusivity and accessibility at every point.

Talking about the campaign, Yash Kulshresth, Co-Founder & CCO, ^atom network, shared, “Cars have safety ratings for you to make a wiser choice. Similarly, ‘The Pink Star Rating’ is the world’s first safety rating system for travellers to make a wiser choice. The world can’t be fixed in a day, but being more cautious about travelling is important. We are proud to have such brave clients and Kamiya to elevate this idea and make it a global destination. Just like checking vehicle or hotel ratings has become natural, we envision safety ratings becoming an integral part of every woman’s travel planning. This initiative is a testament to our commitment to provide meaningful & customer-centric solutions.”