Cannes Contenders: BBDO India hits every note—gender roles, digital scams, dance beats

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 BBDO India’s entries.

Ariel: #ShareTheLoad

Ariel’s #ShareTheLoad is the longest-running brand-led social movement that addresses the issue of unequal distribution of household chores. It started in 2015, asking, “Is laundry only a woman’s job?” and later continued the awareness with campaigns that highlighted deep-rooted bias, unequal upbringing, health impacts, hidden emotional distances, and the mental load holding women back. Initiatives included detergent packs with men’s names, Wash Care Labels, and Home Maps. This campaign has been featured and dispersed widely and globally, and has even been discussed at the World Economic Forum, making Ariel a consistent voice in gender role conversations at home.

Tata Ultra Marathon: Feet Of Glory

For generations, pledges have always been made with hands- to love, lead, protect, and change. But the Tata Ultra Marathon’s ‘Feet of Glory’ campaign introduced a new kind of pledge, a pledge made with feet. In a country where many children lack proper footwear, runners with their determination to protect them created colourful footprints. Each footprint being a pledge to Tata for donating a pair of running shoes to underprivileged children. The campaign was amplified through social media, on-ground events, and partnerships, aiming to reach audiences across the country.

WhatsApp: Oye Lucky

In 2024, digital payment scams skyrocketed in India. To warn people without fearmongering, WhatsApp launched an engaging awareness campaign with a warning song people could dance to. Recreating Bollywood’s peppiest song, the campaign featured a dance video with popular Indian celebrity Abhay Deol. The power of music and dance was used to remind people to stay cautious in a lighthearted way. The #ScamSeBacho campaign aimed to positively impact WhatsApp’s brand metrics. This campaign received over 50 million organic views, as per the brand.

Candid Dusting Powder: Scratch Music

With India’s tropical and changing climate, the risk of skin infections remains high. The urge to scratch worsens the condition and increases its spread. As a market leader in a stagnant category, Candid Dusting Powder aimed to shift the conversation. The brand used Indian classical melody to capture the irresistible itch, urging people not to scratch and instead trust Candid. In the film, the protagonist sings blissfully while giving in to the urge, slowly shifting to an unsettling note as the rash is revealed. This campaign also aimed to highlight the consequences of ignoring proper treatment.