Cannes Lions 2025: India scores 1 shortlist on Day 3

The shortlist has been bagged for Ariel’s #ShareTheLoad in Sustainable Development Goals category

by e4m Staff
Published: Jun 18, 2025 1:18 PM | 2 min read

India continued its Cannes Lions 2025 journey with one shortlist on Day 3, as BBDO India’s decade-long gender-equality campaign #ShareTheLoad for Ariel Laundry Detergent secured a place in the Sustainable Development Goals (SDG) Lions under the Long-Term Brand Platform (F01) subcategory.

The campaign, titled “#ShareTheLoad (10 Years)”, was recognised for its sustained commitment to challenging gender roles in Indian households by advocating for equal participation in domestic chores—especially laundry. Over the past decade, the campaign has grown from a culturally bold statement to a global benchmark for purpose-driven branding.

This shortlist places Ariel’s effort alongside global heavyweights like:

Dove’s “How Dove Took on a New Era of Toxic Beauty” by Ogilvy UK, which confronts harmful beauty standards.

Mastercard’s “Inclusive by Design” by McCann XBC New York, focused on accessibility through inclusive design principles.

Annahar’s “Active Journalism” by Impact BBDO Dubai, a campaign spotlighting media’s role in civic impact.

With just one shortlist announced for India today, the focus remains on the quality of purpose-led impact rather than quantity. BBDO India’s recognition reinforces the agency’s strength in shaping long-lasting narratives that resonate across time, markets, and societal evolution.

The results for additional categories, including Glass: The Lion for Change and Sustainable Development Goals Lions, are expected to be unveiled through the week. India's total shortlist count currently stands at 85, with more to come.