e4m@Cannes: India bags 2 Silver, 1 Bronze Lions on Day Two

VML India and Talented bring home a Silver each, Ogilvy India grabs a Bronze

by e4m Staff
Published: Jun 17, 2025 6:08 PM | 4 min read

India’s creative spirit may have taken a softer stride today at the 72nd edition of the Cannes Lions, but it remained undeniably present, thoughtful, bold, and rooted in purpose. With two Silver Lions and one Bronze, the nation’s storytellers continued to make their mark, proving that even on a day of fewer wins, powerful ideas can still echo across borders.

Ogilvy, India brought home a Bronze Lion in the Design category for its “Eye Test Menu” campaign for Titan Company Ltd. In a strikingly simple yet deeply empathetic solution, the team transformed dhaba menus into eye charts, nudging truck drivers to check their vision as they ordered food. This inventive blend of design and public health addressed a crucial, often overlooked issue — vision care for those who keep India moving.

“Ogilvy’s relationship with Titan as a brand and also with Titan Eyeplus is a deep and cherished one. We are incredibly proud of our entire Ogilvy Bangalore team led by Puneet, Tithi and Easo and our client partners at Titan Eyeplus, who spared no effort in pursuing excellence on this dream project. Also a shout out to Absolute Production which partnered us in documenting this work so beautifully. It feels so good to win for such meaningful work," highlights Kainaz Karmakar, Harshad Rajadhyaksha & Sukesh Nayak, CCOs, Ogilvy India.

In the Entertainment Lions for Music category, VML India won a Silver for “The Girl Who Played the Tutari,” a moving campaign for Coca-Cola that spotlighted Nilaksha Borhade, the first woman to publicly play the Tutari, a centuries-old Maharashtrian horn traditionally reserved for men. By amplifying this cultural shift, the campaign captured a moment of quiet revolution, told with elegance and heart.

"Through the art and expression of music, we aimed to challenge an 800-year-old tradition breaking stereotypes and shattering myths, to create a level playing field for women instrumentalists. ‘The Girl Who Played Tutari’ is more than just a song, it’s a celebration of empowerment, collective strength, and equality. We are honored that this message has resonated globally, and grateful to be recognized with a Silver at the Entertainment Lions for Music in Cannes," said Kalpesh Patankar, Group Chief Creative Officer, VML India.

Talented added another Silver in the Entertainment Lions for Sports category for “Avani’s Gold,” a poignant tribute to Paralympic champion Avani Lekhara, created for Britannia Marie Gold. The agency reimagined the iconic biscuit pack, embedding it with design elements inspired by Avani’s shooting targets and victories, a small but powerful symbol of her achievements, and a heartfelt nod to women who rewrite what’s possible.

PG Aditya, Co-Founder & CCO, Talented said, "Our lion today is dedicated to three sets of people in this particular order — the first is to Avani Lekhara herself, she is India's most successful Paralympian and this is a small tribute to everything that she's done, to her journey and everything that she is set to do in future as well. Secondly to everyone in Britannia outside the marketing team across design, scale-up, e-commerce, production, who basically built a biscuit end-to-end to celebrate her achievement, and thirdly to all of us within the marketing and creative teams across Britannia & Talented. All of these people coming together is what made this campaign possible. We are thrilled to be taking the legacy of a brand like Marie through this coincidental connection that it was sized the same as Avani's target itself and to be able to bring that to life and to introduce millions of new young Indians to a sport like shooting, our hope was that it would inspire more people to follow Avani's journey and get into the sport themselves. Marie has stood for the power of female ambition, there is no one better than Avani Lekhara who is testament to that and we hope it inspires millions more."

While today’s metal count didn’t match the golden heights of yesterday, India’s voice remained strong, thoughtful, resonant, and unwaveringly human. At Cannes, it’s not just about the metals, but the meaning behind the work. And once again, India delivered stories that mattered.

Total Metal tally - 12 (9+3)

Metals won today: 3 (2 Silver & 1 Bronze)

Awards Across Categories for Day 2

Design - 1 Bronze