e4m@Cannes:  India’s fading footprint in SDG Lions

India’s creative industry has long had a strong presence in the Sustainable Development Goals (SDG) Lions category at Cannes, often turning purpose-driven campaigns into global recognition. However, this year has been unexpectedly quiet. At Cannes Lions 2025, despite submitting over 20 entries, Indian agencies secured only one shortlist in the SDG category, a surprising dip for a country that has consistently performed well in this space.

Launched in 2018 in collaboration with the United Nations, the SDG Lions honour creative work that actively aids the UN’s 17 Sustainable Development Goals. In recent years, Indian campaigns have won global acclaim: The Missing Chapter by Leo Burnett for P&G Whisper won a Grand Prix in 2022, The Open Door Project by FCB India earned Gold in 2019, and Biochar Project by Leo Burnett secured Silver in 2023. In 2024, India took home two Bronzes for Dabba Savings Account by McCann and Drops of Joy by Leo Burnett.

This year, all focus is on one campaign - Ariel Share the Load by BBDO India, India’s only SDG shortlist. Its long-standing platform for gender equality now carries the country’s hopes of converting that shortlist into Cannes metal. Notably, this category’s jury was chaired by Josy Paul, Chairman & CCO of BBDO India, who had expressed optimism about India’s future in the category.

“Over the last few years, we’ve seen India contributing to this category in a big way. They’ve been doing a lot in this area... actively support the UN’s 17 Sustainable Development Goals,” Paul told IMPACT before Cannes.

The stark contrast this year is notable, especially given the breadth of entries submitted by India. From Hug of Life by Dentsu Creative and Naga Saint Eye Test by Godrej Creative Lab to Project Early Periods, Lays Reviving Mitti, Nature Shapes Britannia, and Box to Beds, all clearly aligned with sustainability goals, yet none made the shortlist.

This lack of recognition might be due to fierce competition, jury preferences, or potentially weaker execution. Regardless, the message is clear: India’s usual strength in the SDG category has weakened this year.

As Cannes Lions 2025 nears its conclusion, all eyes will be on whether Ariel Share the Load can secure a win. If it does, it would offer much-needed reassurance. If not, this may serve as a reminder for India’s agencies to renew their focus and ambition in the SDG Lions category.