Leo Burnett Mumbai earns Cannes Lions 2025 shortlist for ‘Project Early Periods’ campaign

It has secured a shortlist for its campaign for P&G Whisper, under the OTC Products sub-category

by e4m Staff
Published: Jun 14, 2025 5:16 PM | 2 min read

Leo Burnett, Mumbai has secured a coveted shortlist at Cannes Lions 2025 in the Health & Wellness category for its campaign ‘Project Early Periods’ for P&G Whisper, under the OTC Products sub-category.

The campaign tackles a culturally sensitive yet critical health issue—early menstruation awareness among pre-teens—with a proactive educational approach. ‘Project Early Periods’ is designed to break taboos, equip young girls with knowledge, and engage caregivers, marking yet another purpose-led push by Whisper and a creative milestone for Leo Burnett.

This shortlist places the agency alongside global players recognised for tackling wellness issues through innovation and empathy. Other campaigns shortlisted in the OTC Products category include:

‘Eye Test Menu’ – Ogilvy, Bangalore for Titan Eyewear (India)
‘The Special Hearing Test’ – SMALL, New York for Amplifon (USA)
‘Drops of Hope’ – FCB New York for Kimberly-Clark’s Poise (USA)
‘Supportbelt’ – VML, Detroit for Ford (USA)
‘Bleed With Pride’ – BBDO Chile for Padmad (Chile)
‘Omnilivery’ – Saatchi & Saatchi France for Omni (France)
‘Me Feat. Me’ – DDB Chile for Nosotras (Chile)

India features twice in this category—Leo Burnett’s Whisper campaign and Ogilvy’s Titan initiative—reflecting a growing presence in health-driven consumer communication on the global stage.

With Cannes Lions 2025 spotlighting impact-driven storytelling in wellness, Leo Burnett’s shortlist reaffirms its reputation for marrying brand purpose with creative effectiveness. Winners will be revealed during the festival week in Cannes.