Cannes Lions 2024: India wraps a disappointing season with 18 metals

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Delivering its second-worst performance in a decade, the Indian contingent put up a modest show at the recently concluded Cannes Lions Festival of Creativity. In its 71st edition, the festival saw 826 entries from India, of which only 59 could turn into shortlists and a mere 18 into metals (including two golds, seven silvers, and nine bronzes).

The only time India got less than 18 metals in a decade was in 2015, when it had picked 13 metals. The country had won exactly 18 metals in 2019 as well.

On the final day of the festival, results for film, glass, sustainable development goals, and titanium lions were announced. India had a total of 10 shortlists across these categories, but titanium where none of the Indian campaigns could make a mark.

Winners of the Final Day

On the fifth and last day of the Oscars of the ad world, debutant Tgthr won a silver lion in the Glass: Lions for Change category for Harpic’s ‘Loocator’ campaign. A tech-driven initiative, the Loocator app gave hundreds of women in India the choice to #BeFreeToPee. The campaign introduced a crowdsourced app to help women locate and rate public toilets. The initiative featured a film depicting women's struggles in finding clean restrooms, radio mentions during peak traffic hours, and distribution of QR-coded paper cups. On Women's Day, Harpic partnered with major restroom providers to clean frequently used public toilets.

Elated with the win, Aalap Desai, Co-founder & CCO Tgthr said, “The Glass lion is very prestigious. While other categories have hundreds of shortlists this one had 17 in hundreds. We were super nervous but this win today has just made us realise the value of a our win because it proves that if you're happy at what you do, you do it well. We're truly overwhelmed today. We're the first independent agency in India to win our first silver lion in the extremely rare  Glass for change category before completing our first year! We are grateful to our clients for having us on this as partners. This means the world to us. Our hearts are full.” 

Another silver in the category came was won by Leo Burnett for Lay’s’ ‘Project Farm Equal’. The campaign, aimed to address gender inequality in the agricultural sector, highlighted the contributions of female farmers. In partnership with USAID, it also promoted fair treatment and opportunities for women in agriculture by focussing on empowering rural Indian women, and enabling them to assume leadership roles within their communities.

Reacting to the win, Rajdeepak Das, CCO Publicis Groupe - South Asia and Chairman Leo Burnett - South Asia said, “The Glass Lion for Change is without doubt one of the most special Lions to be bringing home. And to win a silver in this category makes us immensely proud of the work we are doing. This award is a testament to our partnership with PepsiCo and their faith and conviction in our ideas. Lays Farm Equal solves for design solution disparities and makes farming a level playing field for both sexes – a pivotal point for the agriculture industry.”

The next two wins, both bronze, came in the sustainable development goals lions.

Leo Burnett picked one under responsible consumption and production subcategory for yet another Lay’s campaign – ‘Drops of Joy’.

On World Environment Day 2024, Lay's launched the "Drops of Joy" film, emphasizing their commitment to water positivity. The campaign featured a unique process at PepsiCo India's Kolkata and Kosi plants, where water vapor from potato frying was reclaimed and converted back into usable water. By portraying potatoes as "superheroes," the film highlighted sustainable practices and aimed to reduce the company's water footprint.

The final win of the night was clinched by McCann Worldgroup under gender equality category for ESAF Small Finance Bank’s ‘Dabba Savings Account’. The thoughtful campaign sought to integrate rural Indian women into formal banking by leveraging their traditional saving habits. The campaign used the familiar "rice dabba" (container) as a metaphor to encourage women to open savings accounts without changing their customary practices. By highlighting this culturally resonant approach, the campaign aimed to promote financial inclusion, enabling women to secure their savings and access banking services, thereby empowering them economically while respecting their existing saving behaviours.

Commenting on the win Prasoon Joshi Chairman McCann Asia Pacific & CEO and Chief Creative Officer McCann India said, "We partnered with ESAF Small Finance bank and launched an innovative initiative called “ Dabba Savings Account” This initiative is focused on empowering women through financial inclusion. In today's rapidly advancing tech landscape, it is imperative to ensure that women play a central role in the transformative changes sweeping India.

“Acknowledging the challenges posed by social structures and limited access to education, our project taps into insights from women's existing savings behaviors. By integrating new-age technology with their traditional savings practices, we aim to facilitate greater participation of rural Indian women in banking. The humble rice Dabba in the kitchen has now got a more solid and safer tech extension , making it a beacon of hope and empowerment. This initiative not only promotes structured financial planning but also harnesses the full potential of India's tech revolution and enhances the reach of financial services across the nation. It represents a significant stride towards empowering women economically and nurturing a more inclusive society."

Here’s how the final metal tally looks like for the Indian contingent at the end of Cannes Lions 2024:

Here’s a look at agency-wise performance at Cannes Lions 2024:

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