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Time of India
20 hours ago
- Business
- Time of India
Beyond eye candy: A Cannes Lions Creative Data Special: BE Extraordinary
At the Cannes Lions International Festival of Creativity, a wide spectrum of creative work is recognised, extending beyond Grand Prix winners to include notable campaigns that earn silvers and bronzes. In " BE Extraordinary ," a series collaborating with Harsh Kapadia, CCO, Grey India , we highlight work that warrants discussion for its execution and results. This segment focuses on campaigns that effectively utilised data to drive their creative strategy and generate significant outcomes. Acko - Acko Tailor Test - Leo India Acko, a digital insurance company in India, utilised a unique insight into local health behaviors for its "Acko Tailor Test" campaign, developed in collaboration with Leo India. The core premise was based on the medical insight that the difference between a person's waistline and hipline can serve as an indicator of potential heart conditions. Recognising a prevalent cultural behavior in India, particularly among lower-income segments, where regular visits to tailors for clothing adjustments are common, but doctor visits might be avoided due to cost or access, Acko integrated a preventative health screening into this existing routine. The campaign involved training tailors across the country to use a specific chart to accurately measure clients' waist and hip ratios. Based on these measurements, tailors were empowered to advise individuals if their ratios suggested a potential heart condition, recommending a consultation with a doctor for further assessment. This grassroots approach effectively leveraged an accessible and trusted community point of contact to deliver crucial health information, demonstrating a data-driven strategy for promoting preventative health and early detection. Efficient Way To Pay - Consul Appliances, DM9 São Paulo In Brazil, a common challenge faced by many households is their reliance on outdated and inefficient electronic appliances. While often a result of financial constraints, these older models paradoxically lead to higher electricity bills, hindering their ability to save for newer, more efficient replacements. Consul Appliances, in collaboration with DM9 São Paulo, developed the "Efficient Way To Pay" program to address this economic cycle. The campaign leveraged data on energy consumption to directly demonstrate that replacing older electronics with new, energy-efficient Consul appliances would result in tangible savings on monthly electricity bills. Consul then designed an innovative payment plan: these verified electricity bill savings could be directly allocated to pay off the cost of the new appliances. This initiative effectively established a novel ecosystem for appliance purchasing. By creating a clear, data-driven economic model, Consul Appliances empowered consumers to upgrade their household electronics, turning their ongoing energy expenses into a means of financing more sustainable and cost-effective solutions. So Many Dicks - ELF Beauty, New York ELF Beauty, an American beauty brand, utilised compelling data to drive its "So Many Dicks" campaign, focusing on corporate diversity. The campaign stemmed from research that revealed a significant majority of corporate board members were white men. Strikingly, the data further highlighted that more men named "Dick" held board positions than entire groups of underrepresented people combined. As a company that itself boasts a board composed of 78 per cent women and 44 per cent diverse individuals, ELF Beauty leveraged this data to create a viral campaign that directly called attention to the lack of diversity in corporate boardrooms. The campaign's aim was to spark conversations and actively promote change. ELF directly linked diversity to profitability through a "not so white paper" they released, and collaborated with organisations like the National Association of Corporate Directors (NACD) to facilitate the successful placement of diverse candidates on corporate boards. This data-driven approach allowed ELF Beauty to advocate for tangible change in corporate governance, grounded in both ethical considerations and demonstrated business success. Ikea Hidden Tags - Ikea (Portugal), Uzina Ikea in Portugal, in collaboration with Uzina, embarked on a campaign titled "Ikea Hidden Tags" to address a common perception among consumers that its furniture is not built for durability. The brand ingeniously utilised an existing, yet often overlooked, piece of internal product data: a small, hidden tag on every Ikea furniture item that indicates its precise manufacturing date. To directly counter the misconception about product longevity, Ikea launched a country-wide "Tag Hunt." This initiative invited customers to actively participate by locating these hidden tags on their Ikea furniture to determine its age. A significant prize was offered for the oldest piece of Ikea furniture found in Portugal. This campaign effectively transformed a simple internal product detail into an engaging, interactive contest. By encouraging customers to physically examine their furniture and discover its actual age, Ikea leveraged existing customer ownership and direct interaction with the furniture's embedded data to demonstrate the unexpected durability and longevity of its products firsthand. (At BE Extraordinary, a series about the winners at Cannes Lions in collaboration with Harsh Kapadia, CCO, Grey India, we peer outside the Grand Prix, and look at clutter breaking work that picked the silvers and the bronzes, but don't often get discussed.)
Time of India
2 days ago
- Business
- Time of India
India's Cannes trophy shelf gets heavier
Mumbai: Indian agencies won a Gold, two Silvers and seven Bronze Lions on Day 3 of the Cannes Lions International Festival of Creativity on Wednesday, taking their overall tally to 22 - including three Golds, eight Silvers and 11 Bronzes at the time of going to press on Wednesday. Leo India won a Gold in the Creative Data category for ACKO's 'Tailor Test'. "Winning Gold at Cannes for this campaign is a proud moment for us. This is a testament to how powerful creativity can emerge from the simplest data-often hiding in everyday life," said Rajdeepak Das, CCO, Publicis Groupe South Asia and chairman at Leo South Asia. Leo India also picked up a Silver Lion in the Media category for Cathay Pacific's 'Takeoff Takeover', a campaign that used real-time flight data to create a hyper-targeted airport campaign. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like If You Eat Ginger Everyday for 1 Month This is What Happens Tips and Tricks Undo FCB India won a Silver in the PR category for 'Lucky Yatra', a campaign created for the Indian Railways. That takes the group's tally at the festival to three Lions - with a Gold and a Bronze won earlier. Havas India's 'Ink of Democracy' for The Times of India, which featured newspaper pages printed with unused electoral ink, won two Bronzes in the Direct and Media categories. The campaign had earlier won Gold in the Print and Publishing category on Day 1. "Winning a Gold and two Bronze Lions for Ink of Democracy is a moment of immense pride, for the work, the people behind it, and what it stands for. Huge shoutout to Team ToI and our global team for their belief in the idea and all the support," said Rana Barua, group CEO, Havas India, Southeast Asia and North Asia. Live Events Ogilvy India's 'Eye Test Menu' for Titan clinched another Bronze, this time in the Media Category. Other Bronze winners included Dentsu Creative's 'Garuda Rakshak' for DSP Mutual Fund and Talented's 'Nature Shapes Britannia' for Britannia Industries, both in the Media category. Ogilvy India's 'Box to Beds' for Amazon won a Bronze in PR, while BBH India's 'Bassi Vs Men's Facewash' for Garnier picked up a Bronze in the Social & Creator category. India also added one shortlist on Day 3. BBDO India's long-running gender-equality campaign for Ariel, 'Share The Load', earned a spot in the Sustainable Development Goals (SDG) Lions under the newly launched Long-Term Brand Platform subcategory. The country's final shortlist count now stands at 85. Elsewhere, Actor Reese Witherspoon, joined by e.l.f. Beauty's CMO Kory Marchisotto, unveiled Sunny - a new Gen Z-focused sister brand to Hello Sunshine aimed at amplifying young female voices in media. Another session had TikTok's global head of business marketing Sofia Hernandez joining creators Keith Lee and Logan Moffitt to explore how modern culture is shaped "not in boardrooms, but in comment sections."
Business Upturn
13-06-2025
- Health
- Business Upturn
Dettol Celebrates Father's Day with #DadsCanToo Campaign, Promotes Shared Parenting
New Delhi, Delhi, India: Dettol, India's leading germ protection brand^, launches its special Father's Day campaign, #DadsCanToo, to celebrate shared parenting. The campaign aims to encourage new fathers to step up confidently in creating a suitable, hygienic environment for their babies, with the trusted protection of Dettol Antiseptic Liquid. As modern parenting evolves into a more collaborative journey, Dettol steps in as not just a hygiene expert, but a committed enabler of shared responsibility at home. While parenting roles are evolving, baby care responsibilities still predominantly fall on mothers. However, reports suggest that mothers are biologically required for only 6% of baby-related tasks, the remaining 94% can be done by anyone~ – even dads. Many fathers want to be involved but often feel unprepared for daily routines, which limits early bonding and adds pressure on mothers. With the right support and awareness, fathers can play an equally active and nurturing role in their child's growth. Dettol's #DadsCanToo digital campaign seeks to bridge the gap by giving fathers the confidence and practical know-how to take on everyday baby care, such as cleaning baby laundry, disinfecting surfaces, and maintaining germ-free areas at home for their babies, with Dettol Antiseptic Liquid as their trusted companion in that journey. The campaign challenges traditional norms by reinforcing that baby care tasks are not gender-specific and can be equally managed by fathers. It encourages a shared approach to parenting, where both partners actively participate and support each other. Kanika Kalra, Regional Marketing Director, Health, Reckitt – South Asia, said, 'At Reckitt, we put people's lives and needs at the heart of everything we do. We listen to consumers to better serve and enhance their lives. With the #DadsCanToo campaign, we're proud to promote shared parenting by empowering fathers to participate confidently in baby care – especially in maintaining hygiene, supported by the trusted protection of Dettol Antiseptic Liquid. We strongly believe parenting is a partnership. This campaign is our effort to encourage greater involvement from fathers, ease the pressure on mothers, and spark a cultural shift towards more balanced, confident parenting together.' Conceptualized by Leo India, the heartfelt campaign film features fathers' journey from hesitation to confidence. Nitin Pradhan, Group Executive Creative Director, Creative Head – Delhi, said, 'We saw that fathers didn't lack the intent — they just lacked the cultural permission. This campaign gives them that nudge, the confidence to step in. It's not about replacing moms, it's about showing up with them. When dads step in early, moms step back from the burnout. And that's balance. That's shared parenthood. Honestly, we're not inventing a new kind of dad – we're just shining a light on the ones who've been waiting in the wings.' #DadsCanToo campaign goes beyond hygiene, championing equality in parenting by equipping dads with both confidence and care. This Father's Day, Dettol celebrates dads, not just for what they do, but for what they can do — confidently, equally, and wholeheartedly. Link to Campaign Film: Agency Credits: Creative Agency: Leo India Production House: Purple Pink Director: Saurabh Bhandari About Reckitt Advertisement Reckitt* exists to protect, heal and nurture in the pursuit of a cleaner, healthier world. We believe that access to the highest-quality hygiene, wellness and nourishment is a right, not a privilege. Reckitt is the company behind some of the world's most recognisable and trusted consumer brands in hygiene, health and nutrition, including Air Wick, Calgon, Cillit Bang, Clearasil, Dettol, Durex, Enfamil, Finish, Gaviscon, Harpic, Lysol, Mortein, Mucinex, Nurofen, Nutramigen, Strepsils, Vanish, Veet, Woolite and more. Every day, around 30 million Reckitt products are bought globally. We always put consumers and people first, seek out new opportunities, strive for excellence in all that we do and build shared success with all our partners. We aim to do the right thing, always. We are a diverse global team of 40,000 colleagues. We draw on our collective energy to meet our ambitions of purpose-led brands, a healthier planet and a fairer society. Find out more or get in touch with us at *Reckitt is the trading name of the Reckitt Benckiser group of companies. Click here for Media Contact Details Submit your press release Disclaimer: The above press release comes to you under an arrangement with Business Wire. Business Upturn takes no editorial responsibility for the same.
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Business Standard
25-05-2025
- Business
- Business Standard
Leo India all set to outpace industry growth this year: CEO Amitesh Rao
Leo India, the advertising agency under the Publicis Groupe (formerly known as Leo Burnett India), is expected to outstrip the average industry growth by a significant margin this year. 'We are 100 per cent going to outstrip the average industry growth by a significant margin, both in terms of the scale of revenue and in terms of the calibre of work and the talent that is producing this work,' Amitesh Rao, chief executive officer, Leo South Asia told Business Standard in a virtual interaction. India's advertising industry is projected to grow at 6.5 per cent in 2025 to reach a market size of ~1.1 trillion by the end of the year, majorly driven by the digital segment, according to the Dentsu e4m Digital Report 2025. In the last 15 months, Leo India is said to have added over 40 clients, according to reports — major brands include Pfizer, Shriram Finance and Nestlé. It has also picked up mandates from various companies in the Middle East and North African (Mena) region, Southeast Asia, China and Europe last year. Rao added that the firm has increased its scope by extending mandates with existing clients. It is also in talks with several international brands that want to enter or expand in India, as well as national brands, to further expand its client base. 'We found a lot of growth and what we are seeing as a strong opportunity for Indian talent to work globally. I believe that we (India) have a market that has some of the world's best creative and strategic talent. However, historically, this talent has not been deployed for global work,' Rao said. Apart from Mena, China, Southeast Asia, and Europe, Rao said that there are other global markets that are coming to tap into Leo India's talent pool to work for their brands. He further said that India stands out in many ways compared to other markets in the Asia Pacific (APAC) region in terms of the number of consumers and the size at which brands and businesses operate in the country. 'That's why global holding companies and international brands are paying close attention to India, it is clearly a key market to watch. But some challenges remain, as the strength of the Indian currency is not to our advantage and it impacts the pricing parity from the consumer's perspective, the brand's perspective and even in terms of how we pay for talent. While it has huge potential, it also makes it a tough market,' said Rao.
Time of India
24-05-2025
- Entertainment
- Time of India
Goafest 2025: Enormous crowned creative agency of the year
The Goafest ABBY Creative Awards 2025 concluded its third day with a spectacular celebration of advertising excellence, culminating in Enormous being named Creative Agency of the Year . The agency led the impressive metal tally with six Gold, 17 Silver, 24 Bronze, and 20 Merit awards, accumulating a total of 286 points. Leo India took second place with nine Silver, 29 Bronze, and 13 Merit awards, totaling 196 points. VML India also made a strong showing with one Grand Prix, one Gold, three Silver, six Bronze, and eight Merit awards, accumulating 78 points. Day 3 of the Goafest ABBY Creative Awards 2025 spotlighted excellence across specialist categories like Brand Activation & Promotions, Branded Content & Entertainment, Health, and Video Craft. In total, the day celebrated creativity with four Grand Prix, 29 Gold, 95 Silver, 137 Bronze, and 145 Merit awards. In the Brand Activation & Promotions Specialist category, Leo India topped the list with two Silver, four Bronze, and one Merit award, achieving 30 points. Grey Group followed with four Silver awards and 24 points, while McCann Worldgroup India earned two Silver and two Bronze awards, totaling 20 points. FCB India led the Branded Content & Entertainment Specialist category, earning three Silver and three Bronze awards with 30 points. Leo India was next with two Silver, one Bronze, and one Merit award, scoring 20 points, followed by Enormous with one Silver and two Bronze awards for 14 points. In the Health Specialist category, Leo India excelled by winning one Gold, 4 Silver, and four Merit awards, totaling 40 points. Mudra Max secured two Silver and one Bronze awards with 16 points, and McCann Worldgroup India earned one Gold, one Bronze, and one Merit award, accumulating 14 points. Goodmoring Films led the Video Craft Specialist category with three Gold, seven Silver, three Bronze, and three Merit awards, amassing 84 points. Enormous followed with one Gold, three Silver, and two Bronze awards for 34 points, while Vanilla Films earned one Silver, two Bronze, and five Merit awards, totaling 24 points.
