Every year, the Cannes Lions International Festival of Creativity sets the benchmark for exceptional creative work from around there kfc menu world. In 2025, India made a strong showing by securing multiple shortlists across diverse categories. In this article, we explore Cannes Lions 2025 India shortlists in depth — especially in relation to writing, storytelling, advertising craft, and campaign narratives.
We will cover:
The overall shortlist performance of India in Cannes Lions 2025
A breakdown by category (Outdoor, Print & Publishing, Health & Wellness, Pharma, PR, etc.)
Key campaigns and writing highlights
The role of jurors, creative process, and lessons
A FAQ section with essential facts
SEO-friendly structure, readability, and well-balanced passive/active voice
Let’s dive into how India’s creativity (especially writing, narrative, and messaging) fared at Cannes 2025.
India’s Performance: Big Picture
In 2025, India sent 982 entries to Cannes Lions, up from 826 in 2024.
By the time shortlists were revealed, India had secured 64 shortlists across 15 categories.
Most notably:
India earned 13 shortlists in the Outdoor category (the highest among traditional formats).
In Print & Publishing, India received 4 shortlists.
Health & Wellness contributed 3 shortlists.
Pharma had 2 (or more) shortlists.
In PR, India got 7 shortlists.
On the Titanium front, India’s Lucky Yatra by FCB India was the lone Indian representative shortlisted.
Despite fierce global competition, these shortlists signal that India’s creative and narrative capabilities are being recognized on the global stage.
India’s overall shortlist tally shifted across different days of Cannes:
On Day 2, India secured 16 new shortlists across categories including Brand Experience & Activation, Creative Business Transformation, etc.
On a later day, India’s total climbs to 84 shortlists (by some reports), though that might include cumulative or speculative numbers.
Given these numbers, the “Cannes Lions 2025 India shortlists” story is one of rising creative confidence, especially in narrative-driven campaigns.
Category-wise Breakdown & Writing Highlights
Below is a structured examination (with a table) of key categories, shortlisted campaigns, and writing or narrative elements that stood out.
Table: Key Shortlist Breakdown for India (2025)
| Category | Notable Campaign(s) | Writing / Narrative Highlight | |
|---|---|---|---|
| Outdoor | Dry Thru (Honda), Chai Basuri – Tea Flute (Brooke Bond Taj Mahal), Lucky Yatra (Indian Railways) | Creative copy, signage, live advertising, minimal copy but strong visual + message synergy | |
| Print & Publishing | Ink of Democracy (Times of India) | Use of editorial voice, conceptual print design, layered messaging | |
| Health & Wellness | Project Early Periods (Whisper, P&G), Eye Test Menu (Titan), Naga Saint Eye Test (Eyebetes Foundation) | Awareness copy, social messaging, medical storytelling | |
| Pharma | Dawai Reader (Alkem) | Information clarity, regulatory sensitivity, human angle | |
| PR | Lucky Yatra variants, Most Ignored Painting (Grey India) | Media narration, event storytelling, public engagement | |
| Creative Data | Peaks of Courage (Mountain Dew), ACKO Tailor Test | Data-driven narrative, insight-based storytelling | |
| Titanium | Lucky Yatra by FCB India | Holistic storytelling across channels, disruptive idea |
Notes on the table:
The “writing / narrative highlight” column emphasizes how writing or messaging played a key role in each campaign.
In categories like Outdoor, the copy is often short, punchy, or symbolic — but the underlying narrative concept is crucial.
In Print & Publishing, there is more space for storytelling, layering, metaphor, and textual engagement.
In Health & Pharma, writing must balance emotional appeal, clarity, and trust.
In PR, writing supports narratives — event scripting, speeches, media engagement copy.
In Data & Titanium, writing connects data insights and creativity in compelling story arcs.
Spotlight Campaigns & Writing Insights
Let’s explore a few standout cases where writing or message design played a pivotal role:
Lucky Yatra (FCB India / Indian Railways)
This campaign was shortlisted in Titanium — a rare feat for India.
The idea: transform valid train tickets into lottery entries to discourage ticketless travel.
Writing angle: The narrative reframes a civic responsibility (buying valid tickets) into a fun, hopeful experience. The messaging shifts from negative punishment to positive reward. That requires crisp copy that balances legality, fun, clarity, and trust.
Ink of Democracy (Havas Mumbai / Times of India)
Shortlisted and ultimately awarded a Gold Lion in Print & Publishing.
The campaign converted print news pages into impactful voter ink graphics, merging metaphor, civic storytelling, and editorial design.
Writing angle: The campaign’s success lies in marrying message (vote, democracy) with the medium (ink on paper) — the writing had to evoke civic responsibility while being poetic and direct.
Eye Test Menu (Ogilvy / Titan Eyewear)
Shortlisted under Health & Wellness.
It used restaurant menus to subtly encourage vision testing, blending everyday consumer touchpoints with health messaging.
Writing angle: Engaging, conversational copy disguised within menu items — the narrative emerges as diners “discover” vision recommendations while browsing. This is an example of contextual creatively embedded writing.
Peaks of Courage / ACKO Tailor Test (Leo India)
Shortlisted in Creative Data Lions.
Peaks of Courage leveraged data to tell a brand narrative for Mountain Dew; ACKO Tailor Test used data-driven insights to craft a metaphor-laden interactive test.
Writing angle: The narrative had to present data insight in human terms, not just numbers. The writing bridges insight and emotional resonance.
Writing in Cannes Lions: What Judges Look For
To understand how to score a Cannes Lions shortlist (and win), especially in writing-centric categories, it’s helpful to examine what jurors look for — and what distinguishes standout work. Below are key writing and narrative criteria often considered:
Clarity + Simplicity
Even in conceptually rich campaigns, writing must be clear and communicative. Ambiguity may confuse judges.Emotional Connection
The best campaigns make an emotional impact. Copy should evoke feeling, empathy, curiosity, or inspiration.Original Voice / Point of View
Distinctive writing — a fresh metaphor, surprising twist, or bold tone — can elevate a campaign.Strategic Insight
The message must stem from insight (consumer, cultural, behavioral). Copy without insight is less likely to resonate.Integration with Design & Execution
Excellent writing does not stand alone — it dovetails with visuals, sound, motion, or interactivity.Scalability
Judges often look for how the narrative can extend across media, formats, cultures.Relevance & Cultural Authenticity
Messages must be locally resonant (for Indian campaigns) but carry universal clarity.Risk & Boldness
Writing that dares — challenges norms, flips a trope — is often rewarded.
By analyzing India’s shortlisted campaigns, we can see many of these criteria in play.
Passive Voice, Readability & Flow
Because you requested attention to passive voice and readability, here’s how those principles have been considered in this article:
Passive voice is used sparingly, to vary rhythm. For example:
“India’s shortlist tally was secured across diverse categories.”
This passive phrasing emphasizes the result rather than the agent.Active voice is dominant for clarity:
“FCB India transformed train tickets into lottery entries.”
Sentences are kept relatively short (20–25 words max) where possible, to ease reading.
Paragraphs are compact (3–5 sentences) to maintain flow and prevent reader fatigue.
Where complex content (e.g. shortlists, tables) is used, it’s broken into digestible chunks.
Lessons for Writers, Agencies & Brands in India
From the Cannes Lions 2025 India shortlists panorama, several lessons emerge for practitioners in writing, advertising, and communication:
Cultural Insight is Paramount
Many shortlisted campaigns root their message in an Indian insight — whether commuter behavior (Lucky Yatra), democracy (Ink of Democracy), or health habits. Without local insight, even clever writing may fall flat.Narrative + Execution must be seamless
Ideas cannot live in a vacuum. The writing must align with visuals, media, and audience touchpoints.Brevity is powerful (especially in OOH / Outdoor)
In Outdoor, long copy rarely works. Succinct, metaphorical, or symbolic messaging wins.Hybrid thinking (data + storytelling) is rewarded
Creative Data shortlists (Peaks of Courage, ACKO Tailor Test) show that marrying data insight with narrative voice is a growing domain.Courage to innovate
Writing that challenges norms (e.g. reframing civic behavior as a game) tends to stand out.Multi-channel narrative durability
Shortlist success often hinges on the campaign’s ability to tell a coherent story across channels (print, digital, OOH, PR).Invest in writing as craft
Intentional, polished copy — not just slogans — makes the difference. Campaigns that integrate strong writing often dominate.Learn from winners & shortlists
Studying Cannes shortlists (and winners) gives a real-time benchmark of global narrative expectations.
Frequently Asked Questions (FAQ)
Q1: What is a “shortlist” in Cannes Lions?
A shortlist is a selection of entries that pass the first jury evaluation and are eligible for final awards. Being shortlisted is itself a mark of creative excellence.
Q2: How many entries did India submit in 2025?
India submitted 982 entries for Cannes Lions 2025.
Q3: How many shortlists did India earn in 2025?
India earned 64 shortlists across 15 categories.
Q4: Which Indian campaign got shortlisted in Titanium?
Only one: Lucky Yatra by FCB India was shortlisted in the Titanium Lions category.
Q5: Did India get any shortlists in the Innovation Lions category?
No. India did not receive any shortlists in Innovation Lions in 2025.
Q6: Which Indian agencies led the shortlist tally?
Ogilvy India led with 13 shortlists.
FCB India followed, largely via Lucky Yatra.
Talented and Havas Creative India each secured 7 shortlists.
Leo Burnett got 4.
Leo India also had multiple shortlists in Creative Data.
Q7: What categories did India not get shortlisted in?
India had no shortlists in Audio & Radio and Innovation Lions.
Q8: What is the role of Indian jurors in 2025?
Six Indian creative leaders participated in the shortlisting jury in 2025, across various Lions.
Their involvement helps shape global recognition of creative work and ensures India’s voice is represented.
Q9: Which campaign from India won a Gold Lion (after shortlists)?
Ink of Democracy by Havas Mumbai won a Gold Lion in Print & Publishing.
Also, India’s Ariel #ShareTheLoad (BBDO) bagged a Silver Lion in Sustainable Development Goals.
Q10: What lessons can upcoming writers / agencies derive from these results?
Focus on insight-driven messaging
Integrate writing and visual design
Be bold and original
Craft messages for cross-channel extension
Invest time in story arcs, metaphors, and tone
Study global shortlists and winners
Iterate drafts & sharpen copy
How to Write an Award-Winning Campaign Message (a Mini Guide)
Given the insights from Cannes Lions 2025 India shortlists, here is a micro guide for writers and agencies aiming to get shortlisted:
Start with insight
Research your audience, context, behavior. A strong insight makes your writing credible.Frame a bold idea
The narrative needs a compelling “hook” or twist — something unexpected.Choose your voice & tone
Align voice with brand identity, but be daring where appropriate.Draft multi-level messaging
Headline / slogan (if needed)
Supporting lines
Body copy / storytelling
Microcopy (calls to action, signage)
Test for clarity
Can someone understand your message at a glance? If not, refine.Make it scalable
Plan how the message morphs across print, digital, outdoor, video, social.Iterate ruthlessly
Most award-worthy copy emerges from many rewrites.Embed in execution
Copy must sync with design, sound, visuals, interactive elements.Watch tone in sensitive categories
For Health, Pharma, or social issues, maintain accuracy, grace, and authenticity.Get feedback early
Internal reviews, peer critique, mock juror mindset help refine messaging.
Conclusion
The Cannes Lions 2025 India shortlists showcase how Indian creativity — especially writing, narrative, and messaging — has matured on the global stage. Across 64 shortlists in 15 categories, Indian agencies demonstrated that strong storytelling, cultural insight, and crisp writing can compete with the best in the world.
Particularly noteworthy was the Lucky Yatra campaign’s entry into Titanium, and Ink of Democracy’s Gold in Print & Publishing—all rooted in powerful narrative execution. The gains in Outdoor, PR, and Creative Data further underline how writing is not merely a support function but core to campaign identity.
