India registers one new shortlist on Day 3 with BBDO’s Ariel campaign

On Day 3 of Cannes Lions 2025, India registered a shortlist in the Sustainable Development Goals (SDG) Lions, with BBDO India’s '#ShareTheLoad (10 Years)' campaign for Ariel Laundry Detergent making it to the Long-Term Brand Platform (F01) subcategory.

Josy Paul, Chairperson and Chief Creative Officer at BBDO India, is serving as the Jury President for the category.

The campaign, which has spanned a decade, has consistently addressed gender roles in domestic spaces, encouraging more equal participation in household responsibilities. Its inclusion in the shortlist highlights its continuity and relevance over time in addressing social themes through advertising.

With one shortlist from India on Day 3, attention remains on the long-term impact and thematic depth of the entries. Results for other categories, including Glass: The Lion for Change and additional SDG Lions, are expected in the coming days.

As of now, India’s Cannes Lions 2025 metal tally includes wins for FCB India (1 Gold, 1 Silver, 1 Bronze), Havas Creative India (1 Gold), Talented (2 Silver), FCB Kinnect (1 Silver), Godrej Creative Lab (1 Silver), Lowe Lintas (1 Silver), and Ogilvy India (3 Bronze).

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