MORE THAN LUCKY Deep test
Beating 2024 and 2023’s metal Tally, India really roared back at the Cannes Lions this year, with FCB India leading with 9 Lions and a Grand Prix
What is common across all the years when India has performed exceptionally well at Cannes Lions – It is the dominance of one campaign on the scoreboard. If India won 33 lions in 2013 then, six of them went to Taproot Dentsu’s ‘Farmer suicide’. If we took home 40 Lions in 2017, eight of them were claimed by McCann Worldgroup for ‘Afghan Immunity Charm’ campaign and lastly in 2022, Dentsu bagged nine of the 47 metals India won for the ‘Unfiltered History Tour’. The India story has a similar climax this year too, with FCB India taking home nine out of India’s 32 metals for ‘Lucky Yatra’.
It is a big year for FCB India, historic even, because the agency has bagged its first ever Grand Prix since its inception. Not only is it India’s highest scoring agency this year, our calculations say, that ‘Lucky Yatra’ for the Indian Railways is the highest ‘Gold Lion’ earning campaign for India, beating ‘Afghan Immunity Charm’ and ‘Farmer Suicide’s’ 4 Gold metals each, with its 6 Golds. Of course, when it comes to total score Dentsu’s ‘The Unfiltered History Tour’ still tops the charts, courtesy the 3 Grand Prix and Titanium wins, but FCB India comes a close second, making Dheeraj Sinha’s two-year report card shine as brightly as the Lions his team is taking home.
