The world of advertising and brand communication celebrated a proud moment for India as Leo Burnett Mumbai secured three prestigious shortlists at the Cannes Lions International Festival of Creativity 2025. Recognized globally as the pinnacle of creative excellence, the Cannes Lions awards highlight innovation, storytelling, and impact across the advertising industry. Leo Burnett Mumbai’s recognition reflects the agency’s strategic mastery, social insight, and creative brilliance that go far beyond traditional advertising.
In 2025, as the world redefines marketing to focus on purpose-driven communication and socially relevant storytelling, Leo Burnett Mumbai stood tall with campaigns that emotionally moved people, empowered communities, and helped brands build long-lasting trust. Their shortlisted work for Oreo, Acko Health Insurance, and P&G Whisper showcased the agency’s ability to blend emotion, creativity, technology, and purpose in a way that not only reached consumers but made a measurable difference.
Oreo – A Sweet Slice of History That Stirred Emotions
One of the standout campaigns that made the shortlist in the Brand Experience and Activation category was “Oreo – History in the Baking.” This innovative campaign brought together the world of cookies and nostalgia to deliver a memorable experiential marketing initiative. In this campaign, Oreo didn’t rely on conventional media. Instead, it created a surprise pop-up bakery that reimagined Oreo’s journey in India, presenting it through a multi-sensory storytelling format.
What made the Oreo campaign truly resonate was its deep emotional core. Through an unexpected blend of history, humor, and live interaction, Leo Burnett Mumbai created an experience that not only captured attention but also touched hearts. Audiences weren’t just passive spectators—they became a part of the Oreo narrative. They could smell, see, and taste the story of Oreo, and that immersive experience created powerful word-of-mouth buzz. In a world saturated with digital noise, this campaign reminded everyone of the power of physical storytelling and human connection.
This campaign was shortlisted in the Guerrilla Marketing & Stunts sub-category, a fitting recognition for its innovative and disruptive approach. It wasn’t just a cookie display—it was a moment of brand magic that proved Oreo could still surprise and delight, even after decades in the market.
Acko Tailor Test – Stitching Purpose Into Health Insurance
Another powerful entry from Leo Burnett Mumbai was the campaign for Acko Health Insurance, titled the “Acko Tailor Test.” It earned a Cannes shortlist in the same category of Brand Experience and Activation, but this time in the Corporate Purpose & Social Responsibility sub-category. At first glance, health insurance may not seem like the most emotionally engaging product, but Leo Burnett saw an opportunity to tell a deeply human story using data and empathy.
The Acko Tailor Test campaign tackled the issue of healthcare inaccessibility and inclusivity. It used data to identify underserved communities, and through this insight, the team told the story of tailors—often overlooked workers whose access to health insurance is minimal. By highlighting the vulnerabilities of these daily wage earners, the campaign brought the importance of affordable and inclusive health insurance into sharp focus.
Rather than preaching, the campaign showed real impact through storytelling. It featured testimonials, human-interest stories, and real-time data that moved beyond marketing and entered the realm of advocacy. This clever blending of data intelligence with emotional storytelling allowed Acko to not only connect with consumers but also build brand trust in a sensitive, thoughtful way. In doing so, Leo Burnett Mumbai proved that purpose can drive performance, and insurance can be both profitable and meaningful.
Project Early Periods – Whisper’s Bold Leap into Social Change
Perhaps the most impactful of Leo Burnett Mumbai’s shortlisted campaigns was “Project Early Periods,” developed for P&G’s Whisper brand. This campaign was recognized in the Creative Business Transformation category, particularly under the Brand Purpose & Impact sub-category. It wasn’t just an ad—it was a full-fledged social initiative that targeted one of India’s long-standing taboos: menstrual health and period stigma.
In many parts of India, menstruation is still considered a topic of shame, whispered behind closed doors. Girls often lack proper awareness or access to menstrual education, which affects their self-esteem, school attendance, and overall well-being. “Project Early Periods” sought to change that narrative. It introduced early period education in schools, ensuring that girls receive correct information before they get their first period. This shift from reactive to proactive education was not just empowering—it was life-changing.
What makes this campaign transformational is that it influenced systems. It wasn’t limited to posters or videos. The campaign partnered with educators, government institutions, and health bodies to introduce structural change. Through this, Whisper positioned itself not only as a product but as a catalyst for societal progress. Leo Burnett Mumbai successfully turned brand purpose into measurable impact, delivering a campaign that brought dignity, information, and support to thousands of girls across the country.
The Bigger Picture – India’s Creative Rise at Cannes Lions 2025
India’s performance at Cannes Lions 2025 was nothing short of remarkable. With over 64 shortlists across 15 categories, Indian agencies are no longer just participating in global conversations—they are leading them. Agencies like Ogilvy India, FCB Group, Talented, Havas Worldwide, and Leo Burnett are not only winning awards but redefining how brands engage with culture and society.
Leo Burnett Mumbai’s three shortlists, out of a total of four for the Leo Burnett network in India, underscore the agency’s creative consistency and strategic depth. The campaigns highlighted different brand categories—consumer goods (Oreo), insurance (Acko), and feminine care (Whisper)—but all shared one thing in common: they put the audience first. Whether it was through emotional storytelling, purposeful messaging, or systemic transformation, the work connected with real people and addressed real issues.
Why Leo Burnett Mumbai’s Wins Matter
The shortlists are not just trophies; they are validation of Leo Burnett Mumbai’s belief in “Humankind” thinking—the philosophy that creativity should serve people first, and in doing so, serve business as well. The agency has mastered the art of balancing brand objectives with social relevance, creating campaigns that entertain, inspire, and make a difference.
In an era where consumers demand authenticity, the success of Leo Burnett Mumbai proves that real stories, told with sincerity and innovation, will always resonate. These campaigns are not just creative wins—they are examples of how advertising can be a force for good, helping brands stay relevant while contributing positively to society.
Looking Ahead – What’s Next for Leo Burnett Mumbai
After this incredible recognition at Cannes Lions 2025, the road ahead for Leo Burnett Mumbai is filled with even more opportunity. The agency has clearly demonstrated its strength in crafting emotionally intelligent, socially responsible, and strategically transformative campaigns. In the future, the focus will likely be on integrated brand experiences that combine physical, digital, and human touchpoints.
There is also scope to deepen their work in areas like AI-driven personalization, sustainability marketing, and inclusive branding. By staying committed to purpose and innovation, Leo Burnett Mumbai is set to inspire not just the next wave of Indian advertising but global advertising as a whole.
Leo Burnett Mumbai’s three Cannes Lions 2025 shortlists are a moment of triumph not just for the agency, but for India’s advertising industry as a whole. These campaigns are shining examples of how creativity, data, and empathy can converge to create something truly special. From the nostalgic charm of Oreo’s bakery to the inclusive message of Acko’s tailor story and the transformational power of Whisper’s period education, each piece of work stands tall on its own—and even taller together.
This moment will be remembered as a turning point when India’s creative voice was not only heard but celebrated on the world stage.
