MUMBAI: BBDO India has announced the elevation of Shruthi Subramaniam to the role of executive creative director – Mumbai. With over 14 years of experience, Shruthi brings a powerful combination of creative excellence and strategic acumen to her new leadership role.
At BBDO India, Shruthi has been the creative force behind campaigns for iconic global brands such as WhatsApp, Bumble, Neutrogena. Her portfolio also includes work for industry giants like Unilever and Mercedes-Benz – projects that are as impactful as they are culturally meaningful. Most recently, she was honoured with a prestigious CLIO Music Award, earning recognition alongside international names like Harry Styles and Ozzy Osbourne – a testament to her ability to create work that resonates across borders and audiences.
In her new role, Shruthi joins BBDO India’s core leadership team, where she will help shape the agency’s creative direction, lead key client partnerships, and mentor emerging talent. Her focus will be on driving innovation in both storytelling and “story-doing,” while pushing the boundaries of modern advertising.
Commenting on Shruthi’s promotion, Josy Paul, Chairman & CCO, BBDO India, said, “Shruthi’s work is famous, her craft is brilliant, and her vision for the future of advertising is inspiring. She’s been an integral part of BBDO India’s growth story. With our vibrant, diverse talent pool, we’re confident she’ll bring even more value to our clients while moving the agency and industry forward.”
Speaking on her new role, Shruthi Subramaniam, ECD, BBDO India shared, “The BBDO Ashram is my home – I want to decorate it with ideas, fill each room with the warmth of conversation, and have people over who never want to leave. Belonging is the start of everything. My wish is to make people belong, bloom and become.”
MUMBAI: India wrapped up its Cannes Lions 2025 campaign in style, pocketing a cool 32 Lions—nearly double last year’s tally of 18. The final medal, a Silver Lion on Day 5, came in the Sustainable Development Goals category for BBDO India’s long-running Ariel #ShareTheLoad campaign. It capped a festival that saw Indian agencies sprint, leap and roar across the Croisette.
The BBDO campaign, now a decade-old crusade challenging patriarchal laundry norms, was hailed for its creative consistency and cultural clout. Josy Paul, chairperson and chief creative officer at BBDO India—also this year’s SDG Lions jury president—called it “a movement, not just a message.” Well, the jury agreed.
Though Day 5 brought just the one metal, the closing spotlight stayed firmly on impact. FCB India’s blockbuster “Lucky Yatra” for Indian Railways, already a Grand Prix and multi-Gold winner, made the Titanium shortlist but didn’t convert. The Womb’s nostalgic “We Broke the Jinx. We Won the World Cup” for Jim Jam Pops also reached the Film shortlist but walked away empty-handed.
Still, India’s medal chest sparkled: 1 Grand Prix, 9 Golds, 9 Silvers, and 13 Bronzes. That’s a barnstorming 32 Lions. FCB India led the pride, while Ogilvy, Leo India, Havas Creative India, Talented and others made strong showings in categories ranging from Brand Experience & Activation to Creative Commerce.
What clicked? A sharp mix of culture and conscience. From turning train tickets into lottery dreams, to custom-tailored heart health awareness, to menus that doubled as eye tests—Indian creativity pulled off the rare trick: selling with soul.
Cannes Lions 2025 proved the Indian ad world is no longer an emerging force—it’s arrived, swagger and all.
MUMBAI: When it comes to beating the heat, India doesn’t sweat the choice—it’s Crompton, eyes shut or at least that’s what the brand would like us to believe. The brand’s latest campaign, aankh band karke le lo, plays on trust as its air coolers promise jaldi cooling, delivering an instant summer escape.
With temperatures set to soar—India’s meteorological department warns of a sizzling season—consumers are likely to be on the hunt for fast, effective cooling. Crompton, India’s No 1 brand in fans and residential pumps, knows a thing or two about airflow. Its air coolers, powered by top-notch engineering, are built to take the heat head-on.
Crompton Greaves Consumer Electricals Ltd CMO Tanmay Prusty said,: “Every summer brings its own set of challenges, with soaring temperatures making it essential for consumers to find a cooling solution they can trust. Dependable cooling is more than just a luxury, it’s a necessity. Fan and pumps are the heart of any air cooler and as India’s No. 1 brand in this area, we don’t just understand cooling; we perfect it. Backed by our expertise in airflow technology, Crompton air coolers are designed to deliver powerful, long-lasting performance, even in peak summer. Our latest campaign, aankh bandh karke le lo, embodies the deep trust that generations of consumers have placed in Crompton— knowing that they can depend on us with absolute confidence. Through this campaign, we celebrate the assurance that comes with a brand that consistently delivers on its promise. With the refreshing power of jaldi cooling, Crompton air coolers ensure a cooling experience so reliable that it needs no second thought.”
The ad film cleverly dramatises this blind faith. A couple, braving the summer sun, spots people everywhere buying Crompton air coolers—eyes shut, radiating calm. Their curiosity leads them to a store, where a salesman delivers the clincher: “India ke No.1 fans aur pumps ka bharosa hai… aankh band karke le lo.”
Cut to their home, basking in the cool breeze, eyes closed in pure bliss.
BBDO India chairperson & CCO Josy Paul said, “Our task was to drive awareness for Crompton in the air coolers category. The challenge was to rise above the noise of ‘sameness’ in the category, while building on our current proposition of jaldi cooling. We focused on the one thing that differentiates Crompton from the others – we are the leading players and expert in fans and residential pumps with a legacy of over eight decades. It was about Crompton’s expertise coupled with their time-tested trust. From these core values was born our creative idea – you can buy our air coolers with your eyes closed.”
Airing across TV, digital, print, OOH, and cinemas, the campaign makes one thing clear: when it’s cooling, it’s Crompton—no peeking required.
MUMBAI: BBDO India has added another feather to its creative cap, emerging as the most awarded Indian agency at ADFEST 2025 in Pattaya, Thailand. With a spectacular haul including a prestigious Grande (Grand Prix), two Golds, two Silvers, and five Bronze awards the agency cemented its dominance on the international stage. To top it all off, BBDO India was crowned South Asia Agency of the Year, a testament to its creative prowess.
The agency’s standout moment came with its impactful ‘Home Teams ShareTheLoad” campaign for P&G Ariel, which clinched the Grande in the Effective Lotus category and a gold in Creative Strategy Lotus for its long-term impact. The campaign also secured two silvers in Creative Strategy and Effective Lotus, along with five Bronze awards across categories such as Film Lotus (Online Film), Sustainable Lotus (Gender Equality), Creative Strategy (Data & Audience Insight), PR Lotus (Integrated Campaign), and Media Lotus (Guerrilla Marketing).
Adding to its winning streak, BBDO India also bagged a Gold in the Film Craft Lotus category for Whatsapp’s Oye Lucky, recognised for Best Use of Adapted Music.
Reacting to the wins, BBDO India chairperson and chief creative officer Josy Paul, said, “Being named South Asia Agency of the Year is massive! We’re grateful to the jury for recognising our work for P&G Ariel and Meta’s Whatsapp. These campaigns are all about impact and influence, in line with our global mantra: Do Big Things. This win was only possible thanks to incredible teamwork and the trust of our client partners.”
With its bold storytelling and strategic brilliance, BBDO India has once again set a high benchmark, proving that creativity with purpose doesn’t just make waves, it cleans up at the awards too.
Mumbai: The One Club for Creativity concluded the third edition of Portfolio Night 2024 in Mumbai and has become one of the most important networking events for the creative industry. The event took place on 10 October (virtual) and 11 October (Mumbai) 2024. Fostering connections between emerging talent and established creatives; Portfolio Night is an ecosystem of creative development, the launchpad of careers, and a major force in shaping the future of creativity.
The event was held at the Ecole Intuit Lab in Mumbai and was co-hosted by agencies under Omnicom Advertising Group – BBDO India, DDB Mudra Group, and TBWAIndia. It brought together 110 emerging creatives with diverse academic backgrounds in design, planning, direction, content writing and so on.
BBDO India chairman & CEO Josy Paul, kicked off the event with an inspiring speech. This was followed by an energetic, fast -paced evening of one-to-one portfolio reviews by the jury panel of 30 jurors over the two days.
“Portfolio night is really about a portfolio of creative values: Originality, freedom, fearlessness, love, passion and belief. That’s what I was looking for. It is as much about the people as it is about the work. And I got all of it. For that’s what I saw, felt and experienced at this electric night. Thank you for the collision of emerging talent and established creatives. It was alchemy. The future of creativity is shining bright” said, Josy.
Speaking about this year’s juror experience, DDB Mudra Group CCO Rahul Mathew said, “While the Portfolio Night may come across as a night of evaluation by the creative heads, it’s also an introduction. We’re introduced to where the talent is headed and what the future has in store for our industry. And once again we leave reassured and confident that the future of creativity is bright.”
TBWA India chief creative experience officer Russell Barrett commented, “As always it was an amazing experience to interact with the energy and the openness of the future of our industry. This year I saw a number of portfolios that were not from the traditional areas of creativity – animators, cinematographers, UX, UI designers. While a good number of the other portfolios had experiential and innovation ideas too. It’s great that the portfolios at portfolio night are keeping pace with the rapid changes we’re seeing all around us.”
Sukanya Aggarwal emerged as the winner at the Portfolio Night Mumbai while Udo Döhler Neto won the virtual pan-India Portfolio Night. They’ve both earned the chance to participate in the prestigious global Portfolio Night All-Stars program. This program brings together creatives with winning portfolios from all host cities. These lucky All-Stars will work in global teams on a brief from a major brand and attend seminars and recruiting sessions. At the end of the week, each team presents their pitch, with the winning Portfolio Night All-Stars flown to New York by The One Club for Creative Week 2025.
Mumbai: Over the last nine years, Ariel India has continuously sparked conversations around the unequal division of domestic chores within households and urging more and more men to #ShareTheLoad. As society progresses, men have increasingly recognized the importance of supporting their partners equally. Since we began this journey in 2015, the percentage of men who believed that household chores, like laundry, are solely a woman’s job has drastically decreased from 79 per cent to 25 per cent*. However, acknowledging the need for further progress, Ariel is driving the conversation forward to encourage men to not only accept the physical aspect of household chores but also to act as a team at home to share the mental load. This collective effort will significantly contribute to men earning the trust of their partners by stepping up, ensuring that they can confidently step out into the world. This year, Ariel poses a pertinent question – How strong is your HomeTeam? By urging men to #ShareTheLoad, Ariel aims to foster a culture of equal ownership and accountability of household chores between husbands and wives, seamlessly integrating both the physical and mental aspects of running a household.
In our latest film, ‘HomeTeams #ShareTheLoad,’ Ariel aims to introduce the notion of fostering a team dynamic within the household, reiterate household chores as a collective responsibility. Additionally, Ariel is urging couples to recalibrate their roles and responsibilities – can men handle both the mental and physical responsibilities of running the household in her absence? If yes, what stops from this becoming a way of life? This introspection is crucial in fostering true equality within households.
While the physical aspect of household chores may receive occasional recognition, the silent weight of the mental load often goes unnoticed for many women. As men increasingly take on certain tasks and some households opt for domestic assistance, it’s critical to address the unseen burden borne by women. Have we truly considered the relentless mental to-do lists carried by women, often without respite? A new study by an independent third party, commissioned by Ariel revealed a startling fact that three out of every four women (75 per cent) find it difficult to mentally disengage from household responsibilities. This imbalance not only undermines their health, relationships, and overall well-being but also poses a significant obstacle to their career advancement. As more women enter the workforce and nuclear households become more prevalent, the need to share the load becomes even more pressing. As the unceasing weight of household chores persists, looming over every aspect of life, it’s imperative to ask: Can men adeptly shoulder not just the physical but the mental responsibilities of household management in her absence, thus easing the burden and fostering a more equitable partnership?”
Ariel’s latest film poses a vital question to men. The story follows Aisha, a professional balancing her career and home responsibilities. When offered a work trip to Singapore, Aisha’s apprehension stems from concerns about her ‘team’s ability to manage without her. Like a lot of women, she does not want to highlight the main reason that she knows her partner’s incapability to take on the responsibility of the household in her absence The, “team” in this case that she was referring to was the team at home.
This concern reflects a common dilemma for women, with research showing that more than half of women occasionally decline work-related travel due to worries about their partners’ ability to handle household chores.
Yet, in a heartening turn, Aisha’s boss nudges her to leverage her “HomeTeam” just as effectively as she does her work teams, emphasizing the potential for achieving larger objectives than she could manage alone. This underscores the profound influence of teamwork in both personal and professional realms. While some men serve as catalysts for change, others may need just a gentle push. In the film, the husband’s realization is sparked by simply overhearing a conversation between Aisha and her boss about her apprehension to go to Singapore and how the team back at her home will manage in her absence. The realization in him highlights how small moments can lead to significant shifts in perspective. It’s a testament to men who just need a nudge to genuinely aspire to be equal partners but may be hindered by societal conditioning or a lack of awareness.
“In response to the evolving dynamics within households, driven by the increasing representation of women in the formal sector, we recognize the need to adapt our approach to laundry care. With higher incomes, increased mobility, and growing aspirations, households are experiencing changes in laundry patterns, time constraints, and a heightened demand for convenience. At Ariel, we are committed to creating an ecosystem at home that empowers women by easing their domestic responsibilities. Our mission goes beyond providing superior cleaning products; we aim to foster genuine partnership and equality within households. By understanding the evolving needs of consumers, we strive to rewrite the narrative of gender roles and empower both men and women to share responsibilities equitably. This year. We are attempting to spotlight the never-ending to-do lists, a sign of the mental load, that women continue to disproportionately bear. Together, through initiatives like #ShareTheLoad, our aspiration is to cultivate households where it’s equally common for men and women to not only share the physical chores like laundry but also share the mental load of household responsibilities.” said Mukta Maheshwari, Chief Marketing Officer, P&G India, and Vice President – Fabric Care, P&G Indian subcontinent.
#ShareTheLoad is not just an advertising campaign; it’s a silent revolution that’s changing the way Indian society perceives household chores between couples. Each year we uncover a hidden truth. Our deep listening process, in collaboration with the team at P&G Ariel, helps us sense the mood of the nation, the home, and the individual. This year we are hearing more and more women say they are giving up on growth opportunities because of the mental and emotional load of domestic responsibilities. This holds many women back and stops them from achieving their full potential. But things are changing. There are so many moments in the film that show us this reality and how the shift is happening. In the end, the film captures the realization of the husband and the effort he puts in to ensure his wife doesn’t have to take a step back at work. A giant step for equality at home.” said BBDO India chairman & chief creative officer Josy Paul.
Over these seven editions, we’ve consistently addressed this vital issue, emphasizing the importance of shared responsibilities within households. With each passing year, our commitment to promoting equality and sparking meaningful discussions remains steadfast.
Mumbai: Crompton Greaves Consumer Electricals Ltd has unveiled a captivating new TV campaign for its range of stylish fans. This quirky and playful advertisement celebrates the dual charm of Crompton’s latest offering: stunning aesthetics that elevate home décor. The TVC cleverly centers on the concept of taking the perfect selfie, showcasing how Crompton fans effortlessly steal the spotlight, even from unusual angles. Whether capturing solo moments or group gatherings, the ad highlights how these stylish fans become the focal point of every picture, adding a touch of sophistication and seamlessly blending into the décor as a beautiful design element.
Today’s design-conscious homeowners seek fans that elevate their spaces while delivering superior air quality and energy efficiency. Recognizing this need, Crompton unveils its latest TV commercial, showcasing how their ceiling fans seamlessly blend form and function. The TVC cleverly highlights how these stylish fans can take center stage in your home, becoming a design statement while keeping you cool and comfortable.
Speaking about the company’s latest campaign, Crompton Greaves Consumer Electricals Ltd CMO Pragya Bijalwan said, “At Crompton, we understand that everyone has their own unique style, and that extends to the fans they choose for their homes. That’s why we offer a diverse range of stylish fans designed to complement various home aesthetics. From minimalistic to bold, classical to contemporary, our fan collection caters to a wide array of design preferences. We believe that homes are a reflection of individual style and taste, and our extensive range ensures that consumers can find a fan that aligns perfectly with their aesthetic vision. Moreover, Crompton fans go beyond cooling; they elevate your space, making them a centerpiece you’ll be proud to show off in every selfie. The film captures this very trend of the selfie culture, where people are constantly capturing and sharing moments in their homes. Crompton fans can be the unexpected star of the show, transforming your pictures into stylish backdrops for those picture-perfect moments.”
The newly launched TVC conceptualised by BBDO showcases how Crompton’s uniquely designed fans transcend their function of simply cooling, adapting to one’s ever-shifting moods and desires. Whether it’s a stylish individual or a group of friends, the fans constantly steal the show. With the tagline Kyonki “Crompton fans ki photogenic beauty banaye har selfie ko Picture Perfect!” the campaign showcases how these fans can make any photo look amazing.
BBDO India CCO Hemant Shringy added, “House proud. That’s today’s consumer. Gone are the days when you had décor, furniture and appliances that were handed down from generations. Everything in the home today is carefully curated and speaks about the taste and the aesthetic of those who live there. Crompton innovates and designs to these needs. And the ceiling fan, that’s actually the centrepiece of any room also holds the place of pride now, in your selfies! Whatever your aesthetic, Crompton’s got a fan you’d love to show off in your selfie!”
The 360-degree campaign will be launched on IPL and will further be amplified through various other mediums of the media like television, digital and out-of-home.
Mumbai: Leo Burnett India Mumbai leads all of APAC with 17 finalists in the 2023 ONE Asia Creative Awards, the fast-growing regional awards program and part of The One Club for Creativity. India is also the country with the most finalists, collecting 23 this year.
Leo Burnett India’s finalists selections are for five entries on behalf of four clients. They include six finalists working with Wavemaker India Mumbai for “#BRINGBACK2011” on behalf of Oreo, five with Prodigious Mumbai are for Airtel “Airtel175”, three for Pepsico Lay’s “Smart Farm”, two for Burger King “The Great Celebrity Hack”, and one for Pepsico Lay’s “The Biochar Project”. BBDO India Mumbai has two ONE Asia 2023 finalists, both for “See the Signs #ShareTheLoad” on behalf of P&G India – Ariel.
Rounding out the ONE Asia 2023 finalists from India with one each are Brandcare Medical Advertising and Consultancy Mumbai working with Dr. Suresh Saravdekar Mumbai and Amit Gavathe Mumbai for Keshav Srushtee “Gram Health Locket”; Landor & Fitch Mumbai for Full’r “Eat Like No One’s Watching”; Ogilvy Gurgaon for Coca-Cola India “Stump Cam”; and Subhajit Mukherjee Mumbai with Wunderman Thompson Kolkata for Exide Industries “India Moves on Exide – The Moving Canvas”.
India has the most ONE Asia 2023 finalists with 23, followed by Philippines with 20, Australia and Singapore with 19 each, Japan with 16, mainland China with 13, Thailand with eight, South Korea with seven, Hong Kong SAR-China with five, Taiwan-China with four, Vietnam with three, and Indonesia with two.
The complete list of ONE Asia 2023 finalists can be viewed here. Winners will be announced online on December 12, 2023.
ONE Asia is part of The One Club’s renowned Global Creative Rankings. ONE Asia awards won by agencies and brands now gain them international recognition, and corresponding points contribute to regional and global network and holding company global rankings totals.
Mumbai: Orient Electric Ltd, part of the diversified $2.8 billion CK Birla Group, has launched its new festive TVC featuring brand ambassador MS Dhoni to showcase and promote its Joylite range of festive lights. The heartwarming TVC stages the iconic cricketer revisiting his old neighborhood, evoking nostalgic memories, and spreading the light of joy and togetherness.
The TV commercial unfolds with an enchanting scene where MS Dhoni stands outside a house in the very society where he once honed his cricketing skills. An inquisitive uncle, unaware of the surprise about to unfold, seeks the reason for Dhoni’s visit. In a moment of pure humility and grace, Dhoni recounts his early days when with his powerful shots, he had unintentionally smashed their house lights on numerous occasions. Just then, another neighbour playfully interjects, asking when Dhoni plans to work his lighting magic on his home as well, to which Dhoni gestures towards the entire community, which is now illuminated with the radiance of Orient Joylite festive lights. He goes on to expresses his gratitude for the neighbourhood that shaped him into the cricketing icon and the person he is today. The TV commercial ends with Dhoni saying “Diwali ki raunak tab chhayegi, jab har ghar se roshni aayegi,” reminding everyone that the true brilliance of Diwali lies in the collective radiance of every home, making it a festival larger than life, where the light of togetherness shines brighter than ever.
The ad film has been done in seven different languages making it relevant to regional audiences.
Orient Electric Ltd chief marketing and customer experience officer Anika Agarwal said, “At Orient, we have always believed in spreading happiness, and we are delighted to present our new festive TVC featuring our longstanding brand ambassador MS Dhoni to promote made-in-India Orient Joylite festive lights. Diwali, the festival of lights, symbolizes the celebration of bonds, the spirit of gratitude, and the essence of togetherness. Our TVC beautifully captures Dhoni illuminating every house in his cherished, old neighborhood with the resplendent glow of Orient Joylite festive lights, echoing the message that the true essence of Diwali is only complete when we illuminate every home and heart. We are elated to present this heartwarming story, and we hope it resonates with everyone across the country, bringing warmth, happiness, and a genuine feeling of togetherness during this special time of the year.”
BBDO India chief creative officer Krishna Mani said, “Diwali is often considered as a season of gifting. What better gift than Mahi setting up the beautiful Orient lights in the society he grew up in. That’s the story of our new campaign. We wanted to tell people that Diwali only feels special when you spread joy and happiness with the ones you love.”
The made-in-India Orient Joylite festive lights are designed to add a touch of radiance and a sense of celebration to any space. The lineup includes Diya curtain, Star curtain, Ball curtain, Crystal LED Toran light, Ganesh Ji and Swastik curtain, Rosary and Pixel lights, and Rope light. The company is also offering bundled Diwali gift boxes containing different combinations of Joylite festive lights through its brand store.
The TVC has gone on air on 15 October and it will be strongly flanked by active engagement through digital touchpoints.
Mumbai: BBDO, the global marketing and communications agency synonymous for its work on many of the world’s most famous brands, hosted an exclusive client event at the Glocal Junction in Worli on 26 September 2023.
The event marked the unveiling of key insights from the latest study on brand purpose in Asia, which was carried out under the agency’s BBDO Voices insights program by BBDO Asia. The study explores the relevance and impact of using brand purpose as an approach to brand positioning and uncovers important by-country nuances that marketers in the region need to navigate to build their brands successfully across markets in the region.
BBDO Voices, now celebrating its 13th year, has provided valuable insights and thought leadership to brand marketers, planners, and creatives in China. This latest study marks the expansion of the program’s coverage to also include other key Asian markets such as South Korea, Japan, Thailand, the Philippines, and India.
Indiantelevision.com on the sidelines of the launch of BBDO Voices, caught up with BBDO Asia COO Hans Lopez Vito, where he gave some vital information about the survey, the need to conduct it and more…
Edited excerpts
On giving an overall brief of the survey and the reason to conduct
The research that we conducted is really all about brand purpose and trying to explore purpose from a purely Asian standpoint, because a lot of the research that’s been done on the topic of brand purpose has been carried out mostly in the context of Europe, UK, North America. Not a lot has been done talking to consumers across Asia about what their attitudes are towards purpose. What we’ve seen here, number one purpose is quite compelling in Asia, more compelling in other markets than in some, especially in the developing parts of Asia where consumers feel they can only look to brands to help on many issues in life, where governments at times are falling short. The only source of allyship that they have, whether it’s about women empowerment, or democratising access to products or environmental sustainability, they look to brands.
On the roadmap of conducting surveys like this
We’ve decided, as an agency early on, that we need to understand consumers and we need to provide a new perspective of understanding our clients. So we decided early on to invest a significant amount of our own resources to research consumers and to get data. A lot of it is wonderful quantitative research, going out there with research partners, suppliers, to survey consumers on online studies, which would supplement of course with a lot of in depth interviews in the different markets.
On expecting any changes of the issues mentioned in the survey
I expect more national brand nationalism in certain countries in Asia. I expect that to grow because we’re living in interesting times where the world order is being revisited. There are emerging economies and emerging countries and cultures that are vying for influence and brands are also therefore an instrument of writing that’s expressed. People become more proud of their national identity and their culture.
