Mumbai: Jindal Steel’s success at Cannes Lions 2024 has been overshadowed by controversy as allegations of idea theft cloud its achievements. India’s medal count reached 9 by Day 2 of the festival, including 1 Gold, 2 Silver, and 6 Bronze Lions. Notably, two Lions were awarded to Jindal Steel for its campaign ‘The Steel of India,’ recognized in the Film Craft category with a Silver and a Bronze Lion from Earlyman Film.
Kondurkar Studios was credited with the campaign’s creative ideation, but the campaign’s origin came under scrutiny. Wieden + Kennedy India had initially developed the campaign titled ‘Steel of India,’ including its script, narrative flow, and montage video elements. They alleged copyright infringement and breach of service agreement when Jindal Steel launched a similar campaign in March 2024.
The Delhi high court intervened, acknowledging Wieden + Kennedy India as the campaign’s creators and ruled that Jindal Steel’s version prima facie appeared to be based substantially on their original theme. An out-of-court settlement affirmed Wieden + Kennedy India’s rights, despite industry norms where copyright typically transfers to the client upon payment.
Responding to these developments, Wieden + Kennedy India said, “While copyright legally transfers upon payment, the agency remains the ideal creator. The production house cannot unilaterally determine the origin of the idea once the court and client have decided.”
This situation has cast a shadow over Jindal Steel’s Cannes Lions wins, highlighting ongoing debates within the advertising industry regarding intellectual property and creative ownership.
