Cannes Lions 2025: BBDO’s SDG shortlist lifts India’s final tally to 85

BBDO was the sole Indian agency to secure a shortlist on the third day of the Cannes Lions International Festival of Creativity. The Omnicom-owned ad agency was recognised in the Sustainable Development Goals category for its enduring Share The Load campaign, developed for P&G’s Ariel detergent brand.

The inclusion takes India’s final tally at this year’s festival to 85, a notable rise from the 57 shortlists it garnered in 2024.

Launched a decade ago, Share The Load seeks to challenge entrenched gender roles within Indian households by advocating for a fair division of domestic labour. Among the campaign’s most affecting entries was Silent Separation, a 2023 film that quietly captured the breakdown of an elderly couple’s marriage, eroded over years by the husband’s reluctance to contribute to household chores.