Cannes Lions 2025: BBDO India bags Silver for Ariel’s #ShareTheLoad in SDG

On the final day of the Cannes Lions International Festival of Creativity 2025, India continued its strong run with a Silver in the Sustainable Development Goals category. The win came for Ariel’s #ShareTheLoad (10 Years) campaign, conceptualised and executed by BBDO India.

The festival has announced the Silver and Bronze winners in the Sustainable Development Goals, Dan Wieden Titanium, Glass: The Lion for Change, Film, and Grand Prix for Good categories.

The Sustainable Development Goals Lions honour creative ideas and initiatives that aim to drive positive social or environmental change. Ariel’s long-running campaign, which began in 2015, has consistently challenged deep-rooted gender norms within Indian households. By spotlighting the unequal division of domestic responsibilities and urging viewers to reflect, the campaign has helped spark important conversations around shared responsibilities at home.

With this win, India’s metal tally at Cannes Lions 2025 stands at 32, comprising 1 Grand Prix, 9 Gold, 9 Silver, and 13 Bronze Lions. Indian agencies delivered a strong performance this year, exceeding the country’s tally of 18 awards at Cannes Lions 2024.