|We asked creative leaders from across the region choose the work they expect (or hope) to see winning at Cannes Lions this year. See all this year's Cannes contenders.|
Contender: India Dega Aashirvad
Agency: The Classic Partnership
Client: India Gate
Joe Carter, communications director, Colenso BBDO:
There are brands that are a part of culture. Then there are brands that change culture. India Gate is one of them with this modern take on a wedding tradition. Wrapping their brand around a cultural moment is smart. Doing it to save the world, one rice pack at a time, is genius.