Staff Reporters
Jun 6, 2019

2019 Cannes contenders: 'India Dega Aashirvad' by The Classic Partnership

This campaign created a way for couples to encourage donations in lieu of rice that would normally be thrown at their upcoming weddings.

2019 Cannes contenders: 'India Dega Aashirvad' by The Classic Partnership
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 

Nominated by:

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. 

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