47 trophies: How India cracked the code at the Cannes Ad fest 2022

With five Grand Prixs among the 47, Indian agencies had their best outing ever at the week-long Cannes Ad fest 2022. Experts point to a healthy mix of tech and creativity that worked for the winners

An ad campaign that gave a virtual tour of the British Museum’s treasure troves was at the heart of India’s historic haul at the just concluded Oscars of advertising. Aptly, the campaign conceived by Dentsu Creative India married technology with creativity — two critical elements that, experts say, have worked as a charm for winners from the country this year.

At the Cannes Lions International Festival of Creativity 2022 (June 20-24), the campaign titled “The Unfiltered History Tour” alone won 12 awards, including three Grands Prix, a titanium lion, a gold, four silvers and three bronze lions. And with 47