Melt Update | 21 June | Cannes Lions Day 1: FCB Interface wins Gold Lion in Health & Wellness Category & MORE

Ritwika Gupta, June 21, 2021

In other news, Ogilvy India bags the Black Elephant at Kyoorius Creative Awards 2021.

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Top News:

1. Cannes Lions Day 1: FCB Interface wins Gold Lion in Health & Wellness Category

‘The Punishing Signal’ campaign by FCB Interface for Mumbai Police has won a Gold in the PR subcategory and Silver in Outdoor-Ambient on Day 1 of Cannes Lions 2021.  Lifebuoy’s ‘Hackwashing’ by Lowe Lintas Mumbai has picked a Bronze Lion under OTC Applications (brand experience & activation) sub-category. The same campaign has won another bronze in direct subcategory. As per exchange4media, India has 48 shortlists at the festival this year across categories such as Creative Data, Creative Strategy, Direct, PR, Social and Influencer, Design, Outdoor, Media and Print & Publishing.   

2. Ogilvy Wins Black Elephant at Kyoorius Creative Awards 2021

Kyoorius has announced the winners of the Kyoorius Creative Awards 2021 presented by ZEE. A total of 2783 entries were submitted this year. 301 entries were shortlisted as winners of a Baby Elephant (In-Book winners). Out of these 301 Baby Elephant winners, 114 entries were awarded Blue Elephants across the Advertising and Digital disciplines and 3 entries were awarded Brass Elephants from the Creativity For Good category, presented by ZEE5. Three entries were also awarded Purple Elephants for the ZEE Equality Award presented by Indian Creative Women, and only one entry was awarded the exclusive, highly-coveted Black Elephant. The Black Elephant was awarded to the “#NotJustACadburyAd” campaign for Mondelez India’s Cadbury Celebrations, entered by Ogilvy India. Purple Elephant winners include “Desi Masala” for Swiggy, entered by Swiggy Creative Studio, “Soch Badlein, Baat Badlegi – Cricket” for Swayam, entered by Ogilvy India and“#StopTheBeautyTest” for Hindustan Unilever’s Dove, entered by Ogilvy India. All the winning work can be seen at and

3. Taproot Dentsu Announces Key Leadership Changes

Taproot Dentsu has announced key leadership changes, as reported by The Economic Times. Agnello Dias, co-founder and chief creative officer – Taproot Dentsu, will continue as a consultant for key brands only. His association with Dentsu International ends this month. Santosh Padhi, will continue as co-founder and chief creative officer. Ayesha Ghosh has now been appointed as CEO. She will now be responsible for both Mumbai and Gurgaon offices. Abhinav Kaushik, has been promoted to head – Taproot Dentsu, Gurgaon. Shashank Lanjekar has been elevated to the role of chief strategy officer while Pearl Vas has been promoted to senior vice president, strategic planning, Mumbai. Neeraj Kanitkar and Yogesh Rijhwani have been promoted to executive creative directors.

4. Mondelez International Partners with HUL to launch ‘Cadbury Crackle Tub’

Mondelez International along with Hindustan Unilever (HUL), are expanding their frozen dessert portfolio with the launch of Kwality Wall’s ‘Cadbury Crackle Tub’ that will see the two companies extend their partnership. As per livemint, Mondelez International had announced a partnership with HUL in 2018 to mark Cadbury’s entry into the frozen dessert category, which led to the launch of Oreo Cornetto and Oreo And Cream tub in the country.

5. Gaurav Jain to Head Reckitt India

Reckitt’s business in India will now be headed by Gaurav Jain who will oversee the company’s two business divisions – health and hygiene. Reckitt earlier had separate executives heading the two verticals in India after it reorganized its business into health and hygiene and home products divisions in 2017. Now both health and hygiene will be under Jain’s purview, as per livemint. He will be based out of Gurugram.

6. Tarun Katial & Keertan Adyanthaya Launch Serendipity Media Technology

Tarun Katial, ex-CEO ZEE5 and Keertan Adyanthaya, ex-Head of Content & Communication for The Walt Disney Company APAC in Hong Kong, have come together to launch Serendipity Media Technology, an AI-powered platform that empowers writers, producers and entertainment platforms with relevant and suitable content. As noted by exchange4media, Serendipity aims to transform the way writers create content and how media platforms evaluate and choose relevant scripts for their audience.