India bags 8 pencils and 10 shortlists at D&AD 2024

Winners of the D&AD Awards for global creative excellence in design and advertising for 2024 have been announced.

Of the four white pencils given out this year for creative work that makes a positive impact, BBDO India has claimed one for its 'See the signs of silent separation' campaign for Ariel in the sustained impact category.

Ariel’s #ShareTheLoad began in 2015, by asking the question “Is laundry only a woman’s job?” Every edition explored different perspectives to bring out cultural truths of gender inequality observed in every home, nudging men to share housework. Each campaign built Ariel’s business and metrics in a highly competitive laundry detergent market, reducing the number of men who think laundry is only a woman’s job drastically. In 2023, the agency shifted their focus to how consequences of not sharing the load could look over time, producing ‘SeeTheSigns of Silent Separation’.

Speaking about the win, Josy Paul, chairperson and CCO, said, “The White Pencil recognizes exceptional projects that use the power of creativity to drive behavioural, environmental, societal or policy change.  #ShareTheLoad is not just an advertising campaign; it’s a silent revolution that’s changing the way Indian society perceives household chores between couples. The impact can be seen on brand and society.”

With 44 total pencils and 52 shortlists, including one future impact pencil and four Yellow Pencils, Ogilvy was named network of the year at the 2024 D&AD Awards.

Ogilvy India contributed to the total metal tally by winning one Wood Pencil and two shortlists. Its 'V1 human network testing network' campaign for Vodafone India earned Wood in the experiential category, while the agency’s work for Coca-Cola India ('The real magic of pujo') and Brook Bond Taj Mahal Tea ('Magic Santoor') received the shortlists, both in the sound design and use of music categories.

While VML New York continued its recent winning streak and was named D&AD’s ‘Advertising agency of the year’, VML India fared well too. The agency won one Yellow and two Woods for its hitherto much awarded, work 'Unplastic India' for Times of India. They also bagged a Wood for the 'Blood Fertilizer' campaign for Unipads and a shortlist each for their work on Exide and Neeman’s.

VML India’s total tally was four pencils and two shortlists.

Leo Burnett received six shortlists this year, half of which came from their work on Lay’s — 'The smart farm' and 'Bio chair'.

The only other work that bagged a Yellow Pencil was for 'Nithya Ranjana' created by Ek Type in the type design & lettering category. Ek Agency won a wood Pencil for its campaign, 'Honk', done for Google.