BBH India has bagged a Bronze Lion at the Cannes Lions International Festival of Creativity 2025 for its campaign ‘Bassi vs Garnier Men Facewash’ for Garnier L’Oréal. The win comes in the ‘Social & Influencer Lions – Use of Humour’ category and marks another global recognition for the agency’s creator-driven storytelling approach.
The campaign flipped scepticism into advocacy by casting stand-up comedian Anubhav Singh Bassi—known for his punchlines mocking men’s grooming products—as the centrepiece. What began as satire turned into a brand endorsement, culminating in a widely shared ad film where Garnier Men ambassador John Abraham quite literally washed Bassi’s face on screen.
Backed by over 100 Indian comedians including Harsh Gujral, the campaign was praised for its culturally grounded humour and everyday relatability. By blending creator credibility with a tongue-in-cheek narrative, BBH India challenged entrenched stereotypes around men’s skincare and made space for more honest, humorous conversations in the category.
The win underlines BBH India’s strength in tapping into digital subcultures and using wit to drive engagement across platforms.
Parikshit Bhattaccharya, CCO, BBH India, said, “Bassi Vs Men’s Face Wash is an iconic campaign. One that started on social and ended up on broadcast. With all the attention the work has already garnered for the brand, a Cannes Lions metal is a great cherry on top. We couldn’t be happier for the teams at BBH and Garnier.”
