The ‘Steel of India’ campaign, which clinched Silver and Bronze Lions at Cannes Lions 2024, celebrated Indian creativity and innovation. Developed by Kondurkar Studio and Early Man Film, this achievement was overshadowed by controversy involving foreign agency Wieden+Kennedy (W+K).
W+K’s Indian office alleged significant similarities between the campaign and their own concept, leading to a legal dispute initially unresolved by the Delhi High Court. Despite an out-of-court settlement, W+K persisted with claims of ownership, challenging the legitimacy of the Indian creators’ success.
Reports suggest that W+K’s foreign CEO attempted to discredit the Cannes accolades by contacting organizers and influencing media coverage—a move widely condemned as undermining India’s proud moment on the global stage.
The court’s decision to suggest arbitration rather than addressing copyright infringement directly highlighted the complex nature of the dispute. Despite W+K withdrawing their appeal following the settlement, the incident has raised concerns about fair recognition for Indian creativity.
The ‘Steel of India’ campaign’s recognition at Cannes underscored its excellence, yet W+K’s actions underscore ongoing challenges faced by Indian creatives seeking global acclaim. This controversy calls for greater acknowledgment and respect for Indian contributions in the global creative landscape, free from external interference.