Publicis Groupe’s creative agency BBH India has won a Bronze Lion at the 2025 Cannes Lions International Festival of Creativity for Garnier L’Oréal’s campaign ‘Bassi vs Garnier Men Facewash’. BBH India earned the award in the Social & Creator Lions – Use of Humour category.
The campaign kickstarted as BBH India turned the brand’s biggest sceptic, Anubhav Singh Bassi, into a believer.
“Bassi Vs Men’s Face Wash is an iconic campaign. One that started on social and ended up on broadcast,” said Parikshit Bhattaccharya, CCO, BBH India.
“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.”
According to the campaign, it drove participation and support from over 100 Indian comedians, including Harsh Gujral, and brought a humorous and culturally grounded take on men’s grooming, challenging outdated norms with sharp, everyday relatability. It culminated with Garnier Men’s brand ambassador, John Abraham, washing Bassi’s face in an ad film.
