Cannes Lions 2025 Contenders: TBWA India

TBWA India highlights their top contender for next week’s Cannes Lions Festival of Creativity.

Brand: Air India Express
Campaign Name: The Inglish Dictionary
Categories Entered In: Social Behaviour, Culture Engagement, Publication & Editorial Design, Art Direction

Air India Express is an airline that encourages its guests to Fly As You Are—a call to be your authentic, smart, and playful self on an airline that offers the most genuine young Indian experience. The challenge was to begin embedding this idea into culture.

Solution : India is the second-largest English-speaking country in the world—but our English is uniquely our own, spiced up with vivid, colourful expressions. While often frowned upon by the grammar police, this version of English reflects our culture and creativity. With The Inglish Dictionary, Juice\TBWA India set out to legitimize and celebrate Indian English by giving these quirky, one-of-a-kind words a forever home. The Inglish Dictionary was launched on April 6th and quickly gained traction—trending on X, reaching over 2.7 million people online, and generating more than 25.4K engagements within the first week.