New Delhi: Dream Slate Pictures, an independent creative agency, production house and AI-powered content studio, has entered Cannes Lions 2026 with its campaign for Kellogg’s Nouilles Ivory Coast in the Creative Commerce category, following a project that sought to introduce noodles as a new food category to consumers in Ivory Coast.
Led by filmmaker and producer Kushaal Chawla, the campaign was developed for Kellogg’s through its regional partner Kellogg’s (Mplify IVC) and aimed to address a market where noodles had limited cultural familiarity and were often perceived as pasta.
The campaign combined television, digital, influencer activations, retail engagement, roadshows, and AI-powered content production to position noodles as a distinct and accessible meal option for consumers across the region.
According to the company, the campaign contributed to a threefold increase in sales within months of launch. An independent Usage & Attitude study conducted by PKM Africa Services Ltd. also found that consumers preparing noodles incorrectly reduced from 67% in 2024 to 2% by November 2025. Additionally, 40% of current noodle consumers reportedly entered the category during the campaign period, while brand loyalty reached 96.8%.
Commenting on the submission, Kushaal Chawla, Executive Director, Dream Slate Pictures, said, “When Kellogg’s gave us a brief to create a food category from scratch in the Ivory Coast, most people would have called it impossible. We called it an opportunity. We went in with a simple human idea, the power of AI, and the belief that great creative thinking knows no borders. The result was a movement that tripled sales, emptied shelves, and made children across West Africa repeat our campaign line like it was their own. That is what AI-powered creativity looks like when it is done right. It is not the future of advertising. It is the present. Dream Slate Pictures was built for this moment. Operating from India and working across the world, we are producing content that competes with the biggest agencies on earth. This Cannes Lions entry is not a milestone. It is a declaration. The next generation of creative agency is here. It is AI-powered. And it is Indian.”
Aashish Rastogi, Director General, Kellogg’s (Mplify IVC), added, “Launching a new category isn’t just about standing out, it’s about creating something that lives in people’s hearts. We wanted to tell a story that children would instantly connect with, and that parents would feel good about bringing into their homes. By blending a simple, relatable narrative with a warm, memorable song, we created more than an advertisement; we created a moment families could share. The joy, excitement, and instant recall (3 minutes, 3 Etapes ☺) we see in children today is the true measure of our success. When they sing along, smile, and carry that feeling with them, it reflects exactly what we set out to deliver: something quick, comforting, and deeply memorable… just like the product itself. The promise of quick, easy comfort food found its voice, and its home.”
Dream Slate Pictures said the campaign reflects its broader approach of combining storytelling, AI-powered production, and market-specific insights to create business outcomes across geographies.
Over four decades, the studio has developed work across advertising, branded content, feature films, television, and AI-led filmmaking for brands and institutions across India and international markets. Its portfolio includes collaborations with brands and organisations such as LG Electronics, Kellogg’s, UNESCO, HP, Nando’s, BGMI/Krafton, and Spotify.
The company is also developing a feature biopic on India’s first woman IPS officer, Dr. Kiran Bedi, written and directed by Kushaal Chawla.
The Cannes Lions 2026 submission marks another milestone in Dream Slate Pictures’ expansion into global creative and content markets, with continued focus on integrating storytelling, innovation, and AI-driven creativity.
