Mumbai: McCann Worldgroup India emerged as a standout performer at the prestigious D\&AD Awards 2025, securing four coveted Pencils and three shortlist mentions across two impactful campaigns Fit My Feet and Dabba Savings Account.
Leading the charge was the agency’s “Fit My Feet” campaign for Buckaroo Footwear, which garnered a Graphite Pencil for Best Impact in the Design category and two Wood Pencils in Health & Wellbeing under Innovation and Product Design. The campaign was also shortlisted in Inclusive Product Design, underlining its deep commitment to inclusive and purpose-driven innovation.
Addressing the often-ignored needs of individuals born with clubfoot—a condition impacting thousands of Indian children—the initiative introduced affordable, custom footwear kits co-developed with orthopaedic experts and footwear designers. Empowering over 4,500 local cobblers with simple tools and step-by-step guides, the campaign enabled the distribution of more than 228,000 pairs of made-to-measure flip-flops, transforming lives by restoring mobility and dignity.
McCann’s “Dabba Savings Account” campaign for ESAF Small Finance Bank also earned acclaim, winning a Wood Pencil in the Cultural Experience category under Commerce. It received shortlist honors in B2C Activation under Experiential: Activation & Participation and in Inclusive under Best Commerce. Drawing inspiration from the everyday Indian steel dabba, the campaign introduced a discreet savings compartment, encouraging rural women to cultivate financial independence. The initiative led to the opening of over 120,000 new bank accounts—all without deploying traditional media.
Prasoon Joshi, Chief Creative Officer, McCann Worldgroup India & Chairman APAC, remarked:
“D\&AD doesn’t just celebrate creativity, they honor ideas that are conceptually strong and meaningful in impact. This recognition reaffirms that when ideas are rooted in authenticity and purpose, they can drive real change for under-served communities. I am proud to work alongside teams whose passion turns vision into impact.”
First established in 1962 by British Design & Art Direction, the D\&AD Awards are among the most respected global honors in design, advertising, and communication. The coveted Pencil trophies are widely seen as the gold standard of creative excellence.
