- A Humorous Take on Men’s Grooming Earns Global Applause in the ‘Use of Humour’ Category
Mumbai, 19 June 2025: Publicis Groupe’s creative agency BBH India has secured a Bronze Lion at the prestigious Cannes Lions International Festival of Creativity 2025 for its standout campaign, ‘Bassi vs Garnier Men Facewash’, created for Garnier L’Oréal. The win comes in the ‘Social & Creator Lions – Use of Humour’ category, recognising the campaign’s wit, originality, and perfect timing.
At the heart of the campaign was a smart twist — turning popular stand-up comedian Anubhav Singh Bassi, a known sceptic of facewashes, into a believer. The campaign took off on social media and quickly gained traction, with over 100 comedians, including Harsh Gujral, lending their voices to the narrative. Together, they sparked conversations around men’s grooming with humour rooted in everyday Indian culture.
The highlight? A hilarious finale where Garnier Men brand ambassador John Abraham literally washes Bassi’s face in a commercial — cleverly referencing Bassi’s own stand-up material about the “cooling” sensation of facewashes. The campaign cleverly challenged age-old grooming notions with fresh storytelling, cultural insight, and a sharp comedic edge.
Parikshit Bhattacharya, Chief Creative Officer, BBH India, shared his thoughts on the win:
“Bassi Vs Men’s Face Wash is an iconic campaign. One that started on social and ended up on broadcast. 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.”
This win marks yet another milestone for BBH India, reinforcing the power of bold, humorous storytelling in shaping meaningful brand conversations.
