‘The Steel of India’ recently garnered a Silver and Bronze Lion at the prestigious Cannes Lions 2024, reflecting a significant achievement for Indian creativity. Conceptualized and executed by Kondurkar Studio and Early Man Film, this victory has been overshadowed by controversy as Wieden+Kennedy India (W+K), a foreign agency, claims credit for the campaign’s creative ideation.
The dispute arose when W+K India alleged that the campaign closely resembled their original concept . Despite the Delhi High Court’s initial hesitation to fully endorse W+K’s claims, and the subsequent out-of-court settlement, W+K has persisted in their narrative.
It appears that the success of Indian companies Kondurkar Studio and Early Man Film at Cannes did not sit well with Wieden+Kennedy. Reports suggest that their CEO, of foreign origin, attempted to sabotage this success by first writing to Cannes and then influencing certain media outlets. This act, seen as shameful by many, casts a shadow over what should be a moment of great pride for India, as Indian companies were prominently featured in Cannes’ award list.
We have examined the court order of the single judge, which is being widely quoted, and find it presents a limited narrative. The judge clearly stated he would not delve into the merits of the copyright infringement claim, suggesting arbitration as the proper course. Later, both parties reached a settlement, leading W+K to withdraw their appeal, rendering the initial order ineffective and without value.
The announcement of the award, won by an Indian company, seems to have agitated W+K, a foreign company, leading them to malign the reputation of our country. This controversy underscores the challenges faced by Indian companies in gaining due recognition on the global stage, often hindered by foreign entities with vested interests.
This controversy highlights the ongoing struggle for Indian creative talent to gain respect and recognition. While Steel of India campaign should be celebrated for its excellence, the actions of W+K reflect an unfortunate attempt to undermine Indian success. It is imperative for the global community to recognize and respect the contributions of Indian companies, celebrating their achievements without bias.
