Cannes Lions Winner ‘Steel of India’ Campaign Faces Sabotage Attempt From Competitor

The Steel of India campaign, created by Kondurkar Studio and Early Man Film, brought honor to the country by earning a Silver and Bronze Lion at the prestigious Cannes Lions 2024. However, the triumph of Kondurkar Studio and Early Man Film was short-lived, as Wieden+Kennedy India (W+K) is attempting to claim credit for the campaign’s creative ideation. Early Man Film submitted the campaign in the ‘film craft’ category, with Kondurkar Studio credited for the creative ideation.

According to the accusations made by W+K’s Indian office, they claim that the campaign closely mirrored their concept. The matter began earlier this year in March, when W+K India approached the Delhi High Court to halt the distribution and publishing of The Steel of India campaign video.

What was W+K India’s Argument?

W+K India contended that the creative rendition closely resembled their original work. While the Delhi High Court did not fully support all of W+K’s claims, the verdict was appealed by W+K. Eventually, the issue was resolved out of court to the satisfaction of both parties. Sources familiar with the situation indicate that the dispute between the parties was primarily commercial, with attempts to establish copyright infringement deemed frivolous.

According to an industry expert, the actions of W+K come as a result of their desperation and insecurities in witnessing an Indian agency’s success on the international stage.

“This is an anti-India sentiment. They are trying to undermine the achievement of Indian creative talent on the global stage at an event like Cannes,” the expert remarked.

Statements from Early Man Film and Kondurkar Studio

In response to the matter, Early Man Film and Kondurkar Studio have maintained their statement and said that they were rightful creative contributors. They also mentioned that the High Court did not acknowledge W+K India as the creative agency behind the concept. According to Early Man Film’s statement, “The sole credits unequivocally rest with Kondurkar Studio and Early Man Film.”

Ayappa KM, the co-founder of Early Man Film, defended their position: “We can only credit the persons or organizations we were associated with during our involvement in the project, which in this case is Kondurkar Studio.” Amrish Kondurkar, founder and creative director of Kondurkar Studio and a former employee of W+K India, disclosed his departure from the agency months before the ad was commissioned. “Based on the brief from our client, we designed a concept that is totally original and commissioned Early Man to work on it,” he clarified.