Entries Closed

ABOUT YOUNG LIONS

Young Lions is dedicated to helping young talent showcase their creativity on a global platform. National teams of young professionals from the creative and digital industries will have the opportunity to compete against each other and win the prestigious Young Lions title.

Winning the Young Lions Competition is a hugely rewarding experience and can change your career forever. Shortlisted teams will be competing against the most talented young professionals. Winners will be awarded at Cannes Lions Festival of creativity.

It’s more than just a competition it’s an opportunity to compete with the best from around the world.

The Young Lions competition is open to Print and Digital Category.
Showcase your talent and get recognised by the industry’s best.

A call for entry process is followed to invite eligible participants to apply for the competition.

ENTRY PROCESS

Shortlisted teams from each category will be asked to present their work to our jury members.

All the entries received will be put under screening for eligibility and a team of two participants will be selected by an independent Jury appointed in India. The jury’s voting will be based on predefined evaluation parameters.

The winning team will represent India at the Cannes Lions Festival of creativity.

The decision of the Jury in all matters relating to the awarding of prizes will be final and binding.

BRIEF

YOUNG LIONS PRINT

Social media has become the dominant force in shaping beauty and fashion standards, influencing millions of young people worldwide. Social media Platforms have amplified the pressure to conform to curated, filtered, and often unrealistic portrayals of beauty. However, a counterculture is gaining momentum—one that celebrates authenticity, imperfection, and individuality. The shift towards unfiltered self-expression is reflected in global trends, where younger generations increasingly reject airbrushed perfection in favour of raw, real beauty.

According to Nielsen’s Global Trust in Advertising Report (2020), 66% of global consumers prefer brands that embrace authenticity. In India, Gen Z and young millennials are at the forefront of this movement, pushing back against unrealistic standards and seeking fashion that represents who they truly are. Brands that champion individuality stand to gain significant traction in this evolving landscape.

Current Challenges

Social media-driven beauty and fashion ideals create a disconnect between aspiration and reality.
Many brands continue to rely on highly curated, unrealistic imagery in their campaigns.
Consumers are seeking authenticity but struggle to find brands that truly reflect their self-expression.

OBJECTIVE

Create a print campaign that redefines fashion as a tool for authentic self-expression. This campaign should encourage young people to embrace their individuality and celebrate unfiltered, unapologetic style choices.

Target Audience

NCCS: A1, A2, B1
Young adults aged 18-30
Social media enthusiasts who engage with online communities advocating for real beauty
Early adopters of fashion and beauty trends

DELIVERABLES

Create a single print advertisement (A4 or A3) accompanied by a (max) 300 word written submission.
The ad and written submission must be uploaded as a single PDF document.
The entire entry should not exceed the file size of 20MB.

DESIRED RESPONSE

The campaign should resonate deeply with Gen Z and young millennials, sparking conversations around self-love and self-expression.
It should position the brand as an advocate for authenticity, not just another fashion label.
Uplift in purchases from Gen Z and young millennials within the campaign period.
Rise in user-generated content where consumers showcase their own unfiltered fashion choices, tagging the campaign.

WEIGHTAGE

The Print Jury will award points according to the following criteria:

25% Originality
20% Overall Concept and Message
45% Creative Execution
10% Perceived Effectiveness

ELIGIBILITY

Two individuals who are:
- Working as full-time employees in the same organisation.
- Freelancers currently working in the creative communications industry.
- One individual can be a freelancer and one individual can be a full-time employee in an organisation.
Participant must be 30 years or under, born on or after 20th June, 1994.
Participant should hold a valid Indian passport until December 31, 2025 or beyond. It is mandatory for both team members to attach their valid passport while applying for the competition.
The participants will be asked to submit any of the below valid government ID proof consisting of their full date of birth (DD/MM/YYYY) to validate the details entered in the application form:
1. Birth certificate
2. Aadhaar card (With DD/MM/YY)
3. Voting card
4. Driving license
Please keep the documents as mentioned in the email ready for verification purposes.
It is mandatory for both the team members to be present during the final round for the presentation. Absence of any of the team member will lead to disqualification of the entire team from the competition.

PAYMENT TERMS

Entry Fee: ₹6,000/- per application (Plus 18% GST).
A separate entry form and fee must be completed for each additional category and entry.
Payment Mode: NEFT/RTGS/Mobile Banking/UPI only. Cheques, Demand Drafts, or any other payment mode are not accepted.
Individual Payments Only: Bulk or consolidated payments from organisations will not be accepted.
No Discounts or Negotiations: The entry fee is fixed, and no discounts or negotiations will be entertained.
Non-Refundable: The application fee is non-refundable under any circumstances.

BRIEF

YOUNG LIONS DIGITAL

India’s fashion industry is thriving, but fast fashion is wreaking havoc on the environment, contributing to textile waste, pollution, and unethical labour practices. Meanwhile, thrifting and secondhand fashion are gaining traction among urban youth, aligning with the global shift towards sustainability. However, there are still perceptions of secondhand clothing as low quality, unhygienic, or inconvenient, preventing mass adoption.

The pre-loved fashion market in India is projected to grow by 24% annually (Thredup, 2022), driven largely by digital platforms like Relove, Kiabza, and Coutloot. Influencers and young professionals are starting to embrace thrift culture, but a significant push is needed to make it aspirational and mainstream. The opportunity lies in shifting perceptions—positioning secondhand shopping as a stylish, budget-friendly, and eco-conscious alternative, ensuring it appeals to the young, fashion-forward audience.

CHALLENGES

Lack of Awareness: While sustainability is a buzzword, many consumers don’t fully understand the environmental impact of packaging. The campaign should focus on educating audiences in a relatable way.
Convenience vs. Sustainability: Many people believe eco-friendly options are less durable or inconvenient. The campaign should showcase functionality without compromise.
Luxury vs. Sustainability Perception: Premium brands often use heavy, excessive packaging as a sign of luxury. The campaign must redefine “less is more” as the new standard of premium.

OBJECTIVES

Create a digital first campaign that positions secondhand fashion as a desirable, mainstream trend in urban India.
Drive awareness and adoption of pre-loved fashion as a smart, stylish, and sustainable choice.
Shift consumer behaviour away from fast fashion towards conscious consumption, promoting a circular economy.

TARGET AUDIENCE

NCCS: A1, A2, B1
Young Urban Adults (18-30 years) – Fashion-conscious, digital-first consumers.
Budget-Conscious Shoppers – Seeking trendy, affordable alternatives.
Sustainability Advocates – Interested in eco-friendly lifestyle choices.

BUDGET

10 Cr.

DELIVERABLES

A presentation page including examples of 3 digital components (in JPEG format, one JPEG for each component). These components could utilise social media platforms, but also any other digital-led execution.
An image summarising the campaign (in JPEG format).
A four-part written submission (150 words per section).
1. Campaign summary
2. Creative insight – How can creativity help answer the brief using social media platforms and technology?
3. Solution – the platforms, technology and tools used and why?
4. How does it work? How will the digital solution help answer the brief and move the campaign objective/s forwards?
Suggested sizes for each digital component are: 1920 x 1080 at 72 dpi. You may submit different sizes if you wish. No flash or video elements are permitted.
The written submission should be no more than 600 words (150 per section) and the final file must be submitted as one pdf document.
The entire entry should not exceed the file size of 20 MB.

EXAMPLES OF DELIVERABLES

DESIRED RESPONSE

Increase in sales for pre-loved fashion platforms.
Integrate social media challenges, interactive content (polls, AR filters), and e-commerce integrations to make thrift shopping fun and engaging.
Rise in UGC, influencer partnerships, and thrift fashion styling challenges to build an engaged online community around thrift fashion.

WEIGHTAGE

The Digital Jury will award points according to the following criteria:

35% Presentation/Craft
50% Digital Strategy (Creative & Media Strategy)
15% Perceived Effectiveness Functionality

ELIGIBILITY

Two individuals who are:
- Working in creative communications /advertising/ digital agencies.
- Freelancers will be accepted to compete.
- In-house creative teams from client companies will be accepted to compete.
The two members of the team should be working in the same organisation.
Participant must be 30 years or under, born on or after 20th June, 1994.
Participant should hold a valid Indian passport until December 31, 2025 or beyond. It is mandatory for both team members to attach their valid passport while applying for the competition.
The participants will be asked to submit any of the below valid government ID proof consisting of their full date of birth (DD/MM/YYYY) to validate the details entered in the application form:
1. Birth certificate
2. Aadhaar card (With DD/MM/YY)
3. Voting card
4. Driving license
Please keep the documents as mentioned in the email ready for verification purposes.
It is mandatory for both the team members to be present during the final round for the presentation. Absence of any of the team members will lead to disqualification of the entire team from the competition.

PAYMENT TERMS

Entry Fee: ₹6,000/- per application (Plus 18% GST).
A separate entry form and fee must be completed for each additional category and entry.
Payment Mode: NEFT/RTGS/Mobile Banking/UPI only. Cheques, Demand Drafts, or any other payment mode are not accepted.
Individual Payments Only: Bulk or consolidated payments from organisations will not be accepted.
No Discounts or Negotiations: The entry fee is fixed, and no discounts or negotiations will be entertained.
Non-Refundable: The application fee is non-refundable under any circumstances.

CONTACT

For further assistance, please contact us at Canneslions@timesofindia.com