MUMBAI, INDIA – McCann Worldgroup India continues to prove that creativity fueled by empathy can truly move the world. At this year’s One Show Awards, the agency clinched an impressive haul: one Silver, one Bronze, and five Merit Awards, all for campaigns grounded in purpose, innovation, and impact.
The heart-driven “Fit My Feet” campaign for Buckaroo Footwear walked away with a Silver in IP & Product Design, a Bronze in Health & Wellness, and four Merit Awards across various categories. The initiative offered more than just a design solution but provided a lifeline to children across India. Developed for individuals born with clubfoot, a condition that affects thousands of Indian children each year, “Fit My Feet” introduced an affordable, adaptable footwear system. Rolled out in early 2024, the campaign not only changed lives but also created a grassroots distribution network of over 4,500 local cobblers, resulting in more than 228,000 pairs of custom footwear reaching those in need.
Also earning industry praise was McCann’s campaign for ESAF Small Finance Bank: “Dabba Savings Account,” which snagged a Merit Award in Direct Marketing. By turning the ubiquitous Indian dabba lunchbox into a hidden savings tool, the campaign empowered rural women to take their financial futures into their own hands. Without a single traditional media ad, the initiative helped open over 120,000 new bank accounts.
Prasoon Joshi, Chairman, McCann Worldgroup, Asia Pacific and CEO & CCO, McCann Worldgroup, India, “It’s deeply fulfilling to work on ideas grounded in empathy and everyday realities that resonate on a global stage. These campaigns are a reminder that creativity, when driven by purpose, can become a genuine force for change—whether it’s improving mobility for those with clubfoot or enabling rural women through financial empowerment. I’m grateful to the jury for this recognition, which I accept on behalf of my entire team committed to making ideas matter.”
