Meet The Interns Who Won a Cannes Lions
It's not every day that interns get to grace the Cannes Croisette, let alone take home a Gold Lion. But the story of Miami Ad School students Rag Brahmbhatt and Nidhi Shah is anything but typical. This duo first joined forces just nine months ago through their school and had only been interning with Serviceplan Hamburg for two days before they were handed the now-famous brief.
“We’re still waking up in disbelief and pinching ourselves that this has all happened,” says Nidhi, reflecting on their 2024 Gold Lion win for the German laxative brand, Sandoz. Their four-part radio campaign charmed the jury with its simple comedic execution, standout voiceover talent, and delightfully unfiltered poop euphemisms, highlighting the enduring power of good old-fashioned humour.
Despite their record-breaking win, advertising wasn't an obvious career choice for either Nidhi or Rag. Nidhi once aspired to be an astronaut, while Rag studied computer engineering. Their parents preferred traditional career paths, making it difficult for them to pursue their creative passions. “Our parents were so opposed to us doing anything creative that it actually pushed us in the opposite direction,” says Nidhi. “But pursuing a career in advertising in India isn’t as common as you might think.”
Nidhi's journey took her from a science degree to English Literature, a natural extension of her love for reading and drawing. She eventually became the editor of Lutalica, an online magazine, and hosted live poetry events. It was at one of these events where she met Rag, who had been invited as a comedian to lighten the mood. That was six years ago, when Rag was writing jokes and performing stand-up instead of coding.
In Gujarat, a dry and alcohol-free state on India's west coast, creative and cultural events were scarce. Both Nidhi and Rag sought out their creative community. “I was constantly looking for events to attend,” says Rag. “Which is why I started stand-up. I’d talk directly to venues and organisers to get things going, and it seemed Nidhi was doing the same. What we were doing wasn’t that common, but there was an appetite for it. People were just waiting for someone to take the initiative.”
Their shared drive and determination bonded them. When Rag lamented his career opportunities, Nidhi suggested advertising. “This industry is full of misfits,” says Rag. “It’s got people from all backgrounds working together, and from the get-go, it felt like the right place for me.”
Nidhi had already taken up copywriting on a friend's recommendation. She spent six years as a copywriter in India before heading to Miami Ad School. Her time at CLIQ – a small design studio in Mumbai – was particularly formative. She quickly rose from senior copywriter to creative lead and worked on memorable campaigns like ‘Cards for a Cause,’ a pro-bono project inspired by a game she played with her niece during the pandemic. The campaign, featuring a deck of 55 cards designed by Indian illustrators, raised funds for COVID-19 relief and was featured in various press outlets including VICE and Harper's Bazaar.
“It was my first glimpse into using advertising for good,” says Nidhi. “And it made me realise the power of collaboration to put an idea out into the world, even if it did originate in my bedroom. The project gave me a lot of hope and improved my self-confidence. I was the one pushing it out, running the website, sticking on the delivery labels, and shipping it out to people. Rag even contributed creatively to the cards.”
Rag was also working in the industry during the pandemic, stationed as a copy supervisor at Ogilvy Mumbai, working with global clients on small-budget projects.
Two years ago, the duo moved to Miami Ad School’s Berlin branch. Now in their final quarter and set to graduate in September, their journey into the industry has been optimistic and revealing, providing insight into the international sphere.
“Going to Miami Ad School felt like such a distant dream,” says Nidhi. “As someone coming from India, it's very expensive. It wasn’t until Rag appeared in my life and made me think that we could go together. It’s not something I would have done on my own.”
Aware that studying and taking internships in Europe meant starting from scratch, they agreed to take the leap for their futures. It was a teacher at Miami Ad School who initially put them together, and their creative partnership stuck. The school’s emphasis on learning both art direction and copywriting appealed to them, allowing them to ideate and create together from start to finish.
“I trust Nidhi’s art direction skills more than my own, and she trusts me more with copy,” says Rag. “But mainly it’s the creative feedback that we can give each other that’s invaluable. And working as a team really does make our creation time more efficient.”
Nidhi agrees, adding that their shared culture and references provide an easy shorthand between them. Their international internships, including stints at LePub in Milan and Serviceplan Hamburg, gave them the chance to work on prestigious accounts like Heineken, Toblerone, and Netflix.
At Serviceplan, they began with the same vigour they operate in today, responding to the Sandoz brief just two days into their internship. Under the guidance of Serviceplan's global head of arts Michael Wilk and CCO Till Diestel, they recorded a draft in a matter of hours.
“There’s a general sense of embarrassment and awkwardness associated with the [laxative] brand,” says Nidhi. “So they were really open to doing something different. We’ve never done work for radio before, but actually that helped with keeping our perspective fresh.”
