How Shubhranshu Singh’s Role at Effie LIONS Could Transform Marketing and Innovation in the CV Industry

At Cannes Lions 2025, the world’s top creative leaders are gathering. They’re not just celebrating ads; they're shaping how marketing educates, influences, and evolves industries. One of the key events this year is the meeting of the Effie LIONS Foundation, a joint non-profit set up by Effie Worldwide and Cannes Lions.

This foundation focuses on one goal: making marketing smarter, more inclusive, and more effective. And for the first time, India and the commercial vehicle industry are at the center of it.

Blending Creativity and Effectiveness

Shubhranshu Singh, Global CMO at Tata Motors Commercial Vehicles, is on the Effie LIONS Foundation’s inaugural board. He’s the only representative from Asia-Pacific.

In an interview with exchange4media, he explained how this new board blends two strong marketing philosophies: Effectiveness (Effie) and creativity (Cannes Lions). Together, they guide marketing’s future.

The board has a tenure for three years.. One board meeting happens at Cannes Lions. The second rotates between London and New York.

India’s Moment on the Global Stage

India has long stood out at Cannes for its creativity, but Shubhranshu Singh’s appointment pushes the country into a strategic position. He believes India’s strength lies in its blend of tradition and technology. Our mythology gives meaning, our devices give reach, and our creators give voice. Together, that builds global potential.

He wants to use his position to bring more South Asian marketers into international rooms. 

Why Should Commercial Vehicles Care?

Marketing often seems distant from trucks. However, more intelligent marketing has a direct impact on the design, sales, and support of trucks. Here's how that matters:

Awareness Drives Innovation: Marketing educates buyers. Educated buyers ask better questions. They demand better features. They don’t settle. Their demand forces manufacturers to improve not just ads but products.

Better Buyers Mean Tougher Competition: If buyers know more, brands must offer more in powertrains, in safety, and in service. Smarter buyers push the entire commercial vehicle industry to evolve.

Knowledge Leads to Better Trucks: The more customers learn, the more they expect. That expectation becomes a reason to innovate. From design to delivery, trucks improve when buyers ask more.

Conclusion

Shubhranshu Singh’s appointment to the Effie LIONS Foundation board marks a significant step for India and the global commercial vehicle industry. His presence brings industry-specific insights to a global platform focused on marketing effectiveness and inclusion. As marketing becomes more data-driven and consumer-focused, this development is expected to influence how commercial vehicles are marketed, sold, and improved, ultimately leading to better-informed buyers and more competitive products.

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