Delhi, India – 11 June 2026: When Kellogg’s needed to introduce noodles as a food category to consumers in Ivory Coast, they turned to an independent studio in India. That campaign is now a Cannes Lions 2026 entry. Developed by Dream Slate Pictures, the independent creative agency, production house, and AI-powered content studio led by acclaimed Film Director and Producer Kushaal Chawla, the campaign has been submitted in the Creative Commerce category. It transformed consumer behaviour in Ivory Coast, helped establish an entirely new noodle category in the market, and delivered 3 times increase in sales and commercial growth for the brand.
Developed for Kellogg’s through its regional partner Kellogg’s (Mplify IVC) the campaign was tasked with creating an entirely new noodle category in Ivory Coast, where noodles had little cultural relevance and were often perceived as pasta. Combining television, digital, influencer activations, retail engagement, roadshows, and AI-powered content production, the campaign helped establish noodles as a distinct and tasty meal option for consumers across the market.
The campaign delivered significant business impact, recording a threefold increase in sales within months of launch. According to an independent Usage & Attitude study conducted by PKM Africa Services Ltd., the percentage of consumers preparing noodles incorrectly declined from 67% in 2024 to just 2% by November 2025. Additionally, 40% of current noodle consumers entered the category during the campaign period, while brand loyalty reached 96.8%.
Commenting on the submission, Kushaal Chawla, Executive Director, Dream Slate Pictures, said, “When Kellogg’s gave us a brief to create a food category from scratch in the Ivory Coast, most people would have called it impossible. We called it an opportunity. We went in with a simple human idea, the power of AI, and the belief that great creative thinking knows no borders. The result was a movement that tripled sales, emptied shelves, and made children across West Africa repeat our campaign line like it was their own. That is what AI-powered creativity looks like when it is done right. It is not the future of advertising. It is the present. Dream Slate Pictures was built for this moment. Operating from India and working across the world, we are producing content that competes with the biggest agencies on earth. This Cannes Lions entry is not a milestone. It is a declaration. The next generation of creative agency is here. It is AI-powered. And it is Indian.”
Aashish Rastogi, Director General, Kellogg’s, (Mplify IVC) added, “Launching a new category isn’t just about standing out, it’s about creating something that lives in people’s hearts. We wanted to tell a story that children would instantly connect with, and that parents would feel good about bringing into their homes. By blending a simple, relatable narrative with a warm, memorable song, we created more than an advertisement; we created a moment families could share. The joy, excitement, and instant recall (3 minutes, 3 Etapes ☺) we see in children today is the true measure of our success. When they sing along, smile, and carry that feeling with them, it reflects exactly what we set out to deliver: something quick, comforting, and deeply memorable… just like the product itself. The promise of quick, easy comfort food found its voice, and its home.”
Over the last 4 decades, Dream Slate Pictures has built a diverse body of work across advertising, branded content, feature films, TV shows, TVCs, and AI-powered filmmaking for leading brands and institutions in India and internationally. Among its notable milestones is Another Time, an award-winning Hollywood film now streaming on Amazon Prime Video across the US, UK, and Germany, reflecting the studio’s ability to operate across both Hollywood and Indian storytelling landscapes. The studio is also developing a feature biopic on Dr. Kiran Bedi, India’s first woman IPS officer, written and to be directed by Kushaal Chawla. Alongside its film projects, Dream Slate Pictures has delivered advertising and branded content campaigns for globally recognised brands and institutions, including LG Electronics, Kellogg’s, UNESCO, HP, Nando’s, BGMI/Krafton, and Spotify. The Cannes Lions 2026 submission marks another milestone in the company’s growth, underscoring its continued focus on combining storytelling, innovation, and AI-powered creativity to deliver impactful work for audiences and brands across global markets.
About Kushaal Chawla
Kushaal Chawla is an award-winning director, producer, and Executive Director of Dream Slate Pictures. He has led campaigns for brands including Kellogg’s, LG Electronics, UNESCO, HP, Nando’s, Spotify, Mamaearth, Krafton/BGMI, and the Government of India. Through his work at the intersection of storytelling, technology, and AI-powered production, he has emerged as part of a new generation of Indian creative leaders delivering campaigns for both domestic and international markets. He has also written and directed the award-winning Hollywood Film “Another Time” that is now streaming on Amazon Prime Video in the U.S., U.K., and Germany. As a Director, his reality TV show “Power Woman” is airing on Zee World Africa. He has currently written and will be directing the upcoming Biopic Feature Film on the life of Dr. Kiran Bedi (India’s 1st woman IPS officer).
About Dream Slate Pictures
Dream Slate Pictures is an award-winning creative agency, production house, and AI-powered content studio led by Kushaal Chawla and Gaurav Chawla. Combining traditional tentpole production expertise of around 4 decades with next-generation AI-powered filmmaking capabilities, the company operates across feature films, TV shows, advertising, branded content, television commercials, digital content, AI films, and original intellectual properties. Its client portfolio includes Kellogg’s, LG Electronics, UNESCO, HP, Nando’s, Spotify, Zee, ABP News, and the Government of India, among others.
