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Cannes Lions 2022: India is the new LatAm when it comes to award shows - Mukund Olety

India has had its best year ever at Cannes Lions 2022, with a rich haul of 47 metals that included 5 Grand Prix, 8 Gold, 18 Silver, 14 Bronze and 2 Titanium Lions.

VMLY&R India put up a strong show at Cannes Lions this year, winning 1 Grand Prix, 1 Gold, 4 Silver and 1 Bronze Lion, from a total of 15 Shortlisted entries. VMLY&R India secured India’s first Grand Prix at Cannes Lions 2022 on Day 1 itself for its work titled ‘The Killer Pack’, done for mosquito repellent brand Maxx Flash, in the Health & Wellness Lions (OTC Products/ Devices sub-category). The Killer Pack is a 100% bio-degradable pack, which is coated with Probiotic Bacillus Thuringiensis (Sereotype H14), and which when disposed off in garbage dumps, dustbins, stagnant water, etc., acts against mosquito larvae.

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In an email interaction with Adgully, Mukund Olety, Chief Creative Officer, VMLY&R India, celebrates India’s wins at Cannes Lions 2022 and how the country is turning into a creative powerhouse.

How has your entire experience of winning at Cannes Lions 2022 been? Were you expecting the wins?

You always go to Cannes hoping for wins, but it’s very hard to predict. It’s the cream of our industry and it’s an honour to even be considered, let alone to win. This year, there were so many incredible pieces of work from around the world, and it’s inspiring and heartening to see so much impactful work being recognised. We’re thrilled to be counted amongst those recognitions and wins!

India has had its best year ever at Cannes Lions this year? What are your observations on the creative work from India? Is the world finally warming up to the creative talent in India?

India is the new LatAm when it comes to award shows! It is turning into a creative powerhouse. And I am happy it’s not just one agency. There are diverse pieces of work from multiple agencies that are performing well. We are picking up Titanium Lions, Glass Lions, Grand Prix. That points towards where we are heading and what’s more to come. Seeing an Indian agency being recognised as The Agency of the Year was a moment of pride for all of us. VMLY&R itself has different pieces of work being celebrated across categories. This is a great start for us and a great momentum for India.

How can India keep up this winning momentum? Do you think campaigns are becoming more about social responsibility, empathy and soft sell rather than carefully crafted brand push?

As consumers become more value driven, brands need to as well, and it’s showing in the openness with which our clients work with us on larger challenges. Today’s business challenges are ones where brands need to connect on a deeper level with consumers and have a shared set of values, rather than simply selling products. We have the power to influence so many and it’s great to see that impact and purpose-driven work is making a mark. India is just getting started when it comes to being recognised on the world stage. This was our year at Cannes, and it was great to see so many agencies awarded from around the country. With the same dedication to craft and cause I think we can continue to push the envelope for more success!

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