#CannesDo: Indian creative work at par with global gold standards, say experts

Cannes Lions Festival of Creativity 2019 commences today and will feature five days of inspirational talks, workshops, events and the presentation of Lions to the world's best creative works. Since its first outing in 1954, the Cannes Lions International Festival of Creativity has been bringing the creative communications industry together every year at its one-of-a-kind event in Cannes to learn, network and celebrate. 

After winning 21 awards, including two Grand Prix last year, Indian creative houses are looking to put up an even stronger show at Cannes Lions Festival of Creativity 2019. In the last one year, creative work from India has been applauded and awarded at several international awards platforms such as London International Awards, Clio Awards, The One Show, Emvies and AdFest, competing with creative work by global agencies. 

Some of the agencies that have left an indelible mark include, FCB India, Open Strategy & Design Mumbai, TBWA/India, WATConsult Mumbai, Cheil Worldwide India Gurugram, Isobar India, Medulla Communications, Wunderman Thompson (erstwhile JWT), Moving Image Craft, BBDO India, The Womb, Taproot Dentsu, Grey India, Earlyman Film, Grey India, and McCann Worldwide, among others. 

Creative work by these agencies is at par with gold standards set by international creative shops and Indian creative heads have opted for the quality over quantity route in their approach to advertising festivals. Although the number of entries submitted in award shows has seen a decline both in India and globally, the quality of work has seen a significant mark up. 

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Speaking on India’s prospect at Cannes Lions this year, Josy Paul, Chairman & CCO, BBDO India, remarked, “India has some interesting work going to Cannes Lions. For example: ‘Blink. And they are gone’. This piece by Senthil for JWT is going to do well at Cannes. Ogilvy’s work with ‘WaterProof Sarees’ for Hamam is also doing well. So, it’s going to be an interesting year for India. I am sure there are many more crouching Indian tigers out there that can make the winning leap.” 

He further asserted that with multiple Grand Prix and Golds at Cannes in the last few years, Indian agencies have shown that the country’s work is among the best of the best. 

Echoing similar sentiments, Russell Barrett, Managing Partner & Chief Creative Officer, BBH India, said, “The ideas coming from India have always been world class. But in the past, we’ve suffered from execution and packaging of those ideas. I believe that has definitely changed over the last few years. The kind of finish and execution that I am seeing today is comparable to the best in the business anywhere in the world. I think the thing that’s changed is the rest of the world has come to expect world class ideas from us and that is thanks to all the great work already produced. I’ve seen some extremely compelling ideas, brilliantly crafted come out this year and I’m quite hopeful that this year will see quite a few winners spread across quite a few agencies.”