When you create work, you should not think of accolades: Sukesh Nayak

It has been the best year ever at Cannes Lions for India this year. Adding to India’s metals glory is Ogilvy India. The agency took home a total of 6 Lions – 1 Titanium, 2 Golds, 2 Silvers and 1 Bronze.

The star campaign for Ogilvy India at Cannes Lions 2022 has been Mondelez India’s ‘Shah Rukh Khan My Ad’ campaign. On the concluding day of the international advertising festival, Ogilvy India won a Titanium Lion for this campaign.

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This work has also won a Gold Lion in the Creative Data category, as well as a Gold Lion in the Direct category, and a Bronze Lion in the Direct category. Additionally, the same campaign also won a Silver Lion in the Tech-led Brand Experiences category for Cadbury Celebrations.

In an email interaction with Adgully, Sukesh Nayak, Chief Creative Officer, Ogilvy India, speaks about winning at Cannes Lions 2022, the joy of seeing work from India being celebrated at the world stage, and more.

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

The experience was great. Winning a Titanium is an incredible feeling. We are happy that one of the most talked about campaigns from India that the masses love and know of has also found love from various Jury members at Cannes. So, very grateful for that.

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?

It’s been just wonderful to see the work from India being celebrated at the world stage. India always created its own body of unique great work, this time, it was great to see the same being recognised and celebrated by the world. I am sure this will help inspire many other agencies in India to do even better.

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?

When you create work, you should not think of accolades. We must first think of how will it help the brand first. And is it imaginative enough for people to stop and enjoy. Social responsibility, empathy, humour, witty – we had all kinds of work from Ogilvy at Cannes this year being shortlisted for awards. Some convert and some don’t, that’s part of an award show, but we are very proud of all the work we sent, because not only were they cutting edge creative work, they all also did wonders for the brand in the market.