Can(nes) we give our best in 2013?

17 Jun,2013


By Johnson Napier


With 3 Golds, 3 Silvers and 8 Bronze Lions the Indian tally at Cannes Lions last year ended at a disappointing 14 metals. This was a sharp decline compared to the 24 metals that India had bagged in 2011. But the dismay of last year seems to be forgotten as the Indian camp gets ready to put up a better, if not the best, show this year.


MxM India gets a few biggies of the ad fraternity to share their expectations from camp India this year.



Prasoon Joshi, President – South Asia, McCann India

The tally apart, I go to Cannes with a completely open mind to discover new surprises, works, etc that are done from around the world. To be able to predict India’s performance would be unfair on my part because the festival is such that agencies from around the world come and participate. As a result one goes there with a very open mind to see what are the new trends that have emerged in recent times. Also, where India’s performance is concerned it keeps wavering; I do not go there with too many expectations ever. It’s always a bonus if you win more. But as I said it is always a learning experience where one can learn a lot more.


As for McCann India, we did well last year and managed to win a Gold. For this year I am counting on work around Stayfree to win us metals. It is work that we are very proud of. The work managed to win Gold at Abbys too. We have managed to use multiple mediums very well for the campaign like video, uses advocacy of intention of people to drive home an important point of social change with the brand. It’s all about girls drop out of school because of toilet/sanitation issues and therefore try and create awareness of the issue and try and educate girls in the process. The project also benefits the brand equity in the market and also encourages good social habit. When such work gets awarded it kind of encourages the whole team to do more.



Abhijit Avasthi, National Creative Director, O&M India

I am an eternal optimist and hope that this year will be India’s best ever. Across agencies, across disciplines and across categories there is some very interesting and original work we have submitted as a country. Yes there is always a lot of cultural nuancing in our work but therein lies the responsibility of our country’s jurors to educate the jury about the brilliance of our work. Judges from other countries, especially Latin America, do make the effort to do the same and hence they benefit from it.



Sridhar Kondiparthi, Chief Creative Officer – India Sub Continent, Leo Burnett

I think India stands a good chance this year. We should do better than last year and I hope we win in all verticals including Digital and Mobile. But I do not think this will be our best year ever at Cannes.




Mahesh Parab, Executive Creative Director, DDB Mudra Delhi

I am quite confident of Indian talent and craftsmanship so I am expecting India to win a lot. I would also like India to see India winning in some of the most challenging categories like Titanium, & Integrated, Promo & Activations Lions etc. As technology evolves, so does the possibility of what you can do with your ideas. So I would expect more innovative stuff from India this time around.


As for the tally, it’s going to be tough to go past the tally of 25 Lions (2009). After the glory of 2008, India’s first Grand Prix ever, it’s going to be a Herculean task for Indian agencies. All the best.


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