Cannes 2005 Commentary: We can do better

How would you assess winning three awards, that too silvers and bronze, by a nation that prides itself in being the growth engine of the world and presents itself as one of the most attractive markets? Well, India can do better. By the end of Day 3 at Cannes, the picture for India isn’t looking good. With more than half of the Lions already ticked off, while today’s winners JWT, O&M and Leo Burnett can afford to smile, the Indian industry unfortunately cannot.

Let’s first look at a few facts. In the Press category, where there were over 150 Lions awarded today, India could manage only a Silver. Thailand and Singapore, in comparison, had more than 15 Lions each. In Outdoor, which is not on the same pedestal as Press, India won two awards when over 100 awards were announced. Those reading these despatches from Cannes would know that we had a zero hit rate with the Media and Direct awards announced yesterday. Another category that was announced today where India didn’t figure anywhere was Cyber Lions.

The disappointment was visible on the faces of some of our best creative minds visiting Cannes. Speaking with a few of them – each of them had a different rationale for the poor performance -- one could clearly sense a palpable disappoint.

How do we start meeting our potential and start winning? While this is best left to the creative directors to answer, we can perhaps do well to create a sense of urgency to get things right. Let’s face it -- winning global creative awards does matter. They create a buzz about a nation, and present great global opportunities for individuals and teams. They instill clients’ faith in works coming from a nation.

While the formula for success at Cannes, and other such top awards, will be different for different individuals and their agencies, the Indian creative industry will have to work together to meet its promise. And those who know the creative egos, getting together is no easy task.

One bright spot that seems to be emerging for India though is that the gigantic ad machine JWT, both globally and in India, is getting serious about its creative product. It’s showing: JWT India received maximum shortlists in the announcements so far by Indian agencies, and they also won a Silver today. When a giant moves, it has a positive impact on the rest of the industry.

As the award move into its final stages, Film and Radio shortlists will be announced tomorrow afternoon. How India does tomorrow in these shortlists can well seal the fate of the Indian attempt this time round. Let’s hope we strike a few sweet spots tomorrow.