Last year at Cannes was our 1983: PG Aditiya

The Indian adland is regarded as a creative talent powerhouse. That 13 Indians will serve on the jury in 2023's Cannes Lions, judging creative campaigns from around the world, is testimony to this fact. In our Cannes Jury series, e4m interviews the jurors to learn more about their perspectives on creativity, their experience as jury members and more. 

This time, we caught up with PG Aditiya, CO-Founder and CCO at Talented who will be judging the Social & Influencer Lions category. He speaks to us about his expectations as a jury member, his take on creativity and his thoughts on inclusivity in creative campaigns.

Excerpts from the interview: 

With 13 Indian creative leaders on the Cannes Lions jury, how is the world perceiving the Indian advertising industry? 

We had a fantastic year last year. History Unfiltered is the most awarded idea from India at Cannes Lions. Last year was the best; it was like our 1983 World Cup year at Cannes. We are doing well and it is important to have consistency in order to truly make a mark. 

How has the definition of creativity changed over time?

I try not to think about these things. There is a quote I’d like to use by Pablo Picasso - ‘When art critics get together they talk about Form and Structure and Meaning. When artists get together they talk about where you can buy cheap turpentine.’ So I don't think creative people are thinking about that. Creative people are thinking about work and how to up their game. We have to keep our minds on improving our craft and good things shall follow. It is important for creative people to not think about questions like these. 

What constitutes a winning campaign? What criteria will you keep in mind?

Most jurors are looking for similar things. The jury doesn’t have different filters. I and other fellow jurors try to go into the flashback mode where we try to put ourselves in the shoes of the one who might have actually seen that piece from that market whenever it was first out. We try to think whether it was really good. This year, it is going to be a physical jury as well, so I am looking forward to discovering a lot about myself. You get to understand people.  

Will parameters like inclusivity and diversity gain brownie points, especially when many brands have been accused of woke washing?

In a jury room, we think our first priority is proving that how much of an impact creativity can have on business; that is the role we all play. Once we are subsets to show what creativity can do, only after that the conversation moves to other parameters. 

What are you expecting from this year's Cannes?

It’s our first year at TALENTED. We are all excited and doing a bunch of things in our great capacity. Meeting people and seeing great work is what I will be looking for.