The 55th Cannes Lions International Advertising Festival is almost over and there are just two more categories to go. And, India is not very excited with the Films Lions category, given that O&M is the only Indian agency that has managed to score in this segment, and the count is only three shortlisted entries in all.
Those who bet their money on India getting into the top five most awarded agencies may be a little worried right now, but the Indian camp at Cannes is still as excited and enthusiastic as ever. Colvyn Harris, CEO, JWT India, said, “We should look at the fact that India has scored 21 metals this year already, and so far the best count was 12, and we have good awards to show. The excitement should be around that. I don’t think any longer that India can make it to the top five, though I am praying hard.”
Ravi Deshpande, Chief Creative Officer, Contract India, said, “It would have really taken India’s reputation to another level in a creative festival if we would have managed to get into the top five, and if we miss that, it would an opportunity lost. It is time we wake up to the fact that we have to get our act right in the Films category much like we have in the other categories. We haven’t yet learnt to play in this segment, and we should. We should look at doing entertaining work that would get accepted on international platforms.”
Piyush Pandey puts it very clearly. He said, “This is one of the best years that India has seen and we shouldn’t focus on other things.” KV Sridhar (Pops), NCD, Leo Burnett India, added, “It is not as if we have been strong in this category traditionally. There are aspects like execution and craft, where we have faced problems. There still is Titanium and Integrated to go, so you never know where India finally lands. Fingers crossed.”
The Films Lions winners would be announced on June 20. Jury chairmen is Craig Davis again, who had a lot of praise for India’s work in Press Lions. It would be interesting to see what Davis has to say on India’s performance in the Films category.