Cannes Lions: Advertising that sells is a winning campaign, says Garima Khandelwal

Cannes Lions 2023, the champion of creative excellence in advertising, kicks off on June 19 this year and the Indian ad land will be closely watching this year's fest since 13 of the industry's creative bests have been chosen to grace the jury.

We caught up with former Mullen Lintas Chief Creative Officer Garima Khandelwal who is also on the Cannes Lions jury. 

In a candid chat with e4m, Khandelwal shared that for her, a winning campaign is not only one which is purpose-driven but one that has impacted lives and sells the brand.

Excerpts:

Cannes Lions has 13 Indian creative leaders as jurors. How is the world perceiving the Indian advertising industry?

The Indian AdEx is set to grow at 15%, becoming the fastest-growing globally. Everyone is looking at India’s growth, which along with China will constitute half of the global growth. Last year’s sweep at Cannes Lions and Indian speakers on the Palais stage is an endorsement and celebration of the work that India has been producing. 

How has the definition of creativity changed over time?

The evolution of the outdoor medium to 3D outdoor is one example of the changing canvas. It’s the same media space but one that has evolved to an audio-visual display with brands like WhatsApp, BMW and Nike pushing the medium. It’s still creativity that makes you stop and look. There is pure evolution of the craft and integration of tech.

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

There have been a lot of conversations about work building brand purpose. But work that creates impact, sells products and makes progress for the craft, is what to me constitutes a winning campaign

Have the judging parameters changed over time or from last year?

Many award shows in the last 2 years had the maximum percentage ever of golds and metals. Knowing how hard the times were for everyone, the judging was empathetic. I am curious to see if that changes this year.

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

Do relevance and the overall brand strategy also sit seamlessly? I don’t think in today’s age always doing lip service is possible. The brand has to walk the talk, and that leads to real effectiveness and impact. 

What are you expecting from this year's Cannes Lions?

Exactly what I expect each year that I’ve attended - to come back inspired and jealous, with newfound fire in my belly. It truly is the place to learn so much, make new friends, feel a part of a community while enjoying a glass of rose with foie gras.