Cannes Lions: Inside Enormous Advertising’s entries with Ashish Khazanchi

This year, the expectation from the Indian contingent at Cannes Lions is higher and for reasons well known. Enormous Advertising has too put its best foot forward with its entries – ‘Silence is a Luxury’ for Asahi India Glass and ‘Tested Like Samsonite’.  

Sharing more on campaigns to e4m was Ashish Khazanchi, Managing Partner at Enormous Advertising.

“It is one of the most popular campaigns and the marketing as well as the creative community really liked it. It's an old-school kind of campaign which is the best part about it. The way the story unfolded itself, it was interesting. I hope the jury loves it too. We did our best and it has reached people.”

“The whole point was Asahi needs to get attention. We brought the narrative to a sharper result. This gave the brand a lot of organic love”, he stated.

Enormous is also promoting Samsonite's most recent influencer campaign, "Tested like Samsonite," in which the brand enlisted influencers to discuss the six different tests - endurance, functionality, reliability, durability, and others, and to assist in establishing a soft emotional connection with consumers by positioning the company as a brand of stature and history.

Talking about the campaign, Khazanchi said, “It is not like any other influencer campaign or follows the usual format of an influencer promoting a product. It is not like that because we are taking a base narrative and we are building through various things that people are doing. We have not collaborated with them for their reach alone but for what they can do to enhance the narrative. We got the influencers to do all sorts of things with the product to prove the ‘Tested Like Samsonite’ narrative.”

Asked about this year's expectations, he said, “We have participated and hope for the best. We will always aspire to do the work people like and do the work that we like doing. Good work must get its hot out there, if it wins amazing, if it doesn’t we did our best!”