I plan to go as a pilgrim not as a judge: Josy Paul on being on the Cannes jury

Cannes Lions 2023, the champion of creative excellence in advertising, kicks off on June 19 this year. Indian adland will be closely watching this year's fest since 13 of the industry's creative bests have been chosen to grace the jury. Among the August panel is BBDO India Chairman Josy Paul.

In 2022, BBDO India's ‘Share the Load’ campaign for Ariel was shortlisted for Glass Lions. The agency won a Cannes metal (bronze) in 2022  Altogether, the agency has, so far, won 23 Cannes Lions, including 4 golds and a Grand Prix. In a candid Interview with us, Paul shared how the Indian advertising industry has had such a powerful presence at the event this year.

Please find below the edited excerpts:

1. Cannes has 13 creative leaders from India as jurors this year; how is the world perceiving the Indian advertising industry?

India has been making her presence felt at Cannes Lions for quite some time now. Our collective work is influencing and contributing to the world of brands and creativity, with meaningful ideas that impact society. India's vibrant and diverse culture, combined with her rapidly growing economy, makes it a hub for innovation and creativity. We are very much at the centre of where marketing, communication, entertainment and tech meet.

2. What constitutes a winning campaign? What criteria will you keep in mind?
It could be so many things. Something that’s bold and audacious, or an action that moves you. Or it could be an execution that makes you say “Wish I'd done that”, an idea that blows your mind and rearranges your own sense of the world or one that questions your criteria and creates a new set of criteria. At all times, a winning idea is one which you just can’t keep to yourself after you’ve seen it. You want to rush out of the room and tell the whole world about it.

3. Has the judging parameters changed over time? 
Over the last few years, we’ve seen an added emphasis on impact, and effectiveness and a rising focus on sustainability and diversity.

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

It all depends on the context, challenge and nature of the idea, and how authentic it feels. I don’t want to judge too soon. Instead, I want to be surprised and inspired by the participating entries. I believe I will find something new, exciting and inspiring. That’s what matters!

5. How has the definition of creativity changed over time?

When I started out, we'd often say creativity is about connections. You take two unconnected things and bring them together and you create something new! Today that still holds true. Just that you have a lot more variables to play with including digital engagement, tech and AI tools. It's still about imagination. But it’s also about empathy. These days I believe that creativity is about sensitivity in a world where no one is listening.

6. What are you expecting from this year's Cannes?

I try and go as a pilgrim and not as a judge. I want the work to judge me, rather than me judging the work. That way I receive new things which helps me broaden my mind, gain a deeper understanding of the work, the culture it comes from, and the creative journey behind it. I love and truly enjoy the personal growth that the process brings. It’s a form of creative surrender. I try not to plan or prepare too much. Like an antenna, you've got to receive without any bias, prejudice or preconceived notions.