Marketers@Cannes: Cannes conversations are relevant to advertisers: ITC’s Hemant Mallik
Cannes Lions International Advertising Festival 2010 has seen a fresh burst of focus from the organisers to increase the advertiser participation. While on the one hand, there are more advertisers speaking, on the other hand, there are increased advertisers in attendance as well. A big step was seen from ITC India this year, the company has sent 10 delegates to Cannes – this is perhaps the highest ever number of delegates coming from an Indian advertiser to Cannes.
Advertisers are on top of the value chain, and Cannes Lions organisers know that. While advertisers have been attending Cannes for the last few years, this year has seen a fresh burst of focus from the festival organisers to increase the participation of advertisers – both as speakers and as audience.
One talking point in most conversations has been the participation from ITC India, which has sent 10 delegates to Cannes Lions this year. This is perhaps the largest number of participants seen from any advertiser in India at Cannes.
Speaking to exchange4media, Hemant Mallik, Chief Operating Officer, Trade Marketing & Distribution, ITC India, said, “If you see some of the discussions that happened on the first day of the festival, who would you say they were more relevant to? The session on direct marketing and the kind of examples citing the nature of work that can be done are more relevant to the brand builder, which is the advertiser today.”
ITC was also amongst the first advertisers to send a strong delegation to the GoaFest in India.
Also seen at the festival this year from India was Ajay Kakar, CMO-Financial Services, Aditya Birla Group.
