As the curtains close on Cannes Lions 2011, exchange4media caught up with Ogilvy India’s Executive Chairman and Creative Director, Ogilvy South Asia, Piyush Pandey, on India’s performance this year.
India was the seventh largest country by way of number of entries this year, and this was the highest ever entries from the country at Cannes Lions, so far. Pandey remarked, “I think we entered more than we should have. 24 Lions is a great achievement. However, we need to win more Lions on good work, for big clients.”
One of the bigger developments of the Festival was the introduction of Creative Effectiveness category, where India is one of four countries to have won a Lion. Speaking on the category, which is seen as a big step forward for Cannes Lions, Pandey said, “Cannes Lions is definitely trying. This is the first time they have done it, and they will live and learn. At the end of it, it is all about the work that works in the market place, so this is a category of great importance for the Festival per se.”
While Pandey enjoyed and learnt from a lot of work at the Festival, his most favourite communication idea was ‘American Rom’ for chocolate bar makers Kandia Dulce. The work, done by McCann Erickson Bucharest, won a Grand Prix in the Promo and Direct category. Pandey stated, “American Rom was fantastic, brave and a great idea. It was challenging an audience and making them convert their minds. I loved it.”
Pandey is amongst those who are of the opinion that Cannes Lions has put together an interesting and educative package in its knowledge sessions. He said, “There are lots that you can learn from other people’s experiences. I personally found Sir Ken Robinson and Ogilvy session very inspiring. Robert Redford was good too. I think younger delegates from India attend a lot, but they should take advantage of these sessions to be exposed to as many more thoughts and ideas as possible.”
For 2012, the target for India has to be more Lions for good work for big clients, according to Pandey.