Cannes Interviews

KS Gopal

K.S. Gopal, Executive Creative Director, Quadrant Communications, believes that though the mindset at the international forums is changing as far as Indian advertising is concerned, there is still scope for some changes in opinion. Here he is with his thoughts and opinions on Cannes, Indian entries and the changing globul outlook.

Indian ads are vying for a foothold in International arena. Is there a specific category or type of ads that gets appreciated at international festivals?
Fortunately, Cannes films juries have graduated from seeing India as land of snake charmers and palaces. Unfortunately, they haven't progressed very much. The Indian films that win at Cannes are still what foreign jury finds so charmingly "Indian". (Witness Fevicol and the Organ Donation spot for Leo Burnett; both Lion winners and deserving ones too.) But thing about Cannes is that it's first and foremost supposed to honour the truly great "simple" ideas. Unfortunately the jury hasn't extended this courtesy--and honour-- to Indian entries. They still hanker for that "Indianess." I say: "Stop being so condescending towards us. Don't judge us by our nationality. Judge us by our work."

What makes Cannes special? How would you compare Indian ad awards to Cannes?
What makes Cannes special is that it's a competition where the best compete. And if you happen to be at Cannes, there's nothing to rival the atmosphere.

There are a number of Indian entries this year - has the bar been risen for Indian ads?
Yes.

There is an outcry that Indian ads are deteriorating qualitatively. How come so many of them have been sent for Cannes?
Anyone who tells you that the quality of Indian ads is deteriorating is a cynic who's way past his expiry date in advertising.

How has your experience at Cannes been so far?
Good--could be better (as with most things in life!)

We are holding Ad Asia this year. Do you feel India should start its own global ad festival?
What with everyone and his brother-in-law starting an advertising festival, I'd say no thanks. Stick to the knitting. Do better and better ads.

Who is the greatest living creative person in your opinion, and why? Bill Bernbach--unfortunately he's long gone to that great big gig in the sky. No living "advertising" person comes close.

What do you think are your chances of winning a Cannes Lion this year?
Tag line for New York Lotto: "Hey you never know."