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Josy
Paul Cannes…
the name has an aura. A flutter in the pulse… and a churn in the stomach
and…hope in the heart is what it brings to many a creative heart.
Though it was an elusive land for India till not so many years back,
Indian entries are being acknowledged and awarded now. Every year
now sees an ever-increasing number of entries from India - and this
one is no exception. And we at exchange4media are praying real hard
for lot many lions (they are a rare species you see!) to come to India
this time. In a series of interviews, we bring to you thoughts and views from the opinion leaders - all of them from the agencies that have sent there entries to Cannes this year. First in the series is Josy Paul. RMG David, one of the youngest creative hot shops in the country, bagged the finalist certificate at One-Show awards. Josy Paul, its Head and Chief Creative Officer is off to Cannes Advertising Film Festival. The agency has entered a number of entries for Cannes. The clients are Thofah, the eco-friendly store, indiatimes.com, One Plus Gold, Windshield Expert and The Body Care. Here, in an exclusive chat with exchange4media, Mumbai team, Paul talks about increasing Indian participation, the country's chances and lots more. However, he does add, "I think the answers will be hottest when we are closer to the 15th of June". 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? The kind of ads that generally do well at the festival are the ones that are original and humourous. It goes without saying that they must break new ground in the category. That doesn't mean that only humour works. Ads that touch you powerfully, with human observations that are startlingly simple also do very well in the festival. What makes Cannes special? How would you compare India ad awards to Cannes? There's no comparison. There are a number of Indian entries this year - has the bar been risen for Indian ads? I don't know about creative standards rising, but definitely with hotter focus on Indian advertising, agencies in India are more hopeful. There's a growing national optimism that's clearly visible. Our awards tally in the international arena is on the rise. It's useful, because it motivates everybody to compete internationally, more purposefully. There is an outcry that Indian ads are deteriorating qualitatively. How come so many of them have been sent for Cannes? Would love to know where this outcry is coming from? Who is saying it? Is there a limit to entries one can send? There's no limit to the entries you can send. How has your experience at Cannes been so far? More than awards, Cannes promotes advertising. Like the One Show Awards, it helps puts small davids like us on the international map. It underlines our existence. It supports and glorifies the creative spirit. It celebrates the humanity in advertising. We are holding Ad Asia this year. Do you feel India should start its own global ad festival? Yeah, why not? Let's hold our own Oscars too! Who is the greatest living creative person in your opinion, and why? According to me the greatest living creative person is Mickey Mouse. If you visit the four parks at Disney World in Orlando you'll see what I mean. What do you think are your chances of winning a Cannes Lion this year? Even the judges can't tell you who'll win. Only God knows. The important thing is to get into the shortlist. Then it's up to God and a few devils in the judging panel. At the One-Show Awards, we've got the finalists for our five-poster campaign. So we are hopeful. Which is the best global campaign this year in your opinion? I have absolutely no idea. But the worst global campaign was the WAR IN IRAQ. |
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