Cannes Interviews

Saen COLACO

Saatchi & Saatchi has been making a mark at global ad awards. Sean Colaco, the Creative Director of the agency believes that it's 'the big idea' which ticks at global award shows. He believes that India produces good quality ads with a great deal of conceptual clarity. Read on to find out his views on Cannes and India's chances there.

Is there a certain type of ads that manages to get global recognition?
The idea has to be big. Even if the ad is based in a local set top, it can make a mark provided that it is appealing enough. That is the sole criteria for an ad to win. Let's take the Fevicol ad for instance; it was based in a rural set up. Yet it had tons of global appeal. The idea has to attract the jury members. Local execution can work well with an international idea. International juries find the Indian flavor quite exotic.

What makes Cannes special? How would you compare it with Indian Ad awards?
Cannes is special; it recognises talent on a global scale. But any kind of comparison between Cannes and local awards ceremonies would be an unfair one. They both function differently from each other.

Are Indian ads deteriorating qualitatively?
Cookie Clutter ads are not just a phenomenon visible in India. All countries in the world produce certain ads that fail to make a mark. Overall, I feel that Indian advertising is getting better everyday; we produce good quality ads with a great deal of conceptual clarity. A handful of ads may turn out to be regular cookie clutter ads, but you must remember that these are lean times for advertising. Clients need maximum returns for money and since there is not much of it going around, they are not too adventurous when it comes to different and innovative advertisements.

Why are there so many entries for the Cannes Festival?
Like I said, India is bringing out a great deal of good quality ads. Since Indian ads have started winning internationally, it gives strength and hope to carry on. Every year, Indian pieces win a great deal of acclaim on the global platform; it tends to make you a lot more focused in your work. Hence, the increasing number of entries.

We are holding Ad Asia this year. Do you feel India should start its own global ad festival?
No… I don't think so. There are so many global festivals already in the horizon. In case we bring out our own global festival, it would be difficult to make a mark. Most awards ceremonies at a global level pass away like sailing ships in the night. There is a clutter in terms of awards ceremonies, which has to be cut down

How would you classify your chances of winning a Cannes Lion this year?
It's too premature to talk about. We are hoping for the best and keeping our fingers crossed.

Which is the best global campaign?
The global work that has been done on Toyota really caught my eye.

How would you classify your experience at Cannes till date?
It has been a great learning experience. It works as a good platform and in that sense, it's special.