Elsie Nanji Vice-Chairman and Chief Creative Officer, Publicis Ambience believes that a good creative speaks for itself. Ambience, perhaps is the only agency, which has maintained the image of being a creative hotshop, in spite of its liason with one of the largest communication houses in the world Publicis. Exchange4media Mumbai team touched base with Nanji for her perspective on India at Cannes.

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?
I don't think that there is a specific type that gets recognition. But I would say that ads with a universal insight and appeal definitely stand out in these global festivals. It cannot be narrow in terms of outlook, and has to appeal to both western and eastern minds.

What makes Cannes special? How would you compare Indian ad awards to Cannes?
Cannes is special in a lot many ways. It can be regarded as the melting pots for the best minds. It allows you to view good work, meet good people, and the overall experience really broadens your horizon. You get to know what international advertising is all about. Cannes and Indian awards ceremonies cannot really be compared in any way. While the jury at Cannes would view the ad from a global perspective, the Indian jury would regard it from an Indian perspective. You cannot make a comparison.

There are a number of Indian entries this year - has the bar been risen for Indian ads?
I would definitely say that there have been a lot many qualitative improvements in Indian advertising. The bar has most definitely risen. Off late our entries are making a mark on the international scene, hence there is an added number of entries.

On the other hand, there is an outcry that Indian ads are deteriorating qualitatively. How come so many of them have been sent for Cannes?
No I don't feel that we are deteriorating in any form.

How has your experience at Cannes been so far?
Our experience at Cannes has enabled us to view good work, it has also helped us widen our horizon. Like I said earlier, there is a great deal of interaction and exchange that goes on at Cannes, which makes it a very memorable experience. It showcases some good work and some great talent. It gives international exposure to your work as well.

We are holding Ad Asia this year. Do you feel India should start its own global ad festival?
I don't see much point in hosting an ad festival. There are too many awards on the scene already and we as an agency have to rationalize on the number of awards ceremonies that we want to participate in. We choose around 5-6 of the world's best awards ceremonies and then participate in it. But If India would be bringing on a global awards ceremony of any kind; it would showcase more of local content.

Which is the best global campaign this year in your opinion?
I haven't seen a lot of the global campaigns; hence it would be difficult to take a pick. But I feel that the Nike campaign has caught much attention at a global level.

Who is the greatest living creative person in your opinion, and why?
Dravid Droga has won a huge number of awards and is therefore a favorite.

What do you think are your chances of winning a Cannes Lion this year?
I can't classify our chances of winning a Cannes Lion. Its like a raffle, you just cannot predict a win. We are hoping for the best.