Cannes Interviews

Rajiv Sabnis

Contract is one of the few Indian agencies which has already got a few Cannes 'Lions' adorning its offices. All in all - three of them. One gold and two bronzes. Not only that, they also have six finalist certificates. Rajiv Sabnis, senior vice-president, Contract Advertising, has been in the agency for nine long years.He tells the exchange4media Mumbai team what does the trick at 'Cannes' and what makes it the most 'roaring' award show in the global ad industry.

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?
What gets recognised at Cannes are "Big Ideas" delivered with the utmost simplicity. Humour as an executional device seems to be highly appreciated in television advertising while "Visual Campaigns" seem to score over long body-copy ones. I would say that these are current trends at Cannes and they seem to influence what we do back in India.

What makes Cannes special? How would you compare India ad awards to Cannes?
You are pitted against the World's Best in Cannes. The best brands and the best brains. Also the atmosphere is stimulating. The combination of screenings/ exhibitions, seminars, discussions, helps you soak in a lot of what this business has to offer. You get to hobnob with the Who's-Who in Advertising and Integrated Communications.
Exchanging ideas and information with fellow-colleagues from other countries is a big turn-on. Add to all this, the babes, the booze and the beaches. What else can you ask for.

Indian awards have their own charm. It's good to know where you stand in your own country. Our awards tend to focus on the awards ceremony rather than the overall experience. The experience lasts for a few hours. The standards are pretty high and so is the competition. However there are too many awards to worry about. Maybe all those
bodies instituting awards should come together and pool-in their resources to create one, desirable and sought after award brand. We could even invite entries from the region.

There are a number of Indian entries this year? Has the bar been risen for Indian ads?
India has always been a consistent performer at Cannes for the past five-six years. I think our work has been amongst the best in the world for some time. There is however an increased awareness and eagerness to compete at Cannes. This is showing in the number of entries this year.

There is an outcry that Indian ads are deteriorating qualitatively. How come so many of them have been sent for Cannes?
I don't know where the outcry has been coming from. Maybe from those who can't produce good work! I believe India has been and continues to produce high quality creative work.

Is there a limit to entries you can send?
It is solely guided by our own ability to judge the work we are producing and deem fit to compete in the International arena. Of course, money for entries is always finite and can become a second filter.

How has your experience at Cannes been so far?
Contract has been awarded the Cannes Awards thrice till now. A Gold Lion for iContract for ICICI Children's Bond direct marketing program in the Direct Lions category, a Bronze Lion for a print ad on Cancer (social cause advertising) and a Bronze Lion for an outdoor message on the Mumbai Traffic Police. Apart from these, we have received six finalist certificates after being successfully nominated.

We are holding Ad Asia this year. Do you feel India should start
its own global ad festival?
I think we should have one mega award with all the associated activity.

Who is the greatest living creative person in your opinion, and why?
Dan Weiden of Weiden and Kennedy. For consistently producing brilliant creative work for a brand like Nike. Followed closely by Marcello Serpa of Almap BBDO and Jeff Goodby of Goodby Silverstein.

What do you think are your chances of winning a Cannes Lion this
year?
We have entered because we are hopeful of winning. I guess the chances are good.

Which is the best global campaign this year in your opinion?
Last year was certainly Nike. I havn't been exposed to all the global campaigns of this year to say which is the best. I guess post Cannes we will know in any case.