Cannes Interviews

Rensil D'silva

Mudra has sent a number of entries to Cannes this year - most of them in film and outdoor category. Exchange4media Mumbai team spoke to Rensil D'Silva, Creative Director, Mudra on the subject closest to his heart at the moment - Cannes. Says he, "At Cannes, you get to see work holding tonnes of global appeal". And that is not all he has to say.

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 any particular category that gains much attention. But again, if the jury is familiar with a particular brand, it might enhance its chances of winning. Visual ads also have plenty of scope to win. However ads that are too language specific or culture specific would find it difficult to get noticed.

What makes Cannes special? How would you compare Indian ad awards to Cannes?
Cannes is special because it showcases some of the best work in the world. There are seminars; interactions and discussions, which makes the whole experience a rewarding one. You get to see work that has been displayed by different countries, holding tons of global appeal, designed for mature and sophisticated audiences. There is an element of glamour associated with Cannes. On the other hand Indian ad awards are too focused on the local arena, our audience is still in the process of becoming mature.

There are a number of Indian entries this year - has the bar been risen for Indian ads?
Cannes has become a benchmark for Indian ads. I believe that our advertisements are becoming better everyday; we are growing when it comes to creative ideas and conceptualization. Hence most agencies are sending in more than one entry.

There is an outcry that Indian ads are deteriorating qualitatively. How come so many of them have been sent for Cannes?
Indian ads are not deteriorating qualitatively. I don't agree with that point of view. We are displaying some good creative work and in around 4-5 years now, we would produce work that would be fully competent with global standards. In a lot many aspects, our audience is still in the learning process and our advertisements are still evolving.

How has your experience at Cannes been so far?
Cannes has been a wonderful experience for us. Like I said, it showcases some of the best work in the world. It's fascinating to see the plethora of work displayed by different nationalities, tailored for different audiences and it gives new and varied ideas when it comes to dealing with a brand. Cannes can be an educational experience.

We are holding Ad Asia this year. Do you feel India should start its own global ad festival?
Why not? As long as we can make the right investments and maintain the jury standards, there is no reason to think that we can't hold a global ad festival. However, I do believe that there are too many ad awards already on the scene, and it would be difficult to get noticed.

Who is the greatest living creative person in your opinion, and why?
It would have to be Dan Wieden . He has done exemplary work on Nike and has helped build it as a brand. With Nike, he started a new cult in health and fitness. Nike has enforced these elements and through a man of his caliber, it has become a part of the social process.

Which is the best global campaign this year in your opinion?
There has been some splendid work done on Honda that caught my eye.

What do you think are your chances of winning a Cannes Lion this year?
I would say that we have done some good work and are hopeful of making it.