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Amit and Praful Akali listed among speakers at the 63rd Cannes Lions International Festival 2016

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Amit and Praful Akali listed among speakers at the 63rd Cannes Lions International Festival 2016

Amit Akali, Chief Creative Officer, Medulla Communications (Managing Partner and Creative Head – What’s Your Problem) and Praful Akali, Founder, Managing Director,  Medulla Communications (Managing Partner and Strategy Head – What’s Your Problem) will take the stage at the Cannes Lions Festival 2016 to deliver a session on ‘Integrating Medical with Creative: Learning from the Great Indian Family’ ( The session is scheduled at 14:00 on Sunday 19 June, 2016 at the Health in Focus arena, Palais 2.

Medulla Communications was announced as the Third Healthcare Agency of the Year at the Lions Health 2015. In a short span of 8 years, Medulla has become a leader amongst the healthcare agencies internationally and domestically, winning big at the Rx Club Show, New York and at mainline award shows like the Goafest.

The speakers intend to challenge healthcare agencies and clients, hopefully making them reflect upon the role of medical experts in the entire creative process.  “Although the creative team is the soul of advertising, when it comes to healthcare advertising, you need a medical expert too. We want to challenge the audience on whether they are using their medical team sufficiently for creative communication,” Praful Akali explained their plans for the session. He added, “The amalgamation of medical and creative expertise has really been our strongest differentiator in the healthcare agency milieu not just in India but globally, so we’ll be drawing from personal and industry experiences for the presentation.”

The session aims at highlighting the importance of bringing together creative and medical experts to enhance every piece of communication—very similar to the great Indian family! Over the years, Medulla has learnt from the joint family system—20 people living under one roof, still making key decisions jointly.  This learning reflects effectively in Medulla’s creative development process that helps creative and medical experts work together at every step: From the birth of the consumer and medical insight to the delivery of communication.

Speaking about the session, Amit Akali said, “It’s obviously an honour to speak at the Cannes. We’re going to simply resort to sharing our learnings. From my point of view – the learnings are very fresh and recent. After 20 years in mainline, when I supported Praful on the healthcare side of the business, I realised that we had an added source of information to peg our creatives on—the medical expertise—and I’ve experienced that this allows us to create sharper, more insightful work.” Explaining the topic he joked, “The Great Indian family certainly doesn’t refer to us! Since we’re the first Indian healthcare agency to present at the Cannes, we decided to give our talk an Indian perspective, hence the title.”

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