Top Story

e4m_logo.png

Home >> Advertising >> Article

Cannes 2015: The Indian advertising industry will have to learn better packaging: Saurabh Dasgupta

09-June-2015
Font Size   16
Share
Cannes 2015: The Indian advertising industry will have to learn better packaging: Saurabh Dasgupta

Saurabh Dasgupta, Executive Creative Director, Innocean Worldwide who is on the Promo and Activation Jury at the Cannes Lions International Festival of Creativity 2015, says the Indian advertising industry has to learn and do better packaging of ideas to compete with international entries.

What are you looking forward to at Cannes?

First of all, Promo and Activation is, as I would like to define it, the cutting edge of advertising. It is the only real, experiential way of reaching out to your consumers. So in this sense, I think Promo and Activation is a very important category and it is the future of advertising.
My expectation at Cannes would be in the area of learning. I would love to look at a lot of entries and it will be a great learning experience for me. 

Your comment on the level of work you have seen in general this year in the Promo and Activation category which you are judging?

I am under embargo to talk about the level of work, but I have been doing the online rounds already. I think the level of work is fantastic, with fantastic actually being an understatement.

I am seeing work from around the world and some of the ideas are completely mind-blowing. I think it is really nice to see what the current generation of creators are up to. You know the kind of ideas, the kind of connections… Unthinkable connections that they are making in their minds, and also making the proposition interesting for consumers. I think it is great.

How can the scope for this category be widened?

One can widen the scope by probably having a department within a department which specializes in Promo and Activations. Usually, Promo and Activations are handled by mainstream creatives and mainstream event guys. We need specialists for Promo and Activations. If one could look at a sub-department which specializes in doing such experiential on-ground activations, then I think that will bring a lot of value and lot of specialization as well as fresh ideas instead of having to think of a Promo and Activation idea within so many other ideas. You know, if one group is just thinking of Promo and Activation day in and day out, it would do the category much good. 

What will you look for in the entries you judge?

I will look for the stuff which is unthinkable. I will not look for the usual connections and I will not be impressed by the clever ones. I will try not to get too influenced by a lot of results. Results are great, but at the core of an entry, I would say that I will look for the idea that is truly unthinkable, truly clutter-breaking and truly something that makes connections that are very difficult to make.

What can be the take-aways for the Indian advertising industry from Cannes?

I have said this before and I am saying this again. We are great with ideas. Where we lack is the packaging of ideas. I have looked at a lot of case studies from all over the world. The ideas are great. Some of them are nice and some of them are very nice. But the overall level of packaging is something else. The way we package an idea and present it to the jury is different. The Indian advertising industry will have to learn and get into better packaging.

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking