Advertisers are on top of the value chain, and Cannes Lions organisers know that. While advertisers have been attending Cannes for the last few years, this year has seen a fresh burst of focus from the festival organisers to increase the participation of advertisers – both as speakers and as audience.
One talking point in most conversations has been the participation from ITC India, which has sent 10 delegates to Cannes Lions this year. This is perhaps the largest number of participants seen from any advertiser in India at Cannes.
Speaking to exchange4media, Hemant Mallik, Chief Operating Officer, Trade Marketing & Distribution, ITC India, said, “If you see some of the discussions that happened on the first day of the festival, who would you say they were more relevant to? The session on direct marketing and the kind of examples citing the nature of work that can be done are more relevant to the brand builder, which is the advertiser today.”
ITC was also amongst the first advertisers to send a strong delegation to the GoaFest in India.
Also seen at the festival this year from India was Ajay Kakar, CMO-Financial Services, Aditya Birla Group.