Never get swayed by the idea: Cannes Lions 2013 juror Carlton D'Silva
The CCO of Hungama Digital Services India, who is a Cyber Lions jury member, shares his judging funda. An idea is only a good idea if it does good for the brand, he says
As Cannes Lions International Festival of Creativity, touted as the world’s biggest celebration of creativity in communications, draws closer, Carlton D'Silva, Chief Creative Officer, Hungama Digital Services India, who is part of the Cyber Lions Jury, shares his expectations from the festival. In addition, he talks about the Indian entries he is betting on, his dos and don’ts for judging, and more…
The Cyber Lions Jury President is Bob Greenberg, Founder, Chairman and CEO, R/GA Global.
What are your expectations from Cannes 2013?
It is the Mecca for world advertising, so I am looking forward to seeing the best advertising work across the globe.
How do you think this year will be different from 2012?
In my line, each year is a quantum leap in the kind of ideas you see. As technology evolves, so does the possibility of what you can do with your ideas.
What are your dos and don'ts for judging the awards?
Never get swayed by the idea. An idea is only a good idea if it does good for the brand. So, that connection to me is the most important factor in judging.
What are the Indian entries that you are betting on?
In the category that I am judging, I believe the IBS work for the Hyper-Personalisation Banner for Tata Docomo stands a good chance in the Static Banner category. We do stand a good chance in the films category too. The Nike Parallel Journeys, The Morphy Richards Corruption Ad, The IPL Launch Ad, MP Tourism, The First Post Campaign, The Flipkart Campaign…there is plenty to choose from. These stand a good chance in the craft categories. The radio commercial for Finit (Mosquito) is a great contender as well.
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