Craft must meet concept: Mahima Mathur ahead of Cannes jury debut

Mahima Mathur, Creative Director at DDB Mudra Group, is set to represent India on the Design Lions jury at Cannes Lions 2025, marking her debut as a juror at the prestigious global advertising festival.

Speaking to exchange4media, Mathur said jurors will be looking for work that transcends the advertising lens. “If you weren’t in advertising, would it still make you stop and care? That’s the kind of work that stands out,” she said. 

Mathur, whose agency has been a regular contender at Cannes, underscored the importance of marrying craft with concept. “Design is like a marriage. Craft gets your attention, concept gets your respect, and both need to show up. What we’re looking for is design with intention.”

Reflecting on India’s performance at Cannes last year, where Indian entries were shortlisted but failed to win in the Design category — Mathur stressed the need for better packaging and contextual framing. “We need to enter our work like everyone’s watching. If your idea is hyperlocal, keep it that way, but don’t forget to give it cultural context. That’s where we might be falling short,” she noted.

Citing standout work from past years, Mathur highlighted international and local campaigns that combined innovation with purpose. “Last year, the ‘Sidewalks’ project used tactile paving to help visually impaired people navigate public spaces. It was a brilliant example of how design can drive impact. Closer home, DDB’s ‘Equal Equal’ enabled people with limited upper limb mobility to enjoy a burger just like anyone else. That’s meaningful design.”

Recalling her first visit to Cannes in 2024, Mathur described it as an emotional rollercoaster. “It was like one lasagna of emotions. Inspiring, overwhelming, but also disappointing since we didn’t win much. Still, it was totally worth it.”

As she prepares to take on her new role on the jury, Mathur hopes to spotlight work that’s not only well-crafted but also rooted in purpose.