Why India can’t surpass its Best Lions tally this year?
India's current metal tally stands at 17 and even if we win against every shortlist today, India will not match its 2017 haul of 40 Lions
Published - Jun 22, 2018 8:58 AM Updated: Jun 22, 2018 8:58 AM
We have already missed the chance to surpass our best tally of 40 metals, a history we created in 2017. Friday is the last day of the Cannes Lions Festival of Creativity and out of 23 total categories for which the results have been announced, we have only won 17 metals so far. Considering that we win an award against every shortlist today, even then our tally will not match that of 2017.
So what is it that has not worked for India at Cannes this year?
Prasoon Joshi, Chairman, McCann Worldgroup, Asia Pacific, says that 2017 was an exceptional year. “ Not every year we can perform like this. However, I wish and hope that some of the ideas will do better, but you can only work hard. I think we are working hard. Yes, it has not been as big a year,” Joshi tells exchange4media.
Though Joshi agrees that India should perform better at Cannes, he also feels that we have come a long way. “Yes, considering the size of our country, we should be performing better. We keep trying and we have come a long way. If you see earlier, we had very little to show in our performance. The year when I won 2 gold Lions here, suddenly we said India is winning. Then I think we kept on winning. Cut to last year and we saw McCann winning 16 Lions. We have come a long way from no performance to performance of this sort,” he added.
For the Pandey brothers - Piyush and Prasoon, winning a Lion is, of course, a matter of honour but if you have missed it, even that should be celebrated. "My suggestion to everyone is send your work if you believe in it. If you win, celebrate. If you don’t win, celebrate,” said Piyush in a recent interaction with us.
He further added that youngsters must never get fooled by awards. “Just do work which is appreciated by people on the streets and some of this work may get you an award but never work for awards,” he said.
Younger Pandey brother also supported Piyush’s views. “I don’t think you should work aiming to win a certain award. You should do what your heart tells you, what you genuinely believe in. They need to respect themselves and be bolder. They give up to a lot of pressure. A lot of time when I am reading scripts, I feel a lot of things are extraneous and when you remove them, the soul of the script is excellent. Then they (youngsters) tell me that (in the first place) was the original idea and everyone kept coming in and adding more to it. If you genuinely believe in your idea, stick to it.”
Meanwhile for young creative directors like Parixit Bhattacharya, CCO, TBWA\ India, that has won a Grand Prix for Good this year, the fact that Piyush and Prasoon Pandey are being honoured with Lion of St Mark compensates for all the metals we have lost this year.
“I am not thinking about the numbers. I feel that this is a very special year for India as someone like Pandey brothers are getting an honor like this," said Bhattacharya.
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