Home >> cannes-lions >> Article

Indian Jurors on works that will make it to Media, Outdoor and Direct Lions at Cannes

11-June-2018
Font Size   16
Indian Jurors on works that will make it to Media, Outdoor and Direct Lions at Cannes

In the last part of our series on Cannes Lions 2018 Jurors, three jurors Rajni Menon, CEO - Carat; Pallavi Chakravarti, Executive Creative Director - Taproot Dentsu; and Prateek Bhardwaj, National Creative Director -McCann Worldgroup share their parameters for judging entries in their respective categories.

Rajni Menon - Media Lions



I am looking for consumer insight which leads to driving action/change in behaviour. I will also be on the lookout for creativity in terms of execution and obviously the results. If the entries have not had palpable impact in moving metrics for the brands in concern then all the previous great work is of no consequence. In the Media Lions category we have definitely come a long way with increasing number of metals over the last few years. But it is far from the levels that we would be inspired by. We are far stronger in the creative sphere.

Pallavi Chakravarti - Outdoor Lions



Firstly, I am excited to have an opportunity to deep-dive into work and evaluate what the best advertising professionals the world over are doing with this category. The parameters for judging entries anywhere are always the same - What’s the idea? Is it fresh? Does it connect with the brand? Is it big? Is it right for the category it has been entered in? Most importantly, how does it make you feel?

The definition of outdoor advertising has broadened tremendously. Technology is being used creatively. The world is thinking beyond billboards and posters, though in my opinion, they have their own, equally important place within the category. So the jury will have to think differently too, I’m sure the work we will see will compel us to do so.

Prateek Bhardwaj - Direct Lions



It’s a great honour to be judging at Cannes this year, with everyone watching the new direction Cannes is taking. But at the same time, it’s also a great responsibility and I’m already preparing myself for some serious hard work. A lot of people mistake the Direct category for direct mail when it’s actually much more than that. Any piece of creative with a measurable direct response mechanism – a number to call, a website to go to, an email to write – qualifies for Direct, and a lot of letters don’t. Direct includes every medium there is. So I end up judging films, print ads, outdoor, events, all under Direct. In fact, the Immunity Charm, which won McCann the Grand Prix for Good last year, was also a winner in Direct.

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

right
left
EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI

Guest Column: Co-founder & Strategy Director at Reptile FX dissects the endless possibilities of how an explainer video can meet various communication objectives

‘Do What Moves You’ campaign aims to shine a spotlight on the brand’s belief in the power of self-expression

Mathrubhumi Media School will offer PG diploma courses in print & broadcast journalism