Prasoon Joshi, Chairman of McCann Worldgroup Asia Pacific, while reflecting on India’s modest performance at Cannes Lions 2024, emphasised that the essence of creativity extends beyond mere accolades. "I don’t think when we talk about creative work we should talk so much about numbers – how many metals we won that year, did we do well or not. Yes, I think winning is important. But to study where Indian creativity is going based on one award show is not wise. India is too big and Indian creativity is too big to be judged by that," Joshi stated.
He highlighted the burgeoning creativity in rural and semi-urban areas, where influencers, vloggers, and even housewives are creating remarkable content with limited resources. "Look at what influencers and vloggers are doing, even housewives are creating great creative videos, even people who stay at home, in one room, with limited means, are creating great videos."
Spelling more on Cannes, Joshi noted that it is more important to see what kind of work is winning from India instead of how many metals we won, “I can see that social tech, where the use of technology and ideas for doing social good in some way, is where our youngsters' minds are working. This is a good sign, I feel. If technology cannot empower, it will become indulgent. It’s small tech with big meaning, which is what I feel is our direction,” he concluded.
India has had a modest run at the Cannes Lions 2024, winning only 18 metals.
