Latest news with #CannesLionsInternationalFestivalofCreativity2025.
Time of India
8 hours ago
- Business
- Time of India
The Power of Creativity: Insights from Cannes Lions 2025 and India's big wins
By Kushal Bhuva At Cannes Lions 2025 , one thing became clear: creativity remains our greatest competitive edge, even in an increasingly automated world. Walking through the Croisette, it's evident that businesses today are using human ingenuity as their key differentiator. Morning Insight: Technology as a Tool, Not a Replacement Tor Myhren's keynote resonated with me when he said, "AI won't kill advertising – but it won't save it either. We need to save it ourselves through creativity." His words on 'Shot on iPhone' and 'AirPods' campaigns showcased how technology enhances human stories. The future of advertising lies in merging technology with authentic creativity, not replacing it. When creativity drives the narrative, business growth naturally follows. Midday Thought: Purpose-Driven Marketing As the day went on, it became clear that today's successful brands are creating desire rather than instructing. Modern marketing isn't about telling consumers what to do; it's about showing them the benefits of their choices and creating an emotional connection. Brands that inspire, rather than push, are seeing stronger market responses. Afternoon Reflection: Authenticity as the Global Currency Brazil's creative showcase demonstrated how authenticity at the local level can drive global success. Agencies like GUT and Ogilvy showed that understanding and embracing cultural context isn't just important but also it's a strategic asset. For brands with global ambitions, staying authentic is the key to lasting relevance. Key Takeaways for Business Leaders In a world driven by automation, the brands that thrive will be the ones that place human creativity at the center of everything they purpose-driven marketing doesn't just inform; it inspires and creates an emotional connection with true to local culture is no longer a limitation – it's a strength that can open up global that make creativity a priority are setting themselves up for long-term success. The numbers prove it. Looking Ahead The energy at Cannes Lions 2025 signals a shift in how we view creativity. Those who treat it as a strategic pillar, rather than a secondary function, will be the ones to lead in the future. Embracing creativity as the core driver of differentiation opens up endless possibilities for brands looking to thrive in the ever-evolving market. (The writer, AVP – founder's office, Influencer Marketing & Video Production, White River Media, is an attendee at Cannes Lions International Festival of Creativity 2025. Views expressed are personal)
Time of India
15 hours ago
- Entertainment
- Time of India
Cannes Lions: Where creativity finds its pulse
By Ananya Srikanth Rao It's my third time at Cannes Lions , and somehow, it still feels fresh. The people, the energy, the ideas flying around… it's like the industry's most brilliant minds are here for one week, and you can feel every pulse of it. From early-morning espresso chats to late-night award shows, it never gets old. I kicked off the day with a session by Apple- always a masterclass in clarity. But this one was more than just a case study. It was a reminder of why we do what we do. The theme? Humanity at the heart of creativity . We learnt about designing with empathy, not just efficiency; about telling stories that move people, not just sell to them. Next up was the legendary Sir John Hegarty . Blunt, brilliant, and exactly what the industry needs to hear. His message? Network agencies need to lose the ego and get closer to culture. The room laughed, nodded, and squirmed a little, which means it landed. The rest of the day was a masterclass in innovation and impact . I spent hours in live presentations for the Innovation and Glass Lions. These categories always cut deeper, highlighting work that's not just clever, but meaningful. From tech built for communities, to campaigns challenging gender norms, the ideas were bold, purposeful, and jealousy-inducing. Hearing the creators walk through their thinking gave each piece more weight. You could feel how much it mattered to them, and why it should matter to us. As the sun dipped, the awards kicked off, and with them, a healthy dose of FOMO. Seeing teams cheer, cry, and collect their Lions always gets you. It's part motivation, part magic. You leave feeling like anything's possible. Cannes has a way of reigniting your why. Of pulling you out of deadlines and KPIs and placing you right back into the heart of creativity. Third time or not, it always makes you feel alive. (The writer, Brand Director – Strategy, Saatchi & Saatchi India, is an attendee at the Cannes Lions International Festival of Creativity 2025. Views expressed are personal.)
