Latest news with #CannesLionsInternationalFestivalofCreativity2025.
Time of India
20-06-2025
- Entertainment
- Time of India
Entertain or Fade Away: The New Imperative for Brands
By Prasoon Joshi Lines between advertising and entertainment have been blurring for quite some time now. Today, we openly acknowledge the role of entertainment in messaging—reflected in its recognition as a separate category at festivals like Cannes. But if we look back at the fundamentals of advertising, entertainment has always been rooted in its essence. We needed creativity to communicate. The subtle art of crafting a message was always valued. But somewhere along the way, we tried to crack a formula or templatize the process, and it became predictable. We forgot how to reward the audience. That's where entertainment re-emerged, reminding us of a basic truth. While judging at Cannes this year, one thought kept returning to me: to share an idea, you must first engage. You need to entertain. McCann Worldgroup's 17-minute documentary on Ilon Specht, which won multiple honors, served as a reminder that long-form storytelling, when done with authenticity and emotional depth, can build brand equity with lasting resonance. It might not look like a conventional ad, but it communicates with grace and intention. It also reminded us that entertaining doesn't always mean making people laugh or dance. It can be serious—but it still needs to connect, to strike a chord. And this documentary did that beautifully. Today, creative power rests with filmmakers, gamers, poets, editors, and storytellers. Collaboration is essential. Some of the strongest work this year came from hybrid teams—strategists, filmmakers, copywriters, producers—blending perspectives and expertise. Today's creatives are hybrids: producer-directors, strategist-anthropologists, creator-editors. Advertising is no longer just a medium; it is a cultural stage where content and collective experience merge. The future of branded content lies in human stories created within platform-native ecosystems. The Entertainment Lions for Music and Sport are brimming with brand-artist collaborations, sonic branding, and narrative music videos that feel like mainstream releases. More than ever, brands are not just observers of entertainment culture—they are active participants. This calls for a shift from announcement to narrative, from presence to participation. As creative leaders, our goal is not merely to craft better ads—but to build ecosystems of meaning. Campaigns that people choose to engage with. That become part of their lives. That feel less like marketing and more like memory. Our opportunity lies in creating not just ads, but culture-rich, resonant, and measurable entertainment ecosystems. Audiences are demanding, and platforms are evolving. And as the Cannes Lions Festival underscored: entertain—or fade away. (The writer, Chief Creative Officer & CEO, McCann Worldgroup India and Chairman McCann Worldgroup APAC, is an attendee at the Cannes Lions International Festival of Creativity 2025. Views expressed are personal.)
Time of India
17-06-2025
- 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
17-06-2025
- 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.)
