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Time of India

Unpacking Cannes' best & Aamir's bold cinema bet

Dear Readers, Hope you're all having a fantastic week! Here in Mumbai, the monsoon air is crisp, and so are the conversations swirling around the media and advertising world. We've got some really juicy topics to chew on this time, from the global stage of creativity to a truly bold move by one of India's biggest stars. Let's dive in! Media Moments of Truth: Cannes Lions Top Picks - BE Extraordinary This piece highlights some truly ingenious media campaigns from Cannes . Think about how brands are using data, real-time insights, and even subtle emotional cues to connect with audiences in incredibly smart ways. It's a masterclass in how media can be more than just a channel, but a creative canvas itself. Read here.. Why you should care: Cannes Lions is basically the Oscars for the global advertising and creative industry. These "top picks" aren't just pretty ads; they're the campaigns that are setting new benchmarks for innovation, effectiveness, and pushing boundaries. Understanding what wins here gives you a crystal ball into future marketing trends, consumer engagement strategies, and the kind of creativity that truly cuts through the noise. Cinema First: Aamir Khan's Bold OTT Rejection Aamir Khan, known for his unconventional choices, has reportedly turned down a huge sum by rejecting an early OTT release for his upcoming film. His stance? He believes shorter theatrical windows are "destroying cinema's long-term viability" and wants to ensure films get a fair chance to draw audiences to theatres. This is a bold gamble that could either revive the cinema experience or highlight the irreversible shift towards digital. Read the full story Why you should care: This isn't just about one superstar's decision; it's a potential seismic shift in the economics and cultural consumption of Indian cinema . Aamir Khan's refusal of a massive OTT deal to champion the theatrical experience could redefine the release window strategies for major films. It's a direct challenge to the perceived dominance of streaming and a reaffirmation of the magic of the big screen. Is Cannes the Creative Monarchy? This piece challenges the notion of Cannes as the ultimate, undisputed arbiter of creative excellence. It raises questions about the cost of participation, the representation of smaller agencies, and whether the focus on awards might sometimes overshadow real business impact. A timely and thought-provoking read that pushes us to look beyond the glamour. Click here to read Why you should care: While Cannes is celebrated, it's also a subject of debate. This article digs into the critical question of whether the festival truly represents the diverse, global creative landscape or if it's becoming an exclusive club. For anyone in the advertising or marketing space, it's crucial to understand these underlying dynamics. More from this week Mokobara's Diljit Dosanjh Ad: A Splash of Sci-Fi, Humour and Déjà vu Indian Pay DTH sees 1.3 mn subs drop in Jan-March: TRAI Box office grows 27% in 2025 but Bollywood remains worried Transparency is good but some opaqueness in audience data is essential to protect media value: Zee's Ashish Sehgal WPP media's EssenceMediacom wins Nilkamal's media mandate What a week it's been for the media in India and globally! From creative triumphs at Cannes to pivotal decisions in Bollywood's future, the conversations are as dynamic as ever. This is precisely why we love bringing these insights to our community – to collectively unravel what's next. Tag us on LinkedIn (ET BrandEquity) with your thoughts. Stay tuned for the next edition of the Media & Entertainment newsletter, coming to you every Friday. Until next time, stay sharp and keep creating! —Team ETBrandEquity