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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)
Rakyat Post
30-04-2025
- Entertainment
- Rakyat Post
Is It Wallpaper-Worthy? Apple Features Malaysian Content Creator's Photo
Subscribe to our FREE Malaysian digital content creator Azmeer Iskandar (@aazmeeriskndr) has once again captured global attention with his photography. His latest image – a mesmerizing shot of a person reaching toward a circular air bubble while submerged in a swimming pool – was recently featured on Apple's official Instagram page, which boasts over 34 million followers. This isn't Azmeer's first time in the spotlight. In January 2020, Apple showcased one of his photographs: a striking image of a man climbing a tall coconut tree on a beach in Rusila, a village in the Marang district of Terengganu. The photo, taken with an iPhone XR, garnered more than 450,000 likes and was widely celebrated for its authentic portrayal of Malaysian coastal life. Azmeer's repeated recognition by Apple has sparked a wave of national pride among Malaysians. Social media platforms have been flooded with congratulatory messages, with many expressing admiration for his talent and the way his work showcases Malaysia's beauty to the world. Other Malaysians have also been featured on Apple's #ShotoniPhone campaign Azmeer is not the only Malaysian whose talents have been recognised by Apple. For example, photographer Dinie Aiman's serene photograph of a man gazing over paddy fields in Kampung Sahabat, Perlis, Dinie said she captured the photo with an iPhone 7 Plus, the image was praised for its tranquil composition and poetic caption. Image: @dinnyaiman Muhammad Faris Danial Mohd Faizal (@farisofar) is a young photographer from Selangor who had his image of a dreamy paddy field in Sabak Bernam featured by Apple in September 2020. He used an iPhone XR to take the photo and it was lauded for its calming ambiance. READ MORE: A father's close-up shot of his son's eye, illuminated by the sun, was showcased by Apple in October 2021. Badrul Akram Badaruddin (@bartdrul) took the photograph with an iPhone 12 Pro Max. The intimate photo resonated with many for its emotional depth. At just 17 years old, Ling Hou Wah's (@houwahling) minimalist photo of a girl sitting alone on a pier at Kepong Metropolitan Park was featured by Apple on 1 January, 2022. Captured with an iPhone 12 Pro Max, the image was celebrated for its peaceful composition. These photographers exemplify the rich talent present in Malaysia, and their recognition by a global brand like Apple underscores the country's growing influence in the world of mobile photography. The next time you take a photo, put the hashtag #ShotoniPhone in the caption. You never know, your picture might get featured! Share your thoughts with us via TRP's . Get more stories like this to your inbox by signing up for our newsletter.
