8 hours ago
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)
