Category: Advertising

Kantar’s Soumya Mohanty on adapting creative strategies for the digital landscape

Soumya Mohanty, Managing Director and Chief Client Officer- South Asia, Insights Division, Kantar

Soumya Mohanty, Managing Director and Chief Client Officer- South Asia, Insights Division, Kantar, shares how South India demands original ads and not recycled ones, importance of emotions in advertising, what brands can learn from Surf’s Daag Achhe Hai/Stains are Good and more.

Give work the chance to find its own greatness: Rahul Mathew of DDB Mudra Group

Cannes is increasingly becoming a show about creativity that leads to strong results. The more time your work gets in the market, the more results you get to play with, says Rahul Mathew, Chief Creative Officer, DDB Mudra Group.

Rahul Mathew, Chief Creative Officer, DDB Mudra Group, reflects on India’s performance at Cannes Lions this year. He notes that the more time one’s work gets in the market, the more results one gets to play with.

Lloyd Mathias on how to tackle false and misleading advertising sensibly

As per business strategist and independent director Lloyd Mathias, the use of technology like AI helps to suss out offending content before it gets amplified. (Image source: Unsplash)

One of the solutions that business strategist Lloyd Mathias suggests is having an industry wide rating system for responsible advertisers on the lines of CRISIL evaluating credit risk of loan takers. Every misleading ad (as decided by an independent body like ASCI) lowers the Advertiser’s rating score.

One black coffee, please: The ad that won India her first Lion at Cannes

As one can see in the film, Chopra’s face falls when Kapoor mistakes him to be the waiter and places her order, but he manages to beat a dignified retreat. The shot lasted seven seconds, which, as per Prasoon Pandey, is very long. To highlight that Chopra’s heart broke, there was the sound of glass breaking in the background. (Stills from the campaign)

India picked up 18 prizes at the recently-concluded Cannes Lions International Festival of Creativity. But how many remember the country’s first win at Cannes?