Cannes Lions 2024 begins today: Will India roar loud this year?
Arisen with the sun today are a lot of expectations and jitters for the Indian adland as it is the day one of coveted Cannes Lions Festival of Creativity. Touted as the Oscars of the ad-world, the Lions celebrate the best of global creative work in the space of advertising. Banking on 826 entries sent across categories, the Indian contingent is trying to chase the high of its best-ever performance at the festival of 2022 where it bagged a total of 47 metals, including two titanium Lions. Last year, the country grabbed 25 metals, 53.19% percent less wins compared to the previous year.
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Understanding the Entry Mix India has had a strong history of winning its brightest metals in the Film and Direct categories, where it usually sends its highest number of entries as well. However, for the last few seasons, there has been an evident rise in some new-age categories as well, like Sustainable Development Goals, Industry Craft, and Creative Business Transformation. In fact, last year, the country did not pick a single metal in traditional categories like Print, Radio & Audio, and Outdoor. This year, the Indian contingent has placed its biggest bet on Brand Experience and Activation category with 89 entries, followed by Media (81), Direct (79), Film (54), and PR (52). The lowest number of entries have been sent in Luxury & Lifestyle (2), Entertainment Lions for Gaming (3), Creative B2B (4), and Pharma (5). Predicting the Performance Off to a good start, the Indian contingent has already secured 38 shortlists so far. Going by the data, India, on average, has an entry to win conversion rate of 3.08% over the last six years, with the best being 5.12% in 2022 and 1.7% in 2019. If this trend is to continue, statistically the Indian contingent can get back home with at least 25 Lions. However, despite the growing trend of inculcating data in creative outputs, the results can be quite surprising. Entries accessed by e4m ahead of the awards include quite a few promising candidates including the Lions favourite ‘Share The Load’ created by BBDO for Ariel, last year’s Gold winner from FCB India “Untangling the Politics of Hair”, and Denstu Creative’s “Deep Connect” for Motorola that has already achieved a few shortlists, including many others. Overall, it is an interesting year for India with a number of tech-led campaigns representing modern Indian creativity at the French Riviera, along with campaigns with a strong social connection. Such campaigns have always had an impressive run at Cannes Lions Festival of Creativity. But before the curtain unrolls and the industry gets into the celebratory euphoria, here’s looking back at India’s performance at Cannes Lions 2023: For more updates, be socially connected with us on
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