The Hindu Business Line : High on expectations

The Cannes Lions are just a week away. So how is this edition shaping up? After all the moaning and groaning about the downturn, all the posturing about toughing it out, all discreet ‘letting under-performers go’, what will be the adverti sing industry’s response to this very expensive celebration of creative excellence?

Entries are expected to be fewer in number, by all accounts. The very fact that the Festival was accepting late entries till a few weeks ago was cited as indication of pressure on that front. Except that is what they said of Goafest, our very own mini Cannes, and the fact is, this year’s show set a new record for the number of entries received across categories.

Delegate strength, again, is a question mark. Very few people I know (apart from those judging at the festival) even considered going this time around. Most preferred to enter more work at the cost of sending people to attend.

So what can we look forward to this year at the Palais des Festival?

My own feeling is that the work will sparkle like never before. If people are more selective about what they enter, it will only mean that the standard at the preliminary screenings will be that much higher. Which brings us to the next big question: What about India? How will we do this year?

In all fairness, one has to keep in mind that last year was a dream year for us. Twenty-three metals, including a Grand Prix, is not going to happen every year.

Having said that, I see no reason why India should not continue to bask in the limelight. The truth is, we were less badly hit by the downturn – and hit later – than most other countries.

If the quality of work one saw at Goafest is any indication, we are in very good shape indeed in Print, Outdoor, and Interactive. Radio had an absolute gem or two, as did Direct and Ambient. The two categories I am not very sure of are TV (which has never been our forte internationally, for a variety of reasons) and Integrated.

The other noteworthy part of this year’s Lions is the number of Indians on various juries - 11, if I remember right.

Certainly the highest till now, and certainly at least partly because of our strong showing last year.

All in all, it’s going to be a fun few days. Now, if only I were a lover of French cuisine!

(The writer is National Creative Director, Draftfcb + Ulka, and is on the jury to judge advertising in the Outdoor category at this year’s Cannes Lions International Advertising Festival.)