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Q: India brought home just 18 metals at Cannes Lions 2024, its lowest tally since 2019. Does this say anything about the status of creativity in advertising in India?
A: It is too sweeping to conclude anything about the status of Indian creativity in advertising on the basis of how many metals have been won. It’s like saying that Australian T-20 team is worse than Afghanistan team. Sometimes it happens. But one can’t paint the universe of a country’s creative capabilities on a year of the so-called medal tally. During the last so many years, medal tally has gone up too on many an occasion. At that time, we never concluded that creative industry standards in Indian advertising had gone up. It’s all in the game.