Each year, the Cannes Lions International Festival of Creativity recognizes the best of the best in the world of advertising and branding. This year, India has once again made its mark with multiple wins across different categories. Aalap Desai, co-founder and chief creative officer of tgthr., recently shared his insights on the secrets behind India’s success in an interview with Campaign India.
The Power of Collaboration
According to Desai, one of the key factors behind India’s Cannes success is collaboration. He believes that collaboration allows for diverse perspectives and ideas to come together, resulting in winning campaigns. In a country as diverse as India, collaboration is a natural part of the creative process, and this has been reflected in the quality of work produced.
Desai also emphasizes the importance of collaboration between agencies and clients. He believes that when agencies and clients work together as partners, it leads to better understanding and execution of ideas. This collaboration is essential for campaigns to truly resonate with the target audience.
The Untapped Power of Indian Narratives
Desai also highlights the untapped potential of Indian narratives in global branding. He believes that India has a rich history and cultural heritage that can be leveraged to create unique and impactful campaigns. He encourages brands to embrace and celebrate their Indian roots, rather than trying to fit into a global mold. As reported by afaqs, Desai says, “Our stories are unique, and that’s where the power lies. We need to celebrate our stories and our culture, rather than trying to mimic western ideas.”
Cannes Homecoming: A New Era of Collective Recognition
This year, Indian agencies and brands have seen a significant increase in their wins at Cannes. Desai believes that this is a sign of a new era of collective recognition for Indian creativity. He says, “We are seeing a shift from individual recognition to collective recognition, which is a great sign for the industry.” This recognition not only boosts the confidence of Indian agencies and brands but also puts India on the global stage as a creative powerhouse.
Creatore’s Take
At Creatore, we understand the power of collaboration and the impact of embracing our Indian roots in branding. As a leading creative agency in Chandigarh, we believe in working closely with our clients to create impactful and culturally relevant campaigns. Our team of experts in branding, content, and digital marketing can help your brand stand out in the global market. Contact us today to learn more about our services and see how we can help your brand reach new heights.