I See Young Talent Hungry To Make A Difference & Set A Mark On The Global Stage: Ahmed Aftab Naqvi

With only five days remaining, the global creative community is anticipating the arrival of the Cannes Lions International Festival of Creativity 2023. Moreover, the Indian advertising industry is preparing to put its strongest foot forward to represent the country.

13 Indian jurors will judge 13 distinct categories of works from around the world at Cannes Lions this year. 

For today’s edition, we spoke to one of the jury members, Ahmed Aftab Naqvi, Global CEO & Co-founder of GoZoop Group, sharing his expectations from the festival this year, criteria to keep in mind, and the representation of India at the global level. 

As Cannes Lions is knocking on the door, to gain insights into his expectation from the festival this year to which Naqvi expressed, “ The Cannes Lions Awards, bearing a legacy of over 70 years, holds an elevated status on a global scale as it acknowledges and nurtures creative excellence in the field of advertising and communication. The ever-ascending quality of its selections is a testament to the role it plays in setting global standards for creativity. I’m quite assured that what we will witness will be the most stellar, outstanding pieces of work that don't follow trends, but set them. Cannes Lions also represents the highest standards of governance and extremely fair jury practices which ensures that only the best work comes out.”

While addressing the requirements for winning a campaign at Cannes Lions, Naqvi shared vital insights into his perspective. He stated, “It is essential to see how a real problem - whether for a business, for society, or an individual - is being solved creatively with measurable impact. Work should not be created just to win an award, It is easy to spot such work and the strongest processes along with jury deliberations will always weed it out. 4 things, or 4 ‘i’s can be kept in mind:

Insight and strategic thinking. Winning works demonstrate a well-defined strategy that aligns with the brand’s challenge while having a deep understanding of the right audiences and platform. 

The idea that solves a real problem leveraging creativity. Award-winning works often showcase originality, fresh perspectives, and innovative ideas. They push creative boundaries and challenge the norm, captivating the audience with unique and interesting ways to solve the problem.

Implementation of the idea & execution that is done well. Attention to detail and a high level of finesse are essential aspects of a winning entry. The execution should be flawless, with impeccable production quality and a keen focus on aesthetics, whether in print, audiovisual, or digital formats.

Impactful Results. Winning works should have a tangible impact on the intended audience and achieve measurable results. Whether it's an increase in brand awareness, sales, increase in CLT, engagement, etc the effectiveness and real-world outcomes of the campaign are critical for it to have a chance of winning.

And don’t forget to dot your I’s with imagination and ingenuity.”

Furthermore, when asked about the impact of Indian jurors on the creative industry as well as on the global recognition of India, Naqvi strongly shared his viewpoint stating, “The work from India that is making a mark at the global level stands out for its originality and freshness while solving challenges as well as for the effective use of cutting-edge technology. With its unique blend of tradition, innovation, and passion for excellence, India's talent is poised to continue leaving an indelible mark on the global creative stage.” He further added, “Over the years, advertising stalwarts like Alyque Padamsee - who was the first Indian jury member at the Cannes Lions, Mohammed Khan, Piyush Pandey - who had won the Lion of St. Mark award in 2018, Prasoon Joshi - who was the first Asian head of Titanium & Integrated Lions jury at the Cannes International Advertising Festival, Josy Paul, Angelo Dias, and others have shown the path to ignite and channel creativity in the Indian advertising industry. Campaigns like ‘Lead India’ by Times Of India which was the first Indian ad to have won the Cannes Lions Grand Prix have been water-shed moments to inspire. Being part of the jury, as an independent advertising company owner is also important for the thousands of independent advertising companies in the country. Today I see young talent hungry to make a difference and set a mark on the global stage which is immensely promising for the future of the Indian Creative Advertising Industry.”

Naqvi will be judging the category of Creative Commerce Lions at Cannes Lions 2023.