Indian Jurors Represent The Radical Ambition Of India On The Global Stage : Josy Paul
Cannes Lions, the international festival of creativity returns to The Palais in Cannes from June 19 to June 23, celebrating the limitless possibilities that creativity and innovation brings to the world of marketing and advertising.
This year, 13 Indian jurors will be judging 13 different categories of works around the globe at Cannes Lions 2023.
As a proud moment for India, we exclusively spoke to Josy Paul, Chairman and Chief Creative Officer, BBDO India, and his take on various elements for Cannes Lions this year. He shared the expectations from the festival of creativity, the entries filed by them, impact of the participation of Indian jurors for global recognition and more.
Starting on the note of 13 jurors representing India this year, Paul said, “India has been making her presence felt at Cannes Lions for quite some time now. Our collective work is influencing and contributing to the world of brands and creativity, with more and more ads created to serve a greater purpose. India's vibrant and diverse culture, combined with its rapidly growing economy, makes it a hub of and for innovation and creativity. We are very much at the centre of where marketing, communication, entertainment and tech meet and I think this explains the rising number of jurors from India.” He further added, “The big band of Indian jurors at Cannes Lions this year are the country’s creative ambassadors. They represent the radical ambition of India on the global stage.”
When asked about a drop in the number of entries from last year, from 901 to 808 entries this year, Paul stated, “ It’s a sign of confidence. Agencies are more sure about the quality of the work they are sending. Personally speaking, I try and go as a pilgrim and not as a judge. I want the work to judge me, rather than me judging the work. That way I receive new things which helps me broaden my mind, gain a deeper understanding of the work, the culture it comes from, and the creative process behind it.”
Furthermore, Paul revealed five campaigns that have been filed by BBDO India this year, namely, Ariel’s- See the signs #ShareTheLoad, Ralson's #NoPressureDelivery, Ariel - See Equal #ShareTheload, WhatsApp's #ScamSeBacho and Ariel’s #ShareTheLoad (long term). These campaigns represent a certain dynamic to the public where we are showcasing the need of the hour which is often ignored.
Paul also told BW Marketing World the about what will be the most important aspect while judging the campaigns. On a very confident note, he stated, “The idea, the idea, the idea! There’s no greater packaging than the idea itself. The context, insight, execution and results help us understand the relatability and impact of the idea better.”
Moreover, since India saw its peak last year at Cannes Lions with 47 metals to its homecoming, the big question was the expectations from Cannes Lions this year to which Paul responded, “I think last year’s performance was so good that the echo factor will put a halo on this year’s work from India as well. The work from India will certainly continue to dominate the show this year. To what extent, one can’t say right now.”
Paul will be judging the category of Creative Strategy Lions at Cannes Lions 2023.
