Film Craft was the best-performing category for India on the second day of the Cannes Lions International Festival of Creativity. Ad Film Maker at Corcoise Films India, Prasoon Pandey, who was the Jury President for the category this year had the additional task of addressing the dispute around the work entered for Jindal Steel & Power as well, in a manner that kept the jury process unbiased. With a Silver and Bronze in the category for Jindal Steel, Pandey reflects on what can make the country's participation stand out more without losing sight of the core objective and his thoughts on the winning work from India.
The Essence of Film Craft
In a conversation with BW Marketing World, Pandey explains that when judging film craft, the jury's main focus was to identify the elements that elevate an idea to another level. He says, "The best craft often remains invisible, seamlessly integrating with the narrative. There should not be a trend in a category like film craft. It should only serve to define and enhance the idea. If you see a trend, then there is a problem."
Pandey emphasises that exceptional film craft enhances the idea without drawing attention to itself. This subtlety is what differentiates good work from great work, making the craft appear almost invisible while significantly elevating the overall impact of the piece.
Celebrating Crafty Work
"The jury was intent on highlighting and celebrating not just awarding crafty work. The Grand Prix winner, for instance, was chosen for its magic in bringing all elements of craft together cleverly, raising the idea to another level," shares Pandey. The Grand Prix winner 'Squaremeter' from Hornbach in Germany stood out across categories, showcasing a perfect blend of various craft elements to deliver a compelling and elevated idea.
"The Grand Prix shines across categories. It's not something you look for; it finds you by standing out distinctly," he notes.
Challenges for Indian Creatives
Speaking on the unique challenges faced by Indian creatives in the realm of film craft, Pandey says, "I feel terrible that work from India does not do as well as it should. One major issue is the limited time spent on crafting our pieces. By the time clients reach out to directors, there is often only a very short window to complete the work, which compromises the quality."
He points out the stark difference in production timelines between Indian entries and those from other regions. While international entries might have 35 days just for music production, Indian teams often scramble to complete their work in a fraction of that time.
Nonetheless, Pandey urges Indian creators to focus more on the creative process rather than rushing through it. He highlighted the importance of allowing adequate time for each element of production to ensure the highest quality output.
The Language Barrier
"Another inherent challenge is that much of our work in India is very language-based, relying heavily on dialogue and lyrics. This often does not resonate with international juries who struggle to understand the nuances," Pandey says.
However, he cautions Indian creatives not to compromise work for the sake of international recognition. Instead, the focus should be on creating pieces that resonate with the local audience, understanding that international accolades, while prestigious, should not be the goal.
"We have to make pieces of work that work for our audience. It is great if something goes ahead and wins an award but we cannot start designing stuff for awards," he adds. This approach ensures authenticity and relevance, leading to genuine connections with the audience, which ultimately translates into success.
Indian Success at Cannes
"The Jindal Steel work was brilliantly edited despite the controversy. On that point, it is important to address any concerns through the proper channels without letting them influence the jury's decision-making process. This is what I had done," he explains, adding that it was important to handle disputes discreetly to avoid "contaminating the jury's thinking". "This ensures that the focus remains on the craft and creativity of the entries rather than external controversies," he says.
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