Metaverse, AR Will Soon Become More Meaningful & Efficient: Gurbaksh Singh, Dentsu Creative India

This year's Cannes Lions may have concluded, but its reverberations, especially in the Indian subcontinent, are in no mood to taper off. From having bagged a Titanium Lion to launching Dentsu Creative to being named the 'Cannes Lions 2022 Agency of the Year', team Dentsu India couldn't have asked for a better show. In fact, it wouldn't be wrong to say that there was no dull moment for the agency there at all. All ecstatic, we speak with Gurbaksh Singh, Chief Innovation Officer, Dentsu Creative India on his Cannes Lions 2022 experience:

On winning a titanium Lion

For India, a great moment! The thrill of winning a Titanium Lion is hard to describe. I'm proud that a project with creative technology at its core made the list. It demonstrates unequivocally that we have developed a campaign that meets international standards and has the potential to alter culture.

On his favourite campaigns

1. One House to Save Many: https://www.youtube.com/watch?v=cifLx5KkYIA

When the first human entered a cave, he ushered into an era of housing. Over the years, houses evolved from humble caves to status symbols. This idea puts the focus back on the primary job of a house - safety. It paves the way for the future of the housing industry with an evolved understanding of nature. The beauty of this idea is how it is many things at the same time. It is simple yet futuristic. It is primal yet visionary.

2. BYJU’S Master Ji - A tribute to teachers 

It is an honest and sincere portrayal of the struggles of teachers that they were forced to undergo during the pandemic. With schools moving online, teachers were expected to change overnight. It wasn’t easy and that’s what this 10-minute film shows. It is masterfully crafted and exceptionally performed. The best part is that it does not feel like an ad. It is entertaining, evocative and engaging. You can enjoy the film here: https://www.youtube.com/watch?v=xCfS272i5GA

On the evolution of Cannes Lions over the years

The campaigns have evolved from being just TV, print, and radio advertising to now beginning to utilise data, technology, and innovation at the core. 

A great example is Dole and Ananas Anam - Piñatex.

“Design is not just about the product. Design is about responsibility.”

What a brilliant idea to turn byproducts into something that can cut down on carbon emissions worldwide!

On upcoming trends in the industry

Although the term "metaverse" is now often used. Metaverse & AR will soon become more meaningful and efficient to solve consumer problems and enhance the user experiences in daily life. Virtual reality (VR), augmented reality (AR), and Mixed Reality (MR) will soon go mainstream!