Cannes 2015: Nine Days of Inspiration: Carlton D'Silva
Carlton D'Silva, CEO & COO of Hungama Digital Services, roots for his favourite entries at 2015 Cannes Lions
So it’s that time of the year again when the Ad world huddles up to gauge if they have enough of entries to make them the top agency of the world (or at least win a Lions cause that is prestigious enough). The last time I was at the Cannes Lions was when I was on the Cyber Jury (a couple of years ago) and my experience there was not that of a delegate rather than that of the Juror. I still remember Jose Borghi of Borghi Lowe got all of us on the Cyber Jury caps that read ‘No Sun for Me’ in the front and ‘I’m on the Cannes Lions Jury’ at the back. That was not entirely true though, we did manage to get a couple of hours of daylight (thanks to the long days in Cannes). But the experience was more work and less attendance to the many super sessions on hand.
This time I am going to be is pure delegate mode and I am especially looking forward to the Lions Innovation. It’s the first year for this new category of awards and it also shows how Cannes is evolving and preempting mediums of Advertising. Besides experiencing the many innovations across the globe the talks are interesting too. They range from the use of data to storytelling to anthropological constraints to Virtual Reality to Robotics. Quite Exciting for a person in the digital domain. Gregory Roekens talk titled ‘What will happen when Brands becomes AI and Customer becomes Robot’ should be interesting along with Nick Halstead’s talk titled ‘Social Data is the new Don Draper’.
As usual the Cannes Lions festival also get in a few celebrity speakers. The last time I was there Jack Black and Lou Reed (they were put up in the same hotel as me hence I remember them). This time it’s David Coultard, Viola Davis, Marilyn Manson, Adrian Grenier, Natalie Imbruglia, Kim Kardashian West, Jaimie Oliver, Mark Ronson, Monica Lewinsky, David Guetta, but the ones I am looking forward to most are Sir Kenneth Branagh, Al Gore, Pharrell Williams, Julia Loius-Dreyfus & Brian Grazer.
We also have Advertising Celebrities like David Shing, Sir Martin Sorrell, Matt Eastwood, Prasoon Joshi, Maurice Lévy, Jeff Goodby, Chuck Porter, Rei Inamoto, Bob Greenberg, Sir John Hegarthy, Rob Reilly, Kentaro Kimura … There are just too many to put down.
I believe the toughest task for any delegate is trying to juggle between the many talks, workshops and hoping you pick the right ones to attend. You will miss a few good ones as you cannot be at two places at one time but I hope I pick the right ones.
Which gets me to the final bit of this piece. The Work.
I am sceptical about India garnering a big haul of awards as much as it did last year but I see the VW print ads, the Nutralite - Health Cha Shree Ganesh Campaign and the Lux Perfume Potraits along with the Life Saving Dot bringing home some metals.
On the International front the print campaign I would love to see win would be the one done for Scrabble and the A.C.Camargo Cancer Center - Cancer Prevention (Fairy Tales). Simple but just Brilliantly done.
In Cyber, Momondo - ClickTwo Travel (https://youtu.be/iIfGEtutsB0), Canal Sony - Skip Ad Festival (https://youtu.be/RJXfOxrnMu8), Soundcloud - The Berlin Wall of sound (https://youtu.be/ 3mUswgVQePU), Squarespace - Jeff Bridges Sleeping Tapes (http:// www.dreamingwithjeff.com/), WWF - Endangered Emoji (https://youtu.be/v26WWHUwj38), Puerto Rico Tourism Company - #BostonBlizzardChallenge (https://youtu.be/qolZOzAoeQw), Geico - Unskippable Ads (https://youtu.be/pvcj9xptNOQ), G Shock - Five Minutes (http://fiveminutes.gs) & Google - Explore Loch Ness in Google Maps (https://youtu.be/-HZfKMNipqA) stand a good chance of grabbing metals. The Big Winner will be Honda Type R - The Other Side (http://www.hondatheotherside.com/?x=en-gb).
Considering it’s the first year of Innovation it would be a bit difficult to predict the winners but here’s a few that I believe would make the mark. Hammerhead Navigation (https://vimeo.com/90542803), Optus - Introducing Clever Buoy (https://youtu.be/Wv5b4jwABiw), Friends of Nature - Rebirth After Reading (https://youtu.be/ ZH5kyCaC7oc), Volvo Lifepaint (https://youtu.be/CfWzeGlaFvI) & Huggies - Meeting Murilo (https://youtu.be/KD0AC43fc_4). From India I believe the Life Saving Dot (https://youtu.be/Sclg_AfGzcE) should hit the spot.
New this year is the Glass category and I believe Always - #LikeAGirl (https://youtu.be/XjJQBjWYDTs) and the Lux Perfume Portraits (https://youtu.be/vsz_6HvDd5E) should pick up some metals.
A category that is on the rise is Branded Content and we will see a number of awesome content here but these are the ones that would be my pick. Rums of Puerto Rico - 450 Years of Rum (https:// youtu.be/IgjSNDF9QcQ), Pedigree - First Days Out (https://youtu.be/ 7KIYoe16q9Q), Kahlua - The White Russian (https://youtu.be/ f283Jwt2ePo), Land Rover - The Ultimate Surprise (https://youtu.be/ DlRuD0mWDds), Nike Football - The Last Game (https://youtu.be/ Iy1rumvo9xc), Beats by Dre - The Game Before The Game (https:// youtu.be/v_i3Lcjli84) & Peanut Butter Cheerios #HowToDad - Dadhood (https://youtu.be/6GYxH2-WeZY).
In Film, John Lewis - Monty The Penguin (https://youtu.be/iccscUFY860), Sainsbury’s - Christmas Miracle (https://youtu.be/ NWF2JBb1bvM), 1one production - Jesus (https://vimeo.com/ 118529138), Canon - The Come and See Series (https://youtu.be/CVEwB1PjZmo), Nike Football - Winner Stays (https://youtu.be/3XviR7esUvo) and Nike Golf - Ripple (https://youtu.be/CdhWhgA8Y0A) seem to stand out.
In Film Craft, Coca-Cola - Coke Thirst (https://youtu.be/AFOzaAYqaM8), Lurpar Spreadable - Freestyle (https://youtu.be/dBE7GuGQLGo), Guinness - Made of Black (https://youtu.be/hIvHZFB-iYU), Honda - Endless Road (https://youtu.be/5u95Zc7AbDM), OK Go - I Won't Let You Down (https://youtu.be/u1ZB_rGFyeU) and Honda Type R - The Other Side (http:// www.hondatheotherside.com/?x=en-gb) are a class apart.
We had a few innovations in Mobile and Outdoor too. In Mobile, L'Oréal Paris - Makeup Genius App (https://youtu.be/G1z2Od5lIsA), Melbourne Writer's Festival - Twists & Turns (https://vimeo.com/ 112890002) & Mercedes-Benz - Build a GLA on Instagram (https:// vimeo.com/120258505) were interesting. Premier Foods - Mr. Kipling 'Life is better with cake' Poster (https://youtu.be/SGkpf8f4mJQ), Battersea Dogs & Cats Home - LookingForYou (https://youtu.be/jFJrrJgw5iw), Women’s Aid - Bruised Woman (https://vimeo.com/108381287) and Samsung - The Safety Truck (https://youtu.be/ ZetSRWchM4w) pushed the boundaries of Outdoor advertising.
And finally Direct saw a number of interesting routes namely States United against Gun Violence - The Gun Shop (https://youtu.be/1nAfWfF4TjM), Ikea - Experience the Power of A BookBook (https:// vimeo.com/108193826) and Nutralite - Health Cha Shree Ganesh (https://youtu.be/aRYfhn0kNe0). Honda and Nike are brands that could be big winners this year.
And now, Inspiration awaits …
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
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“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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