Guest Column: Diary of a CCC (Complete Companion @Cannes)

Ashwini Deshpande, Co-founder & Director of strategic design consultancy Elephant, takes time to observe all that is happening in and around the 64th Cannes Lions International Festival of Creativity

e4m by Ashwini Deshpande
Published: Jun 22, 2017 9:02 AM  | 3 min read
Guest Column: Diary of a CCC (Complete Companion @Cannes)



The third time around, Cannes still holds the charm with impossible bikini goals and all-day long runners by the beach. Wine still tastes as good and the 9 pm sun shines just as bright.



But once the beauty of Côte d’Azur settles in, one finds the time to look around and notice the flowers and everything else. 



So, here is what I have seen, heard, noticed and felt this time around on the periphery of the Cannes Lions International Festival of Creativity. 







  1. Is Media the message again? Two years ago, the highlight was powerful story-telling and creating conversations. Now, it has moved to story-telling in the most engaging and memorable way using social media in unconventional ways.




  2. Ad-release was last century. What is it you do now? Releasing a Print ad or TVC is probably considered the lowest rung thing to do if you admit to doing it at all.




  3. What? You still call it “new media”? You are Neanderthals if you don’t “do” Digital and viral.




  4. Suits in Wonderland? Deloitte, Accenture, Oracle, IBM and many other consulting giants are out there wooing the creative community. Sadly, most have a very conventional approach. Like just putting up a big…I mean really big hoarding that tells you to meetand greetor some such. As an exception, Oracle had a fun beach volleyball event in the morning that once again set the beach body goals higher.




  5. Your brand is present on all of them. What next? Social media brands like Pinterest, InstagramandSnapchat have taken to creating very engaging experiences by jumping out of virtual into the real world and making the boundaries disappear. Pinterest has a live-connect booth on Boulevard de la Croisette, Instagram has an amazing #wanderandwonder reality experience and Snapchat has taken the experience literally to another height by puttingup a giant ferriswheel right opposite the Palais des Festivals!




  6. Azure S'il vous plaît: Red Carpet may become extinct very soon. The colour is Azure now. Find it all along Boulevard de la Croisette courtesy Waze, the traffic app.




  7. What was the name of our hotel again? Everything, yes everything, is sponsored and branded. The legendary Intercontinental Carlton is dressed up by Shazam, the music app, in ways that completely hide the hotel’s identity. The water we got on our limo ride from Nice airport was sponsored too…by CNN. I believe the Whispering AngelRosé has made its way in all the happening parties. Still looking for the brand on toilet paper…




  8. Print is not about to give up: TheNew York Post is fighting fit with huge promotions for page six, which is also a TV channel by the way. And our very own Times of India pulled some rabbits out of their hat to showcase the Power of Print at their party.






(Ashwini Deshpande is Co-founder & Director of Elephant, India’s top-ranked independent strategic design consultancy, and is at Cannes accompanying her husband Ashish Deshpande, also Co-founder & Director, Elephant, serving on the Product Design jury this year. She was on the Cannes Lions Design jury in 2015.)



Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.

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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

e4m by e4m Staff
Published: Oct 27, 2023 6:15 PM  | 1 min read
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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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Swapan Seth's new book 'COOL' is out

The book is a reflection of the author's 'eclectic taste across categories'

e4m by e4m Staff
Published: Oct 27, 2023 6:07 PM  | 1 min read
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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.

He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.

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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 by exchange4media Staff
Published: Aug 26, 2023 11:48 AM  | 1 min read
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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.

Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.

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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

e4m by exchange4media Staff
Published: Aug 26, 2023 10:54 AM  | 1 min read
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Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.

“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.

“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."

"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."

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e4m by exchange4media Staff
Published: Aug 25, 2023 4:39 PM  | 1 min read

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e4m by exchange4media Staff
Published: Aug 25, 2023 4:38 PM  | 1 min read

KlugKlug onboards Hemang Mehta as Country Manager for Indias

Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments

e4m by exchange4media Staff
Published: Aug 24, 2023 3:35 PM  | 1 min read
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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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