This is my first visit to Adfest and I must say it’s an event that I, much like the rest of the Indian advertising industry, have underestimated. I would think it’s just another awards show, but this is standing out for a few reasons.
I got here on Sunday, as I’m judging the work in the Design Lotus and Print Craft Lotus categories.
Firstly, the work that we’re getting to see is very different. Japan has dominated the entries I’ve seen. I’ve been hearing for a while that there are ‘no silly ideas’ in advertising and now I have realised that the expression is so true. It’s good to see entries from Asia, Australia and New Zealand. When one is at awards such as D&AD, Cannes Lions and The One Show, we see a lot of the same work across these shows getting awarded. Here, we’re getting to see local entries of great quality. I’d go to the extent to say that work is ‘crazy’ and it has really surprised me.
The judging itself is different. Whoever has judged the show should be very proud. My co-jurors have been extremely fun to work with. I’ve learnt a lot working with the jury president Pum Lefebure, co-founder and CCO, Design Army, Washington DC. Sometimes I see politics when people judge the Cannes Lions Festival, there’s none of that seen here.
Coming to the people who have worked on the show to bring it together; they’ve done an exceptional job too. We’re seeing them to be pretty friendly and emotional people.
Pattaya is an ideal location for an advertising award. Last night judging got over a little earlier than expected so I went out to see the party scene and it did not disappoint. In fact, it makes the Gutter Bar from Cannes seem like that’s for kids! The weather, food, sun and beach haven’t disappointed too, and I’m pretty sure all the delegates attending are going to have a blast!
The festival starts tomorrow. I have seen the list of sessions and I’m looking forward to attending each and every session with my notebook. I’ll be there taking down notes like a student and will share them in my next blog.
(Raj Kamble is the founder and CCO of Famous Innovations)