Cannes 2013: ‘We have worked very hard to change the ‘poor execution’ perception’: KV Sridhar, Leo Burnett
The CCO of India subcontinent talks about his agency’s showing at the Festival, and the rise of the Cannes Lion in Indian adland
Jun 12, 2013 02:11:00 PM | Article | Pritha Dasgupta
In conversation with Campaign India, KV Sridhar, chief creative officer, Indian subcontinent, Leo Burnett, reflected on the rise of the Cannes Lion in Indian adland. Indian agencies started taking Cannes Lions seriously from 1994 after Rajiv Agarwal became the first Indian on the jury, he noted.
“For Indian agencies, One Show, D&AD were much more popular because of the Books. Then in 1996 Cannes Lions came back in focus because two Indian creatives, Hexit mosquito repellent ‘How to kill a mosquito’ print ad and Ericsson ‘One black coffee please’ TVC picked up Gold and Silver respectively. That suddenly put an ambition is people’s mind. It also gave a confidence to agencies that we can win even in the Film category,” explained the CCO.
According to him, what also fueled the quest for Cannes Lions was a number of Indian agencies being bought over by MNCs between 1992 and 1996.
“Along with the exposure to the world came the pressure to participate in international award shows. Also from 1998-’99, Donald Gunn launched the Gunn Report and Cannes Lions played a prominent role in it. Back at home, at many creative directors were taking leadership position at agencies and that accelerated the ambition to participate more at Cannes Lions,” he added.
Following India’s first win at Cannes Lions in 1996, Leo Burnett picked up India’s third metal in 2000 for Forte India’s ‘Battery operated toy’ TVC. Known as Chaitra Leo Burnett then, the agency picked up Bronze in the Film Lions category.