The testing ground for Cannes Lions

“People think that I am going to the Jazz festival every year.” Ajay Chandwani, director, Percept Advertising is talking about his annual visit to Montreux, the resort town on the banks of Lake Geneva in Switzerland for the annual advertising festival. He is also part of the jury in this edition of the awards.

 

Unfortunately, that section of people have their months mixed up. While the famous jazz festival of Montreux happens in the month of July, the “Golden Award of Montreux” that awards outstanding work in advertising, digital and events happens in April. 

 

“Over the last three decades, the awards have grown in stature every year. Because of its timing, agencies use this as a barometer on how their work will be received at Cannes Lions,” says Chandwani, who says that Montreux winners usually go on to win at Cannes.

 

That’s because the festival does not have a tradition of giving silver or bronze awards. So if an entry does not win a gold, then being a finalist is considered equal to a silver or a bronze.

 

Among the Indian entries that have won in the past include Hindustan Unilever and Dainik Bhaskar Group (DB Corp). There were also seven finalists from India. The 28th edition of Goldenaward of Montreux Advertising Festival is scheduled this year at Montreux, Switzerland on April 20. The last date for entries is March 17.