A young creative duo from Bangalore will represent India at the Cannes Global Young Lions competition
Who decides what a smart line is anyway? Who certifies an ad as a piece of brilliance? Who passes the ultimate judgment on what a ‘bright’ idea is? To hell with creativity being subjective, when it comes to advertising, a laurel that travels all the way from Cannes is the last word. Somewhere between the trying early years of being ‘budding’ creatives to maturing into ad gurus, if you want anything of a legacy, a Cannes Lion is to aspired, coveted and yearned.
For 21-year-old Shruti Sadani who has been in the dizzying space of advertising for less than a year, the proximity to the desired ‘Lion’ has come early. The young copywriter along with her art partner, creative supervisor, Pradeep Ravindran, is now in the beautiful city of Cannes along the French Riviera.
How and why did the duo got there? The team of creatives from the advertising agency Mudra was handpicked as winners of the AAAI Cannes Young Lions 2001 for their ad, to represent India at the Cannes Global Young Lions Competition. The jury that deemed the duo’s creative worthy included chief creative officer of contract advertising, Ravi Deshpande, national creative director of Saatchi & Saatchi, Ramanuj Shastry and creative partner at Dentsu, Adrian Mendonza.
The topic was ‘Don’t use animal tested products’, says 27-year-old Ravindran. And what idea did the duo come up with? A supermarket bill. While it may look like any other bill, look closer and one realises that the cost one pays on products tested on animals isn’t just monetary.
Sadani says they cracked the idea and saw the ad to completion in a day’s work. “We brainstormed in the morning and by evening we had executed the idea and sent it as our entry for the competition.” While they will be part of various workshops, the highlight of the team’s eight-day trip to France will be the opportunity to compete with participants from 30 countries. “We will be given 12 hours and a topic on which to think of an ad,” says Ravindran. But how exactly do you prepare to be more creative? Sadani says, “There’s no answer to that.” But she says the duo did make sure they keep pace with the best of the latest advertisements around the world and she confesses, “We’re totally excited.” Who wouldn’t be?
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