The Indian advertising industry is considered a powerhouse of creative talent. That Cannes Lions 2023 will have 13 Indian jury members judging different categories of work from around the world is testimony to the fact. In our Cannes Jury series, e4m speaks to the adland biggies for their take on the concept of creativity, expectations as jury members and much more.

We reached out to Ahmed Aftab Naqvi, Global CEO & Co-Founder of GOZOOP Group, one of the jury members from India who told us that a winning campaign for him is one that has the creativity and the courage to impact lives along with a problem-solving quotient. He also said that the Indian talent is increasingly being recognized on the global stage which proves that we are on the path of excellence. 

Edited excerpts from the interview: 

With 13 Indian creative leaders on the Cannes Lions jury, how is the world perceiving the Indian advertising industry?  

Indian talent and creativity is being increasingly recognized on the global stage which clearly shows that it is being perceived as some of the best in the world  Credit goes to the legends of the Indian advertising industry who have worked tirelessly over decades to bring Indian advertising to a world class level. Non-network, independent agency owners getting representation reflects the strength and promise of the industry. It also shows the direction in which our country is heading and the glorious future that lies ahead — full of promising ideas powered by the ideals of our culture. 

How has the definition of creativity changed over time? 

Creativity is to perceive the world in new ways, finding hidden matters, making connections between seemingly unrelated variables and bringing something new into this world to generate a solution. This definition of creativity has not changed much over time; however, its role and usage certainly keep evolving to meet the requirements of the present and future to help drive progress for individuals, societies, and businesses. 

What constitutes a winning campaign? What criteria will you keep in mind? 

Firstly, is there an idea that solves a real problem? Secondly, is it creatively conceptualized and executed? It cannot be creative for creativity's sake. Is it creative enough to be worthy of a Cannes Lions? Lastly, has it created a desired positive impact on the problem which was intended - did it move the needle in a measurable way? Was the impact authentic and intended to solve the problem or just to win the award? 

Will parameters like inclusivity and diversity gain brownie points, especially when many brands have been accused of woke washing? 

Campaigns should never be designed or done to win awards or brownie points but done to genuinely drive progress for individuals, society, or businesses... At Cannes Lions, the high level of systems, processes, and pedigree of the jury ensures that only real work gets shortlisted. Authentic creativity wins, woke-washing and trend-riding doesn't.

What are you expecting from this year's Cannes? 

The best, the gold standard of work done from across the world in advertising being recognized and celebrated. And while we are doing so, getting immersed in a serendipitous mélange of creative thoughts, ideas, and perspectives from across the world.