“Many measures determine the creative reputation of a country. I personally believe that India’s performance is extremely healthy despite the fact that it didn’t match last year’s numbers,” said Piyush Pandey, Chief Creative Officer Worldwide and Executive Chairman of India of Ogilvy, while sharing his thoughts on Indian adland’s performance at the festival of creativity this year.

According to Pandey, the number of metals will follow but the work should keep getting better and better.

“We have seen many agencies this year join the frames of Cannes Lions but above all the Indian advertising industry has grown by leaps and bounds,” he noted.

“I have met many people in Cannes and from what I gather by their tone and the way they speak about us, India has undoubtedly come a long way from where it was 25 years ago.

“My message to the industry is - don’t worry about the numbers, keep doing great work and the awards will follow.”

Cannes Lions 2023 concluded last week with the Indian contingent bringing home 25 metals (2 Gold, 10 Silver and 12 Bronze). Ogilvy India also brought home the prestigious Grand Prix. Last year India had bagged 47 metals.