The Indian advertising industry is all set for the upcoming Cannes Lions festival. This year we have 13 Indian jury members, judging different categories of works from around the world. As part of our Cannes Jury series, we have been asking these jurors for their take on creativity, expectations as jury members, and much more.

For today’s edition, we spoke to Sukesh Nayak, Chief Creative Officer at Ogilvy India. He will be judging the category of Creative Data Lions.

Nayak spoke to us about creativity and how passionately he looks forward to getting reenergized and inspired by the festival of creativity.

Excerpts:

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

I think we have been acknowledged on the global platform much earlier than now. Piyush Pandey was the first integrated jury chief from Asia in 2004 and there have been many leaders who have been featured on the Cannes page. India as a country has always been recognized, rewarded and celebrated at Cannes in the last two decades

Recently, the work that is coming out of India has broken the classic stereotype expected from our country. It is no more just about a great film, a great campaign or a great idea, or a great radio spot or activation. I think we are defining a big game-changer in the business of advertising, which is why India is coming under the spotlight.

There was a time, we were portrayed in a certain way. We are developing, and I'm glad we have been recognized. There used to be a time when ideas used to come to us, and now we are giving ideas to others.

How has the definition of creativity changed over time?

In our business, creativity is meant to solve a problem. We are a commercial art and we should not forget that ever.

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

I want authenticity in the idea. I look for real work and want to understand why you do it and what was the need for the brand to do it. Does the brand really do it authentically or is it something done just to impress the jury? Has it come from the roots and is it a part of what you stand for? What do you engage your audience with? When you surprise them with your thinking by doing something brave and in such a magical manner, that's what I am looking forward to. I am looking forward to authenticity, realness and surprise elements.

What are you expecting from this year's Cannes?

I want to come back inspired. It truly bends my mind in multiple ways. Every year in Cannes after seeing amazing work, I think we can do much better. It is a good way to re-energize and come back with a lot of potential that we can do.