Direct, promo and activation categories get going

“Yaar, soch agar chhole bhature mil jaayein abhi!"

No sooner had we finished our breakfast within a couple of hours of taking off from New Delhi, Ajay Gahlaut (ECD, Ogilvy) and I were already fantasising about hot, oily, spicy North Indian fare.

That's what the very thought of staying away from home for a full week does to you, even if you’re on your way to the south of France.

Quaffing some rather palatable Riesling Wine and ruminating over our past trips to the Riviera (the details of which cannot be shared, of course), Ajay was soon lost in months of Game of Thrones, while I caught up with some much needed sleep.

A row ahead, my colleague and Euro RSCG’s managing partner, Sushant Panda, was either watching some movie or sleeping, a tad hard to tell, considering he was wearing his cool shades.

Later, we roamed the Munich airport for Bratwurst and German beer but didn’t have enough time, so soon gave the hunt up.

I’m writing this on board our second flight. Luckily, the Munich-Nice trip is a short one.

Meanwhile, it’s Day One at Cannes Lions 2012 and the Direct, Promo and Activation shortlists must be out by now.

Like I mentioned yesterday, more and more brands are now connecting directly with consumers through activation and experiential marketing.

Which is why this category is among the most innovative and I’m looking forward to seeing the winners.

Amongst the seminars today, there’s the Social + Mobile + China one that should’ve been very interesting.

Another gripping story would’ve been the GSP@Cannes, where the UFC champion fighter, Georges St-Pierre, was to speak about how he used the social media to become a celeb whose brand went beyond his sport.

UFC is the largest mixed martial arts promotions company in the world. It hosts most of the top-ranked fighters in mixed martial arts and also produces events across the globe. GSP, as Georges St-Pierre is popularly called, is one of the most recognisable UFC champions in the world, ranked the number one in the welterweight category. Welterweight is heavier than lightweight, but lighter than middleweight in combat sports such as mixed martial arts.

Coming back to Cannes: Things are warming up there. The shortlists and metals will come thick and fast.

Meanwhile, we’re now on the final leg of our journey from Nice to Cannes. This is by road. Even the weather feels French now.

 

The author is managing partner & chief creative officer - EuroRSCG India