India makes its presence felt at global ad show

India sent 1,300 entries last year to Cannes Ad Fest, number was down to 1,200 entries this year

As the Cannes Ad Fest, the annual global advertising festival, currently on in the French resort town, ambles on, it would be interesting to know how the Indian contingent has done vis-à-vis international peers.
 

While countries such as the US, UK and Brazil remain global powerhouses when it comes to advertising, India can take heart that it ranks second to Australia in terms of metals’ tally within the Asia-Pacific (APAC) region. With over 80 metals so far at the festival, Australia has the highest number of metals within the APAC region. India, on the other hand, has a tally of 24 metals and is expected to touch last year's tally of around 27 metals by the end of the festival. This, however, will come on the back of lower number of entries sent to Cannes this year over last year.

While India sent 1,300 entries last year to the Cannes Ad Fest, the number was down nearly eight per cent to 1,200 entries this year. Though the conversion rate in terms of metals for India this year works out to two per cent only, it is low compared to markets such as Australia, US, UK and Brazil, where the conversion rate is high, ad industry executives Business Standard spoke to said equalling last year's tally will be an achievement for the Indian contingent.
 

"If we equal last year's number, it would be good because we have only 1,200 entries to showcase at the festival. If we surpass last year's number, then it would be even better because again the pool of entries is lower this year versus last year," K V Sridhar, founder and chief creative officer, Hyper Collective Creative Technologies, said.
 

India's shortlists this year were also higher compared to previous years, Sridhar said, with over 50 shortlists coming in the first few days of the festival. With shortlists for categories such as film, film craft, integrated and branded content yet to be announced, India can take heart that it still has a good chance of racking up a decent number on the leader board, industry executives said.

Last year's tally of 27, for the record, was equal to the number of metals India brought home in 2014. However, India's best outing at Cannes remains 2013 when it brought home 33 metals.