Dil maange roar

ADVERTISING: Is there a good reason why India's strike rate at Cannes is so poor?

Remember the old cough drop ad with MGM's lion opening his jaws wide "" to let out a meow? That seems to be Indian advertising's story on the global awards stage. So low has its strike rate been at Cannes. Or is this year different?

Well, things are looking up "" O&M and Rediff have won gold lions so far for Discovery and Midland, respectively, while Leo Burnett has won a silver for a "girl child" ad. Bronzes? Leo Burnett for Dinodia, Everest for Cancer Patients Aid Association, and Madison two, for P&G and Cadbury.

What's more, India's 57 nominations are the highest ever.

Don't rejoice too soon, though. The strike rate doesn't seem to be getting much better. For its 57 nominations, India sent in as many as 738 entries. And nominations mean little, by past experience (in glory year 2003, India had 29, but only six wins). So, is there much for Indian advertising to celebrate?

Not until Indian creative thinks "universal", say some. "The ads which ultimately win the awards have a good idea and appeal to one and all," says R Balakrishnan, national creative director, Lowe, "while our ads get stuck in the local rut."

It isn't easy appealing to a global jury. "When the target audience is sitting home, ads which connect both to global and local audiences are difficult to conceptualise," adds Hemant Misra, senior vice-president, JWT.

A broader explanation for India's poor showing is that the great big Indian market simply isn't so globalised yet for advertising aimed at it to win at Cannes. Most Indian advertising is crafted to appeal to domestic sensibilities, and global juries rarely understand the finer nuances.

"It is true that the jury at these awards look at ads which have universal appeal, while most of our ads are rooted locally," says Jayshree Sundar, president, north, Leo Burnett. But she adds that India needs better technical execution.

Misra, however, feels that it is the idea that wins.

So: will it be another meow? That depends on what wavelength you're tuned to, actually. The Indian market, with all its millions, sure likes its advertising to roar "" but roar the Indian roar, not an artificial one for a jury far away.