Our prediction for the Lion haul at the Cannes Lions International Festival of Creativity went terribly wrong. While we thought we would get something in the region of 30 Lions, we fell short as India’s tally ended at 18.

Why, one would ask? 

In the last few years, the jurors for the Lions have been looking for purpose-driven work. However, this year many believed that there is a shift to work that has entertained with a hint of humour. Majority of India’s work was purpose-driven, as seen in our ‘India at Cannes’ series.

A common complaint among the Indian contingent at the festival was the jury and the composition of it. Many claimed that in an attempt to ‘tick off diversity goals’, the standard was compromised. Without naming certain countries and jurors, a few agency leaders were pretty upset about it and stated that other international advertising awards could end up gaining prominence because of this.

However, in conversation with Manifest, Simon Cook, chief executive, Lions, rubbished those claims. He stated that the jury selection reflects society more than the industry, and with the nature of work changing, a diverse mix is required, especially for some of the newer categories. So, perhaps it’s a case of sour grapes.

In our June issue, we also manifested team India going one better than last year and winning the T20 Men’s World Cup. And that came good, courtesy of a team effort. And it was great to see how each of them credited the other, a great show of camaraderie, which is sometimes missing from the world of advertising. ‘Credit culture’ has been long spoken about, and how those who have worked on the campaign are missing from the global award shows.

Probably that can correct our Lions tally.

And if it were a case of the jurors not understanding the work, next up on the global stage come the London International Awards in Las Vegas. Time to show our mettle there?

Disclaimer: Manifest is the India partner of the London International Awards. This article first appeared in the July issue of Manifest. Get your copy now!