My first day at the Cannes Lions – how did I manage to get so amazed and delighted by something I had hyped up for so long?

I had the privilege of going from session to session, witnessing transformative trends in the advertising industry, a new gear of creativity, and its application in ways that have objectively been life-changing.

In 'creativity resurrected', I saw how creativity should not only be at the core of a strategy, but also driving collaboration and innovation. Watching it applied with such impact opened up so many new perspectives.

The discussion on leveraging Reddit communities highlighted the importance of understanding authentic consumer behaviour, without being tainted by the lens of data-collection agendas. By tapping into these rich insights, our strategies resonate better with those they’re crafted for. This is particularly relevant for Indian marketers, who must navigate a diverse and dynamic consumer landscape, across geographies, demographics, psychographics, and regional ethnic sensibilities and tendencies.

AI's role in marketing was another focal point, with leaders from Microsoft and Instrument showcasing how AI will add dimensions to storytelling and enhance the creative process. For India, integrating AI tools can streamline workflows, increase efficiency, and enable more personalised engagements, helping brands stand out in one of the world’s most competitive markets.

The exploration of the evolving CTV landscape emphasised the need for trust and transparency in advertising. With India's CTV market growing rapidly, adopting the best practices in data usage and targeting will be crucial for effective and ethical advertising.

Lastly, the session on content and global audiences reinforced the idea that while content is vital, its true power lies in its ability to engage diverse global, eclectic audiences. For Indian brands, this means creating culturally relevant and universally appealing content that resonates across demographics.

All in all, day one highlighted for me the need for Indian marketers to give creativity its due importance, better harness AI, understand consumer behaviour through genuine online communities, and prioritise transparency in their strategies. I can’t wait to get back and integrate these learnings to bolster the impact and innovation in our marketing solutions for clients.

The author is co-founder and chief creative officer of White Rivers Media.