It was two days of quite intense, but fun judging for our eclectic bunch. Plus, we had a room with a wonderful balcony to enjoy the best Cannes weather I’ve ever experienced. 

While there was a lot of shifting in the room to rotate who sits under the cold AC draft, the biggest shift was in the definition of the category itself. As Philip Thomas, chairman, Cannes Lions, put it - The category was called Radio & Audio last year, but now we’ve put the Audio before the Radio. And you saw it in the ratio of entries; I would say 10 audio entries to every radio one. 

The other big conversation I heard throughout the festival is how expensive it has become. Not just to attend, but to enter as well. So, here’s a little checklist to help you make the most of your money in the Audio & Radio category, next year. 

Is it really audio?

Is it radio is an easy question to answer. But with audio being the more dominant part of the category, this became a frequent question among the jurors. If the audio isn’t the strongest part of the work, it’s probably not audio. This is especially tricky with big, brilliant ideas with an audio leg. But a good example from the past is ‘Dumb ways to die’. What do you remember the most? It’s the song. And you saw it in this year’s Grand Prix as well - ‘The Misheard Version’.

Idea minus craft is just a concept

A great concept can get you on a shortlist. But after that, it starts getting peeled down to its details. And that’s when craft starts to shine through. So, get into the details of the execution and make sure the mp3 is as delightful as the mp4.

What’s the purpose of your purpose?

Winning awards is not a purpose. And juries have started to see through it. They want to know what’s the brand's right to purpose and how consistently they have invested in it. 

Don’t assume juries will get it

Work is judged across time zones, language barriers, cultural differences, work pressures and finally jet lag. So, it’s really expecting a lot if you are leaving it to the jury to fill in your gaps. Bring your nuances to life in the most emphatic manner possible, so that your idea speaks for itself in the room. 

Write. Write. Write. And you’ll be all right

Juries are still suckers for good writing. And especially in the sub-categories of ‘Script’ and ‘Use of humour’. And it’s quite easy to win in these sub-categories - just write bloody good. 

AI is not an idea. And that goes for whatever is the next tech intervention

These are tools. And they don’t belong to you alone. Everyone has access to them. The one who uses their creative muscle to swing them will be the ones who will be celebrated. I am sure there will be some new tools to play with by next year. Same rules apply. 

Hope this helps India get heard more in the Audio & Radio category, next year.

The author is chief creative officer of DDB Mudra Group.

Also read:

Rahul’s blog: I’m back at Cannes after five long years