The sun is relentless on the Croisette.

As I walk past sprawling beach clubs, yachts bobbing in the Mediterranean and an endless sea of lanyards, the celebratory spirit of Cannes is impossible to miss. It is a festival of familiar faces, late-night conversations, young creative minds, remarkable work and endless opportunities to connect.

But step inside the Palais, and a different picture emerges.

The biggest takeaway from Cannes this year isn't just the work on stage. It's how much the definition of creativity has expanded.

Not because creativity has changed, but because the world around it has.

The questions inside the jury rooms are tougher than ever. Creativity alone is no longer enough. Every idea is being evaluated through multiple lenses: craft, strategy, cultural relevance, business impact, execution and long-term value.

Ideas today are expected to do more than capture attention. They must move culture. And that may be the biggest shift happening in our industry. Every festival celebrates creativity. What makes Cannes unique is the exchange of ideas it creates. You leave not just inspired by the work, but challenged by the conversations around it.

One thought kept returning throughout the week: ideas have to be woven into the fabric of society.

We have access to more technology, more AI and more tools than ever before. But technology doesn't create cultural relevance.

Human instinct does. It takes curiosity, empathy and observation to turn logic into an insight that genuinely makes people feel something.

That thinking was visible in much of the work taking home Lions.

Closer to home, India's work reflects the same evolution.

Indianis Dentris transformed worn toothbrushes into rare flowers, changing hygiene behaviour through visual discovery. The 'Unofficial Sound of F1 turned' an engine note into a brand mnemonic by tapping into fan culture. And 'The Kolhapuri' reminded us that cultural strategy isn't always about finding something new. Sometimes it is about helping the world see something familiar with renewed respect.

Different ideas. Different categories. Different markets.

Yet they all share the same foundation.

The strongest work today is born where creativity and cultural strategy meet. One creates relevance. The other creates impact.

Increasingly, great ideas require both.

For India, I find that incredibly energising. We are one of the richest cultural markets in the world. Few countries understand people, rituals, language and behaviour with the depth that we do. Our stories are everywhere. The opportunity is to transform those stories into work that resonates globally.

As the canvas of creativity expands, so does our opportunity. We must continue making work that doesn't simply reflect culture but helps shape it. Soon, the Croisette will quieten down, the beaches will belong once again to the people of Cannes, and the Lions will begin their journey to 2027. But the ideas, debates, and questions raised inside the jury rooms will continue to influence our industry long after the festival is over.

And perhaps that is the biggest lesson from this week.

The canvas is getting bigger.

So should our ambition.

Let's get back to work.

The author is group chief creative officer, VML India.