KNOWLEDGE SERIES - TOI X WARC X CANNES LIONS
Over the past three years, WARC, the definitive voice on global marketing effectiveness, and The Times of India, the country’s leading media house, have facilitated an industry-wide dialogue by engaging leaders and driving conversations in the marketing and advertising ecosystem. This initiative has brought together experts, driven insightful discussions, and contributed to the growth of marketing as a discipline in India.
In the first year, The Times of India and WARC explored the theme of “Unlocking Creative Effectiveness” through a panel discussion with industry experts. In the second year, the focus of the evening was on the “Creative Catalyst”, accompanied by a lively debate on whether long-term brand building is an unnecessary indulgence in the age of digital.
Building on these past successes, in the year 2024, Knowledge Series saw Cannes Lions also joining hands to promote the cause of creative effectiveness even further.
In its 3rd year, The Times of India, in collaboration with WARC and Cannes Lions, hosted Cannes Lions Unpacked in Mumbai, showcasing the best in creative marketing and communication. The event featured top campaigns and trends that have shaped the global creative landscape, supporting The Times of India’s mission to make world-class creative ideas accessible to its ecosystem and inspire creative growth in India.
2024’s event was all about celebrating creativity, with an emphasis on sharing insights and inspiration from some of the most celebrated campaigns featured in this year’s Cannes Lions Awards.
The evening commenced as Ed Pank, SVP Lions, APAC, took the stage, igniting the crowd with unforgettable campaigns from last year’s Festival of Creativity and some of the key themes that resonated across the most memorable work. From how brands made the most of humour to connect with consumers, to the significance of incorporating culture into brand communication, it was a session filled with memorable work from India and around the globe.
Next, the excitement continued as Rica Facundo, Managing Editor APAC, WARC, and Biprorshee Das, India Editor, WARC, dived into “Lessons in Creative Impact”. This insightful session presented the audience with a deep-dive into the latest trends in effectiveness while busting some common misconceptions on what makes creativity effective. As the session progressed, the speakers presented case studies from some of the most beloved brands in India and globally, showcasing pioneering work in the field.
Following this, Partha Sinha, President & Chief Brand Officer, BCCL, The Times of India, and Sudhanshu Vats, Managing Director, Designate of Pidilite Industries Limited, engaged the crowd in a lively discussion on “The Influence of Marketing in the Boardroom”. Partha brought up several provocations about the role of marketing, and the discussion enlightened everyone present with unique perspectives on how the CMO and marketing in general navigate the complexities of the boardroom.
The night left attendees inspired and thinking about how to maximise their marketing campaigns in inspiring and effective ways.