Cannes Dairy – Day Three

Varun Arora, ECD, Cheil Worldwide Asia, reporting from Cannes

June 20, 2012

We're taught that every brand needs to have a purpose. Often larger than itself.

What's your purpose?

No, am not getting philosophical.

Just trying to sum up Cannes 2012 thus far.

The case studies that have won big have all been around making the human condition just that little bit better.

Be it Cheil Korea's Insight campaign or Amex's Small Business Saturday initiative.

The list is long. I'm sure you'll see most of the stuff soon on YouTube. And even YouTube has seemingly taken the mantle of making communication better. As was apparent in a star-studded seminar today.

There's a lot that went on today. A lot of gyaan, and a lot of gaan till midnight. Right on the beach front. But what was most interesting was the common realisation that each one of us is very small. But our ideas can be big.

I guess that's what makes us get up every morning. Each one of us. And that's why some of us whine and throw tantrums when our ideas are squashed on one pretext or another.

Yet, what's heartening is that the world – the advertising, public relations, media, technology and activation world – is producing some great ideas. Some of these may even change the world. And some will change lives. Some will live beyond advertising festivals and some will just make us feel proud for a few days to be associated with them.

Thank you Santosh Padhi for saying you're proud that India produced the Minus One Project.

Thank you Cannes for appreciating it.

Merci beaucoup.

Also read:

Cannes Diary – Day Two

Cannes Diary – Day One

Cannes Diary – On way

Info@BestMediaInfo.com