In this exclusive interview, Mayuresh Dubhashi explores how creators are transforming brand storytelling, the impact of the Social & Creator Lions category’s rebranding, and the promising future for Indian brands on the global stage.
Edited Excerpts:
Q] Congratulations on being selected as a juror for the social & creator lions category. What does this recognition mean to you at this stage in your creative journey?
It’s both incredibly humbling and genuinely exciting. But more than anything, it’s a huge responsibility. As a creative, it’s rare to find yourself in a room with such brilliant minds from diverse backgrounds, all working together to shape the direction of an entire category. To have a voice in that room and the opportunity to influence where the industry heads next is not something I take lightly. Like I said, it’s a big, big responsibility.
Q] With your experience blending new-age technology and classic storytelling, what are the key elements you’ll be looking for in standout work in the Social & Creator Lions category?
I’m looking for big brands doing solid, standout work. What matters most to me is how creativity aligns with the brand’s business goals and whether the storytelling feels original and purposeful. I’m also focusing on how the category is shifting and how brands are using the social ecosystem in new ways. If an idea is naturally social, made to be shared or engaged with, that counts in its favour.
Q] With the category’s recent name change from Social & Influencer Lions to Social & Creator Lions, do you think this shift has influenced the nature of the entries you’re seeing? Has the type of work evolved significantly, or do you find the core creative principles remain the same despite the rebranding
The name change isn’t just cosmetic, it reflects the shift in a world now led by creators and the billion-dollar economy they’ve built. We’re seeing creator-led work that’s shaping culture, and it’s exciting to watch how that’s pushing the industry in a new direction.
Q] How do you see the role of creators evolving in shaping brand narratives, and what should brands keep in mind when collaborating with them for authentic impact?
Earlier, creators and influencers were seen mainly as amplifiers. Today, they’re helping write brand narratives. They’re often more culturally relevant than the brands themselves and excel at building communities. Most importantly, they have the rare ability to break through the consumer’s attention barriers. Any brand that truly understands how to collaborate with creators is already ahead.
Q] What emerging trends or creative approaches in social media and creator-led campaigns excite you most right now, either from India or globally?
Social and creator-led work is at the forefront of creativity right now. It’s pushing boundaries and evolving quickly. Some of the most standout entries are unexpected collaborations that feel fresh and bold. What’s also becoming clear is that the social ecosystem, with all its algorithms and rules, isn’t as rigid as it seems. It’s more like clay. A strong idea can shape it and even bend the rules in its favor.
Q] As attention spans shrink and content formats diversify, what advice would you give to brands and agencies aiming to cut through the noise on social platforms?
Be authentic. Be simple. Stay rooted in culture. Be unexpected. And shape social platforms to work for your idea. A lot of the work in this category proves that it’s all possible.
Q] India’s creator economy is booming. What kind of work would you love to see coming from Indian creators and brands in this category at Cannes?
Any work on a global stage, like Cannes, reflects who we are as a country; it shows the world the kind of society we’re building. With the creator economy booming, we have a real opportunity to showcase India's vibrant cultural heritage. Creators today are shaping culture in ways we couldn’t have imagined a few years ago. The next 2–3 years are going to be very exciting for Indian brands.
Q] Could you share an example of a social or creator-led campaign, one from India and International that you believe sets a benchmark for creativity and effectiveness? And what made them stand out in the category?
Samsung’s Flipvertising was phenomenal, a perfect example of hacking both consumer behaviour and the social ecosystem in which they live.
Q] Finally, what do you hope to learn or take away from your jury experience this year?
It’s going to be a big learning experience, an eye-opener, and a glimpse into where the industry is headed.
