Cannes has a rhythm all its own. You start the day with coffee and quiet nods, and by sundown you’re on a rooftop, swapping campaign stories with people who felt like strangers that morning and now feel like collaborators. This year, it wasn’t the dazzle that drew me in—it was the ideas, the honesty, and the sense that creativity, at its core, still belongs to those who care.
Purpose Without Pretence
Luana Iurillo of Pernod Ricard opened with the kind of honesty you rarely see on big stages. No jargon, no performance, just a reminder that belief inside an organisation can sometimes outmuscle even the biggest budgets. Pernod Ricard’s journey from internal conviction to global resonance is proof that when purpose is real, it travels.
Brands That Walk the Talk
Morgan Flatley from McDonald’s and Kenneth Lim from Singapore Tourism Board reinforced a lesson I keep relearning: the best work doesn’t start in boardrooms, it starts with a real need and a deep understanding of where people are. Kenneth’s line about designing for culture, not just media, hit home. Purpose isn’t a slide, it’s a lived experience.
Data That Cares
Emily Twomey (Razorfish), Peggy Fang Roe (Marriott), and Amy Hu (New York Life) reminded us that “data needs a soul.” I’ve seen enough dashboards to know how easily we forget that. The panel didn’t just talk about numbers, they talked about impact. Data is only as good as the lives it touches.
Media Is Now Empathy
The Global CMO Roundtable felt like eavesdropping on the smartest dinner table in the business. One CMO said, “Media planning is empathy planning now.” That line landed hard. It’s not about reach anymore; it’s about relevance and respect. Later, I bumped into a couple of old industry friends from India—those spontaneous Cannes reunions that feel like catching your breath.
Culture Is in the Comments
The TikTok team dropped a line that will echo long after Cannes: “Culture is created in the comments now.” Brand-building isn’t a monologue. It’s a living, breathing conversation. The best brands don’t just talk—they listen, they riff, they respond.
AI, Storytelling, and Staying Human
Panels with Andy Bird, Matt Cooper, and Don Sklenka cut through the noise. No AI panic, no chest-thumping. Just a room full of creatives reminding each other to keep the heart in the work, even as the tech gets sharper. The future isn’t about man versus machine; it’s about making sure the story still feels human, no matter how smart the tools get.
Campaigns That Truly Heal
Andy Bird walked us through work that didn’t just get clicks—it changed lives. The “Neki Ki Raah” campaign, where dhaba menus doubled as eye tests, stood out. That’s storytelling that sticks to your soul.
Rooftop Anecdote
Late afternoon found me on a Croisette rooftop, sea breeze carrying conversations across the terrace. I struck up a chat with Brazilian creatives, this year's Creative Country of the Year, who were developing a campaign teaching favela kids to code. We shared stories about campaigns that worked, street food worth traveling for, and what keeps us in this business. It's remarkable how one moment we were strangers, the next moment we swapped ideas like old friends.
AI Can’t Feel
The last session of the day. No fear-mongering, no hype. Just one perfect line: “AI can write, but it can’t feel.” I closed my notebook and let that linger. Technology can do a lot, but it can’t replace the human pulse at the heart of our craft.
The Awards
India didn’t sweep the night, but when FCB’s “Lucky Yatra” campaign for Indian Railways struck gold, it felt personal. The cheer from our desi group was loud, proud, and full of joy. That’s the thing about Cannes: when one of us wins, everyone back home feels it.
Reflection
Second Cannes, and this time I came for the ideas, not the dazzle. I’m leaving with more clarity, a pocket full of new friends, and a sharp reminder: creativity doesn’t need translation, it just needs truth. The best work comes from curiosity, collaboration, and the willingness to listen—on rooftops, in comment sections, and everywhere in between.
