As the Founder and CCO of the independent agency, Fundamental, Pallavi Chakravarti is no stranger to bold ideas and cultural resonance. This year, she returns to the global stage as a jury member for the Outdoor Lions category at Cannes, bringing with her years of experience, a sharp eye for real-world impact, and a belief in the power of authentic storytelling. In this interview, she shares what she’ll be looking for in the entries, how outdoor advertising is evolving, and why this moment holds a special meaning.
Edited Excerpts:
Q: Congratulations on being selected as a juror for the Outdoor Lions category. What does this recognition mean to you at this stage of your career, especially as a founder steering a new agency?
It’s always a proud moment to represent India on a global platform, regardless of where you are in your career. I’ve had the honour of serving on both shortlist and awarding juries at Cannes Lions over the years, but this time feels significant. For independent agencies like Fundamental, global exposure isn’t just recognition, it’s momentum and fuel.
Q: What are the key elements or innovations you’ll be looking for in standout Outdoor Lions entries this year?
With outdoor (OOH) work, I’m always drawn to one core question: How did this play out in real life? Did it stop people in their tracks? Did it make them feel something or spark a conversation? OOH has a much tougher job than most media, it is trying to capture attention in a world that’s already moving.
People are in transit, mentally and physically. That’s why the idea needs more than just a strong case study, it needs that X factor. I’ll be looking for entries that break through that inherent barrier of distraction and make a genuine human connection, out in the real world.
Q: How would you define truly impactful outdoor advertising in today’s digitally driven and rapidly evolving landscape?
Outdoor is a beautiful medium in which both the old and the new can shine equally. A classic billboard can be just as powerful as an immersive experience or a high-tech transit activation. What excites me most is how the scope of outdoor is constantly evolving, yet its impact remains rooted in simplicity and boldness. For me, it’s not just about technology or digital innovation. It’s about ideas that break through whatever form they take and connect with people in the real world.
Q: What emerging trends or creative approaches in outdoor advertising—whether in India or globally—do you find particularly exciting or full of promise?
Outdoor has increasingly become a bridge between the online and offline worlds. It’s no longer confined to physical space; it amplifies, extends, and even triggers digital conversations. That’s what makes it such a fertile and exciting medium today. An idea may start on a street corner but end up everywhere. That kind of fluidity is what makes outdoor truly powerful in today’s landscape.
Q: What kind of work would you love to see coming from India in this category, and how do you think Indian creativity is being perceived globally in the outdoor space?
I think outdoor has traditionally been a hit-or-miss category for us. Last year was a good one for India, though, and I’m hoping that momentum carries into 2025. Work that is culturally relevant and insightful always gets noticed; it tends to resonate as authentic. The more we tap into that authenticity, the better we’re likely to perform.
Q: Could you share an outdoor campaign—one from India and one international—that either you’ve worked on or admired, which you believe sets a benchmark for creativity and effectiveness? What made it truly stand out?
Off the top of my head, McDonald’s ‘Follow the Arches’ stands out, it is minimalistic, instantly recognisable, and unmistakably McDonald’s. It was a brilliant example of classic outdoor done right, with huge scalability. From India, I enjoyed ‘The Punishing Signal.’ Even as a prototype, it offered a clever and effective solution to the noise pollution we Mumbaikars have, unfortunately, grown used to.
Q: Finally, what do you hope to take away from your jury experience this year, both as a creative leader and as someone shaping the next chapter of Indian advertising?
Staying aware of what’s happening around the world always serves us well, and there’s no bigger platform than Cannes for learning from the best and exchanging ideas with people deeply immersed in the craft and science of advertising. I’m hoping to return with some fresh perspective, great memories, and plenty of stories to tell.
