I’m sure my father is smiling from the heavens knowing that I had the honour of representing my agency at the Cannes Lions Festival of Creativity 2025. It was my first time — a moment that felt like the fulfilment of every creator’s dream. I was excited as hell, but also nervous. Mostly because I was attending it without my copy partner and brother-in-arms, Vignesh. We (Vignesh–Durgesh aka Viggy–Diggy) worked together from the first day of our advertising career for more than a decade.

So this Cannes, I decided to do an interesting experiment — explore, experience, and see everything twice. Once from Vignesh’s perspective, and then all of it again from mine. During Cannes, I even introduced myself as him. I know it sounds weird, but trust me, I have done this and it’s fun.

And when you experience everything twice over, your learnings increase twofold. Leading me to absorb a whole lot of learnings, and 400 words are too few to capture it all, but let me try.

Cannes was all about a human-first, culture-out approach

In an era where AI and tech are reshaping the industry, this year’s Cannes made one thing clear: humanity always triumphs. The most awarded work wasn’t just smart — it was sensitive. It solved real problems, created meaningful shifts.

One of my absolute favourites — AXA’s 'Three Words' by Publicis Conseil — was a simple yet brave idea that enabled countless women across France to seek help from domestic abuse, using just three discreet words. Game-changing.

Like a child, inside and outside the Palais

What I thoroughly enjoyed is, Cannes connects creators not just through keynote talks but through that crazy energy. Yes, I sat through power-packed sessions, Titanium presentations, and jury room breakdowns. But the most electric moments happened in the corridors, cafés, escalators, and beach corners. Where else can you bump into a jury president, a brand head, and an indie artist at the same time? No agendas, just real heart-to-heart conversations.

And yes, I met my legend — David Droga. It was a pure fanboy moment. He graced with his presence and stories which expanded the definition of creativity.

A trip to a jury's mind

The Titanium jury room presentation — where you hear from world-class talent about unheard processes, data, and the detailed knowledge about the campaign which makes the piece stand out, win prestigious metals amongst the thousands, and set up a new benchmark for the industry. And sometimes, elevates the definition of the categories itself.

Example: ‘Vaseline Verified’ by Ogilvy Singapore. The work ingeniously transformed viral user-generated hacks into scientifically validated truths, which showcased Vaseline Jelly's versatility. 

India didn’t just show up, but owned the stage

From purpose-led campaigns to category-first innovations — this year, there’s a growing confidence in our storytelling, a refusal to imitate, and a boldness to stand rooted in our own cultural truths. 

Humble at heart

I met many legends from different agencies and different regions. They are all giants in their own regard, but they all made me feel like one of their own. Their humility and simplicity transcend their work. 

Being in Cannes is not just a five-day thing. The journey started long back. Vignesh and I have lived this dream every day for the last 10 years. Our first tryst with Cannes got us the two Silver Lions (2023) and the Effectiveness Lion (2024) for our Oreo 'BringBack2011' campaign.

And all of this wouldn't be possible without all the mentors at Leo India — especially Rajdeepak Das, chairperson and CCO, who shaped our journey and has us ready to take on every challenge that comes our way. We really owe a lot to him. Sachin Ambekar, my mentor not just in advertising but in life, and many others made sure that the hunger to create great work that makes an impact stays alive all the time, every single day. All credit goes to our team — all our young lions and our families who make us who we are!

Not all lessons are inside the Palais

Some of the biggest takeaways came while walking the streets of Cannes. In the sunlight, the balconies, the smiles, the jazz on street corners. I clicked over 100 photos of doors — each one unique, each one quietly beautiful. I call it 100 Doors of Cannes. And who knows, maybe next year, we’ll open a few more. Especially the ones that lead straight onto the stage.

The decade-long journey with my copy partner has just begun, which means more rules to break, more work which ‘impact a billion’, and, most importantly, more Rosé to be had at Cannes.

The author is associate executive creative director, Leo India