Cannes Lions 2025 wasn’t just a celebration of creativity it was a call to courage. At a time when audiences scroll past content in milliseconds and public trust feels fractured, the festival made one thing clear: brands today must be more than persuasive - they must be purposeful.
 
Creativity is still the most human connector: The most unforgettable campaigns at Cannes weren’t necessarily the most polished they were the most personal. In a world algorithmically curated for attention, storytelling grounded in truth stood tall. It reminded us that creativity remains our most powerful, human bridge a force that can pierce through clutter, build empathy, and unite diverse audiences around a shared emotion.
 
India - from storyteller to standard-bearer: This year marked a powerful shift in how Indian creativity is perceived globally. Indian agencies stepped beyond regional narratives, presenting ideas with universal resonance. These weren’t just Indian stories they were human truths told with the clarity of craft and the depth of lived experience. India isn’t just participating at Cannes anymore; it’s influencing.
 
Purpose is no longer a campaign, it’s culture: What defined the standout work this year was not its cleverness, but its conscience. Brands are finally acknowledging that purpose isn’t a side note it’s the new baseline. Whether addressing climate change, social equity, or mental health, the campaigns that resonated most deeply were rooted in real-world impact. Consumers don’t just want to transact; they want to trust. And trust is built when brands show up for something bigger than themselves.
 
Creativity needs the courage of the underdog: Some of the boldest, most original work came from first-timers, indie agencies, and freelancers’ voices unburdened by convention and driven by conviction. It’s a reminder that game-changing ideas are often born outside the boardroom. As brand leaders, we must invest in these edges in the raw, the different, the daring.
 
Technology is a tool, not a substitute: AI was, of course, everywhere. But it was at its best when invisible when it enhanced rather than overshadowed. The most moving campaigns fused technology with emotional intelligence. This is the future: not machine-led creativity, but machine-augmented humanity. Brands must wield AI not to replicate what exists, but to unlock what’s possible.
 
Collaboration is the hidden canvas: Beyond the awards, Cannes came alive in its collisions chance conversations, creative debates over coffee, spontaneous idea exchanges. It reinforced a truth we often forget in our siloed corporate worlds: creativity thrives in community. Diversity isn’t just a metric; it’s a multiplier of imagination.

The road ahead - create to contribute: As we return, inspired and energised, we carry a responsibility to champion creativity that doesn’t just sell but serves. To back instincts that challenge the status quo. To build brands that aren’t just memorable but meaningful. The world doesn’t need more content; it needs more conviction.
 
Cannes Lions 2025 was a creative compass. It didn’t just show us what’s possible it reminded us why we create in the first place.
 
Until next time — Merci, Cannes.

The author is president and head – digital, marketing and strategy, Reliance General Insurance.