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Creativity. Culture. Entertainment.
Financial Express Mumbai
|June 21, 2025
OVER THE YEARS, the once-clear divide between advertising and entertainment has softened.
I felt this shift more keenly at this year's Cannes Lions Festival of Creativity, especially while judging the Entertainment category. This year's best festival entries showed that we don't just acknowledge the role of entertainment in messaging; we celebrate it. Entertainment is not separate from advertising, but fundamental to its success.
To me, entertainment has always been at the heart of advertising. It's how we first engaged, connected with, and rewarded audiences. Somewhere along the way, though, we tried to codify creativity with formulae and templates. In doing so, advertising lost its spark.
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