Cannes Lions 2024: White Rivers Media’s entries showcase depth & vibrancy of India

As India continues to rise on the global stage with its booming startups and dynamic advertising sector, the country’s presence at the Cannes Lions International Festival of Creativity becomes increasingly significant. Mitesh Kothari, Co-founder and Chief Creative Officer, White Rivers Media (WRM), shares insights into the agency’s participation in this prestigious event, reflecting on India’s growing influence and the power of collaboration within the industry.

Showcasing Indian Creativity

“We’re thrilled to be part of the Cannes Lions festival this year,” says Mitesh Kothari. “India is capturing the global spotlight with its thriving startups and vibrant advertising sector. This momentum carries us to Cannes Lions, the advertising Olympics, where we’re here to push ourselves and learn from the best.”

Kothari emphasizes that while rising ad revenues highlight their success, the true impact lies in continuous innovation. “At Cannes Lions, it’s time India has a Lion’s share of voice. Our representation in the juries, our stories on the global platform – a welcome change – is not just deserved, but necessary. They are the bridges that connect diverse perspectives, enriching the global creative landscape with the depth and vibrancy of India.”

Looking ahead, Kothari advocates for a collaborative approach within the industry. “To champion collaboration, not contribution; inclusion, not isolation. We need to foster a culture of mutual respect and support within the industry. Celebrating the success of peers and collaboration can strengthen India’s collective creative output. This united front will inspire a generation of young creative minds, showcasing the power of working together.”

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Showcasing a vibrant India

With this collaborative spirit, WRM has aimed to put its best foot forward in highlighting Indian creativity on the global stage.

1. Daughters of Piplantri by Astral Foundation

One of WRM’s notable campaigns is ‘Daughters of Piplantri’, a powerful film-led initiative addressing gender inequality and water scarcity in Piplantri, Rajasthan. “Delivering 6M+ liters of monthly water, 13,000+ meters of pipelines, and 5,000+ saplings, their efforts transformed the landscape, benefiting 400K+ trees, 10,000+ lives, and diversified agriculture for 3,000+ livestock,” Kothari elaborates.

2. Hip Hop India for Amazon miniTV

Another standout campaign is for Amazon miniTV’s show, ‘Hip Hop India’, which spotlighted the country’s thriving underground hip-hop scene. “The show broke a Guinness World Record for the biggest hip-hop dance event with 1,864 dancers, sparking a movement and giving voice to a vibrant youth culture,” Kothari highlights.

3. Pulse of Defiance by DS Group’s Pulse Candy

WRM’s ‘Pulse of Defiance’ campaign for DS Group’s Pulse Candy utilized AI-generated visuals to tell the lesser-known story of Lokmanya Tilak and the first public Ganesh Chaturthi celebration, which played a significant role in India’s freedom movement. This digital storytelling campaign educated millions about this pivotal historical event.

In conclusion, Mitesh Kothari underscores the importance of India’s growing role in the global creative industry. “With the campaigns we’ve brought to Cannes Lions, we hope to showcase the innovation and creativity that define Indian advertising. Our success lies not just in the accolades but in our ability to foster a spirit of collaboration and inclusivity that will inspire the next generation of creative minds.”

As India continues to make its mark on the global stage, agencies like White Rivers Media are leading the way, demonstrating that creativity, innovation, and collaboration are the keys to a bright and impactful future in the advertising world.