Cannes Lions: Chasing the Creative Rush Again

As the Cannes Lions International Festival of Creativity approaches, the excitement in the advertising world is palpable. For many agencies, winning a Lion isn’t just about the trophy—it’s about chasing that creative rush, the thrill of seeing your work recognized on a global stage. Rahul Mathew, Chief Creative Officer of DDB Mudra Group, recently shared his thoughts with Impact magazine on what makes Cannes Lions so special, why humor never goes out of style, and how new generations are finding their own reasons to dream big in advertising.

The Cannes Standard: More Than Just a Trophy

For Rahul Mathew and his team at DDB Mudra, the Cannes Lions isn’t just a destination—it’s a benchmark. “We want to do work that meets that standard because it’s an indication that the work is truly excellent,” he says. The goal is not just to win, but to keep pushing creative boundaries, year after year.

This mindset is what keeps agencies coming back for more. “If you have not done great work yet, watching someone else do it will inspire you, and if you have done it, you will want to do it again to feel that rush,” Rahul explains. It’s about the energy, the inspiration, and the desire to keep raising the bar.

Gen Z and the Cannes Dream

While some might think that Gen Z approaches advertising differently, Rahul believes that the standard for creative excellence remains the same across generations. “We push for that standard. We are trying to make our agency—including Gen Z—subscribe to the rush, not just the show,” he says.

The Cannes Lions is still seen as the “north star” for creative professionals, inspiring young talent to dream big and chase after their own moment in the spotlight.

Campaigns That Stand Out: Love, Laughter, and Real Stories

DDB Mudra Group has had a strong track record at Cannes, with standout campaigns that blend humor, emotion, and real-life stories. This year, Rahul is particularly excited about three campaigns:

• BGMI Wedding Campaign: Breaking stereotypes around gaming, this campaign told the story of a couple who met while playing BGMI (Battlegrounds Mobile India) and got married inside the game. The virtual wedding, complete with mehendi, sangeet, and celebrity guests like Karan Johar and Neeraj Chopra, showed that gaming can be about connection, not just competition. The wedding video even outperformed some Bollywood celebrity weddings in terms of views!
• Stayfree’s “Beta Stayfree Le Aana”: This campaign aimed to normalize conversations about menstruation within families, making an everyday topic less taboo and more approachable.
• McDonald’s “Shakashaka” Fries: Turning fries into a musical instrument, this campaign used humor and a quirky character named Papaji to show how you can “play tunes” with a bag of fries.

Rahul also highlighted a Flipkart campaign targeting Gen Z, helping them navigate the tricky conversation with parents about shopping during sales. The campaign cleverly recast the idea of “buying” as “winning,” making it easier for young people to justify their purchases at home.

The Power of Humor in Advertising

Humor has always been a part of DDB Mudra’s DNA. Rahul says, “Humor represents an agency’s truest kind of energy. There’s so much banter in advertising agencies—even in the most serious meetings, someone will say something that cracks everyone up.” He believes that laughter not only makes ads memorable but also brings teams together, fueling even more creativity.

Personal Stories, Global Impact

Rahul shared how real-life experiences can spark the best ideas. A personal story from his time in Malaysia—about a comic book collector and his clever way of bringing home more action figures—helped inspire the Flipkart campaign. It’s this blend of authenticity and imagination that sets Cannes-worthy work apart.

For agencies and creatives, the Cannes Lions Festival is more than just an award show—it’s a celebration of what’s possible when you push boundaries, tell real stories, and make people laugh or think. As Rahul Mathew puts it, “If you have done it, you will want to do it again to feel that rush.” And with each new campaign, a new generation of creatives is ready to chase that feeling—one bold idea at a time.