By Gour Gupta
As I stood amongst some of the world’s sharpest creative voices in Cannes, it truly felt like an emotional rollercoaster. One moment I’m wide-eyed with inspiration, the next I feel overwhelmed not by the grandeur, but by the sheer depth of ideas, intent, and imagination. And that’s what this festival does. It pulls you in, challenges you, and leaves you a little changed.
This year, Tribes Communication made its debut at Cannes Lions. We were proud to earn a shortlist for our Honda Dry Thru campaign, a small but significant step forward in putting independent Indian creativity on the global map. We didn’t take home a Lion, but what we did take home was far more valuable, perspective. Amidst global giants, we stood proudly as an independent Indian agency, driven not by scale, but by soul.
Sessions like Heralbony’s “Luxury for Everyone” were deeply moving. It challenged what we define as creativity and who we allow to be seen. Maybe we’re the ones disabled when we fail to recognise the creative power of the specially abled. AB InBev’s “Relaxation Clause” showed us how brands can lead culture, not just follow it — giving Olympic athletes the right to rest, with storytelling rooted in empathy, not branding.
AI was everywhere. But what stayed with me were voices like James Blake, who said, “Yes, you can use AI to create music — but when I performed live, you saw what AI can’t do.” That hit hard. And Meta’s Paulo Aguiar made a point we all needed: soon, we won’t even talk about AI. Like electricity, it’ll fade into the background. What matters is what we make with it.
At the Lions Sustainability Hub, it was clear: creativity alone isn’t enough. Carbon consciousness, impact longevity, and community inclusion are now non-negotiables. And that’s where Indian campaigns like “Nature Shapes” or “Ink of Democracy” stood out — rooted in purpose, yet globally relevant.
Walking through it, I saw that India is no longer being exoticised — we’re being understood. Our stories are sharper, braver, and deeply human. The challenge is to package them without dilution — to lead, not imitate.
Cannes reminded me that awards are moments, not milestones. What lasts is meaning.
And as an independent agency from India, we’re not here to follow the noise — we’re here to shape the narrative.
The author is managing director & chairman, Tribes Communication