ALOK GADKAR

Executive creative director and general manager, The Classic Partnership

When did you first go to Cannes?

My first visit to Cannes was back in 2003 when I was still in Mumbai with Enterprise Nexus, which was a part of Lowe. I was one of the three people from Asia invited by Adrian Holmes, the then worldwide creative director. I’ve been there a couple of times more, including last year.

Why do you go to Cannes?

You go to Cannes for rejuvenation. More so if you’re in the creative field. You change your skin. You unlearn, then learn. Come back changed and with empowering knowledge you can share with your team and your clients. It is also a place to reassure yourself that not all clients are we- don’t- believe- in- awards clients.

What’s good about going to Cannes?

I’ve always subscribed to the fact that Cannes is “more important than important”. Why? Because you get to see the best work from around the world. Because the tech and knowledge sessions are simply the best. Because the new product launches are best in class. Because the parties, even if you aren’t the host, are the best. So what’s good about Cannes? It’s the best.

What’s the down side?

If you’re not at Cannes, that’s the downside.

What three pieces of advice would you give someone going for the first time?

1. Don’t miss the best sessions. I recommend Saatchi &

Saatchi’s New Directors’ Showcase. 2. Don’t get busy taking notes. It’s not cool. Explore around, strike up a conversation with everyone you meet. The best of the best from the industry are all around you. 3. It doesn’t matter if the glass is half full or half empty as

long as it’s a glass in the Gutter Bar.