Banner Power at Cannes 2008

i remember the Creative Head of a large multinational agency saying it loud at last years Goafest “The Indian online industry is still scratching the surface”. Well, I would not side that as the mushrooming online advertising industry has a vast talent pool waiting to be explored. And that is never going to happen unless our clients agree with the same. Indian clients are constantly pushing for social network based websites OR viral ideas (thanks to Web Chutney’s sudden filmy-viral outburst). The best part is everyone wants a website on the lines of Sunsilk Gang of Girls and everyone wants to own a Make My Trip viral.

I do not believe that creating a social networking site or a film-based viral will always draw attention. Though agencies are pushing the envelope, clients need to wake up to the potential of online/web banners. They are the most effective online advertising tool. You can do so much with a banner – create hype, collect data, incorporate a game or simply launch an interactive platform for the user.

In this piece I aim at showcasing the power of banner advertising by listing this years Cannes winners. Surprisingly only one Indian entry (from Arc Worldwide) in this category won a Bronze.