Episode
Cannes: We.'s Nitin Mantri on community, crisis and counsel
- Podcast
- Earned First
- Published
- Jun 30, 2026
- Duration seconds
- 1423
- Processing state
not_requested- Canonical source
- https://rss.com/podcasts/earned-first/2953706
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Summary
Recorded at Cannes Lions 2026, We.Communications Asia-Pacific president Nitin Mantri discusses how brands such as Adidas and ITC have built genuine community participation rather than advertising-driven attention, and why measuring community value means tracking behaviour change and outcomes rather than campaign activity. He also addresses why startups in India are especially crisis-prone, the uneven influence of the CCO role relative to other markets, and the pressure on comms fees despite rising demand for senior counsel. The conversation closes with a regional view across India, China, Singapore, Australia and Malaysia, and the geopolitical headwinds facing Brand India.