# Cannes: We.'s Nitin Mantri on community, crisis and counsel

Page: https://stenobird.com/podcast/earned-first-7353885/cannes-we-s-nitin-mantri-on-community-crisis-and-counsel
Text version: https://stenobird.com/podcast/earned-first-7353885/cannes-we-s-nitin-mantri-on-community-crisis-and-counsel.md
Podcast: [Earned First](https://stenobird.com/podcast/earned-first-7353885)
Published: 2026-06-30T10:17:19+00:00
Episode link: https://rss.com/podcasts/earned-first/2953706
Audio file: https://content.rss.com/episodes/328453/2953706/earned-first/2026_06_30_09_30_06_857a4795-dd81-4698-a9c8-5b754dd3b56f.mp3
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JSON: https://stenobird.com/v1/public/podcasts/earned-first-7353885/episodes/cannes-we-s-nitin-mantri-on-community-crisis-and-counsel
Duration seconds: 1423

## Resource

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.

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## Transcript

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