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Awards and Events in association withLBB Events
“Let’s Try Saying No to Mediocrity”: Fresh Take 2026 Winner
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20/08/2026
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“Our industry is battling with some kind of reluctance to take on bolder ideas,” says next gen ad film competition winner, Vinod Ravi as he discusses his hope for the future
Independent director Vinod Ravi took home the top prize from McCann India’s very first Fresh Take competition – a new initiative created to discover and champion the emerging directors shaping the future of Indian advertising.
Developed in partnership with D&AD and Mothership Productions, the initiative opened to ad film directors who are within the first three years of their directorial career. As the winner, Vinod will receive a paid trip to D&AD Festival 2027 and will be commissioned for two projects with McCann India, providing an opportunity to take his craft to live commercial briefs.
To get to know the up-and-coming Indian filmmaker, LBB’s Sunna Coleman interviews Vinod on what this milestone means to him, what’s missing in today’s advertising landscape, and what’s exciting him about India’s creative scene right now.
LBB> Congratulations on your win! What does this achievement mean to you?
Vinod> This win is a nudge to keep believing in my vision and just feed my craft. This is an honour, and I see it as an opportunity to create some great work with my collaborators.
LBB> You’ve said that “craft should be at the core of everything we do.” What does craft mean to you as a director, and where do you think it is most often compromised in advertising today?
Vinod> Craft is everything to me. Craft is about embracing imperfections, it is what makes or breaks an idea, it is a benchmark for oneself, and it is what makes every piece of work unique.
Our industry is battling with some kind of reluctance to take on bolder ideas. There are hundreds of safer options and proven formulas available. But if brands push for making at least that one bold piece that breaks formats and trusts the idea and the team behind it – that’ll change the way we see commercial art. Let’s try saying no to mediocrity and see how it can push our limits as an industry.
LBB> Your prize includes two commissioned projects with McCann India. What would you love those opportunities to allow you to do that you haven’t been able to do yet?
Vinod> To embrace bolder ideas with the right collaborators and keep pushing beyond familiar formats. It will be good to see brands support that ambition and push beyond what’s expected, creating work that not only stands out creatively but also shapes the kind of brand they want to become over time.
LBB> You’ve described there being a “small wave of very interesting work in commercial art amidst the industry chaos.” What are you seeing in Indian advertising and filmmaking right now that excites you?
Vinod> I see a bunch of filmmakers and a handful of brands who aren’t afraid to experiment, take risks and evolve their voice alongside their collaborators. There are filmmakers constantly pushing themselves to tell stories through different mediums and formats – even something as simple as choosing to shoot on film. It’s really inspiring to see these and be part of an ecosystem that’s changing the way we think about commercial art.
LBB> How has working in India shaped your visual language or approach to storytelling? Are there particular cultural details, filmmaking traditions or influences you keep returning to?
Vinod> There is so much happening around you – old and new, sacred and absurd, chaos and beauty – and I think that naturally finds its way into telling stories. There’s a physicality and theatricality to all of this that I find very cinematic. I’m also drawn to digging into cultural relevance and discovering the universality of it.
LBB> What’s next for you? Where do you hope to be in 1-2 years’ time?
Vinod> To keep making interesting, bolder films with the right collaborators. I’m also working on my debut documentary, ‘Part Time Gods’, based on Theyyam – an art form where people from working-class communities momentarily become Gods. I’m interested in looking at Theyyam beyond its visual spectacle, and exploring more on the human nature of class and power. That political layer is really what drew me to the form. The film is currently in post-production between London and Amsterdam, and hopefully will be making its way to some festivals soon.
Beyond that, I hope to keep pushing myself towards more ambitious, interesting work with better collaborators and, hopefully, better working conditions!
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