 "Cannes Film Festival 2024: From Nancy Tyagi to Ankush Bahuguna, a marketplace for influencers")
In the last few years it has been noticed that influencer marketing seems to be a focal point at the Cannes Film Festival. Once upon a time, this place used to be a heaven for craftsmen from the film industry and film critics. But not anymore. Wonder who they are trying to influence other than making themselves a brand.
In 2018, Diipa Büller-Khosla became India’s first global influencer to walk the red carpet at Cannes Film Festival. Cannes Film Festival was one of the most prestigious film festivals in the world. But not any more.
Influencers Niharika NM, Nancy Tyagi, Ankush Bahuguna, Karishma Gangwal, Vishnu Kaushal, Masoom Minawala, Viraj Ghelani, Aastha Shah and Rahi Chadda are all at Cannes Film Festival . Over the years Cannes has truly lost its charm. From a classy film festival to a massy event, where is it heading to? It’s sad to see that these people with no understanding of cinema, let alone world cinema have become the focal point of the festival. It’s strange that Brut India has invited these influencers at the Cannes Film Festival. Looks like there is a huge shift in the perspective and understanding of the whole idea of art and cinema.
Twitter and social media has been ablaze with multiple opinions on whether fashion should be the focal point of a film festival. I remember last year Richa Chadha took to her social media and said, “There’s a lot of chatter on social media about Cannes , fashion, film etc. Just wanna say, don’t shit on anyone please. People are excited to be here; I notice the ones that are thanking brands/designers/ alcohol labels that are bringing their influencers here. It’s a gear venue for marketing no? Let them be. You will notice most people say they’re at the red carpet but won’t specify the film. Well, they’re not here with a film or for a film. Having said that, should you be so lucky to get to work on a film that ends up at Cannes… It’s the best feeling in the world. It’s after all a FILM FESTIVAL, no matter what anyone says. And as an artist, there’s no greater joy and contentment than a 7 min long standing ovation (Richa said in reference to Masaan getting this honour).”
We truly agree that Cannes is a film festival, not a fare for digital creators. But sadly that isn’t the scene any more!
Lachmi Deb Roy is the entertainment editor of Firtspost, Network18. She reviews films and series with a gender lens. Her interviews are called 'Not Just Bollywood' because she takes huge interest in world cinema. OTT over theatrical releases is her preference unless and until its a King Khan film. She takes interest in fashion, food and art reviews too.