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Cairns Crocodiles make waves in India ahead of 2026 festival
MUMBAI: At the thoroughfares of Juhu Tara Road, inside the warm and welcoming setting of Soho House Mumbai, Misfits Media CEO David Hovenden and Cairns Crocodiles Special Envoy Sangeeta Leach unleashed the India chapter for the Asia-Pacific creative community, of three days of awards, masterclasses, and industry networking event planned for May 12–14, 2026, in Cairns, Australia.
The exclusive evening brought together bigwigs from leading marketing, advertising, and creative agencies such as Leo Burnett, Lintas, Brandmusiq, and Schbang. The room bustled with laughter, lively and insightful conversations, and a shared joie de vivre about the media, entertainment and advertising industry as Hovenden and Leach spoke about how Cairns Crocodiles aims to be a stepping stone for creative minds across the world.
In a candid tête-à-tête with Indian Television’s Megha Misra, CEO David Hovenden recalled how the idea of starting the festival was conceived in the most unexpected of times, during the peak of the pandemic.
“In 2020, when covid happened, we said, this is going to happen. And we tried to stand the event up. But because of the changing nature of covid and border restrictions, we had to reschedule it five times.” Hovenden noted. “Australia’s states had different rules, and people weren’t even allowed to move within them. So we kept shifting dates, hoping we could finally make it work. Every time we cancelled and moved it again, more people got on board, cheering us on and barracking for us.”
What began as a logistical nightmare soon turned into a marketing success. “Who would’ve thought covid could be a brilliant marketing tool?” he added. “Everyone felt sorry for us and they started rooting for us. In the end, it worked out brilliantly.”
After two years of perseverance, Hovenden and his team realised they had built something people truly loved. “We started seeing participants not just from across Australia, but also from parts of Asia,” he said. “That’s when we knew it was time to grow… to make it bigger and more inclusive.”
The decision was made to transform the event into a truly Asia-Pacific celebration and introduce a dedicated awards programme to honour creativity across the region. “It couldn’t just be an Australian event,” Hovenden explained. “We’re part of a wider creative region, and it was important to reflect that inclusivity.”
And that’s how the Cairns Crocodiles came to life, evolving from the tongue-in-cheek name into a full-fledged festival of creativity and connection.
“Over the past three years, we’ve travelled to India, Thailand, Japan, Singapore, Malaysia, and Korea, inviting people to participate, collaborate and showcase their best work,” Hovenden noted. “We’re finally seeing that momentum build.”
Before moving to address the attendees at the soiree, Hovenden brought out a set of the ‘Hatchlings’ awards, the festival’s category for young participants under 30. The Hatchlings trophies are particularly special. Each team receives two separate trophies, one for each member, designed in the shape of a young crocodile hatchling. When placed together, the two pieces form a single trophy, embodying both teamwork and the festival’s spirit of nurturing new talent. The playful design also inspired the name “Hatchlings,” symbolising the next generation of creative professionals ready to make their mark.
The Cairns Crocodiles Festival celebrates world-class creativity across advertising, marketing, media and brand. In 2025 more than 2,100 of the region’s most influential agency leaders, marketers and rising stars descended on Cairns for three days of awards, inspiration, learning and unforgettable networking.
Early ticket sales and enquiries are pointing to this number ballooning out to more than 3000 high powered delegates for 2026, with an expanded presence in particular from India.
With an ambitious objective to surpass previous participation turnout, Hovenden didn’t shy away from setting a bold target.
“I want to have over 5,000 participants next year,” he said. “With India having some of the sharpest creative minds and the most dynamic storytelling cultures in the world, we’re happy to encourage more participation from here.”
As the Cairn Crocodiles CEO put it, this wasn’t just another meet-and-greet, it was a teaser of what’s to come. The Cairns Crocodiles, often dubbed the ‘Cannes of the Asia-Pacific’, are eyeing India as a key creative hub and a vital audience for their upcoming 2026 edition.
“We’re here to build genuine partnerships, not just host an event,” Hovenden added. “This is the beginning of an exciting creative bridge between Australia and India.”
Taking a cue from Hovenden, co-founder Sangeeta Leach spoke about the spirit that defines the festival. “I think the most important thing about the Cairns Crocs is that creativity is something we take very seriously. We’re fun, we’re candid, we’re honest. We are real.”
There were also two past jury members of Cairns, guests of honour and long-time friends present at the soiree, who shared their own experiences with the festival: Ex-BBH & Publicis Worldwide, India CEO Subhash Kamath and Brandmusiq CEO and founder Rajeev Raja. The two friends reminisced about their vibrant experiences at the event in Cairns.
“I found that at Cairns, there’s a real genuineness and intellectual honesty in the way ideas are nurtured. After graduating and earning my PhD, it felt refreshing to return to that kind of nurturing environment, almost like being back in a nursery. That’s the kind of simplicity and honesty with which Cairns has truly flourished,” shared Kamath, encouraging his fellow attendees to spread the word that Cairns in Tropical North Queensland, Australia is the place to be.
His sentiments were echoed by his dear friend Rajeev Raja, who said he had an absolute blast attending the Cairns Crocodiles in 2025.
“I found the attendees in Cairns to be incredibly welcoming, inspiring and a whole lot of fun. I was particularly taken with keynote speaker Olympic gold medallist Ariarne Titmus,” said Raja, who enthralled crowds in 2025 with an onstage performance with his legendary jazz flute.
Another significant announcement made at the event was that the Cairns Crocodiles would officially be opening a permanent Indian Office with the promotion of Bhavika Sharma to general manager India.
“I am delighted to be moving to the land of my parent’s birth and super excited to be calling Mumbai, the city of dreams, my new home. I look forward to continuing to engage the marvellous Indian creative community and bringing many of you across to Cairns in May 2026,” said Sharma.
The 2026 edition of the Cairns Crocodiles promises to be bigger and more inclusive than ever. The festival has expanded its awards categories to include new regional-specific Asia segments, designed to celebrate standout work from South-east, South and North-east Asia. For the first time, it will also introduce new regional awards that recognise market-leading campaigns across Asia-Pacific subregions.
The Hatchlings competition, which shines a spotlight on emerging talent, is also getting a creative boost, now welcoming entries in ‘Print & Publishing’ and ‘Out of Home’ categories to give young creatives even more ways to showcase their skills. The judging framework has been refined too, with a sharper focus on clarity, effectiveness and real-world impact.
To better accommodate international participants, deadlines for Hatchlings have been moved earlier, ensuring smoother visa processes for finalists. Additionally, the 2026 programming will embrace richer, more inclusive content that reflects the diversity and creative energy of the region.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
