McCann India, part of Omnicom Advertising India, has announced Vinod Ravi, an independent director, as the winner of the inaugural edition of Fresh Take 2026, its talent initiative launched in collaboration with D&AD and Mothership Productions to identify and nurture the next generation of advertising filmmakers in India.
As the overall winner, Ravi will receive a sponsored trip to the D&AD Festival 2027 and will be commissioned for two commercial projects with McCann India, providing an opportunity to work on live client assignments.
Atul Pathak, a director, and Disha Daswani, an independent director, were named runners-up. Both will receive complimentary access to D&AD’s online masterclass programme, ‘Storytelling for Action’. The remaining shortlisted finalists included Raag Sapra, Gaurav Joshi and Victor Pillai.
The inaugural edition attracted more than 90 entries from ad film directors across the country following an open call for submissions. Entries were evaluated by a jury comprising leading professionals from advertising, filmmaking and production, with submissions assessed on storytelling, originality, creative vision and execution.
The awards were presented during a ceremony held on 7 August 2026 at Omnicom House, Mumbai, where the six shortlisted films were showcased before industry leaders, production houses and creative professionals.
Medianews4u.com caught up with Rahul Mathew, Chief Creative Officer, McCann India, Kashif Menon Founder, Executive Producer, Mothership Productions and Donal Keenan Chief Commercial & Operations Officer, D&AD
Q. What kind of directors are you hoping to find at Fresh Take?
Donal: We’re looking for directors with a distinctive point of view. Technical ability matters, but what really stands out is someone who can tell a story in a way that feels fresh, authentic and emotionally engaging. We want to discover filmmakers who aren’t trying to imitate what’s already out there, but who bring a unique perspective and the confidence to challenge convention.
Kashif: I think all of us are hoping to find a fresh bunch of voices that are showing some kind of fresh spark in their storytelling and their technique to some extent. It’s probably going to be genre agnostic at this point, just enough to catch their vibe.
Q. What made McCann decide that now is the time to back new directors?
Donal: From D&AD’s perspective, there’s never been a more important time to invest in emerging creative talent. The industry is evolving rapidly, audiences are demanding more authentic storytelling, and new platforms are creating opportunities for different voices to be heard. Partnerships like Fresh Take [YM1] demonstrate a shared commitment to ensure the next generation has meaningful opportunities to break into the industry.
Rahul: Discovery has always been one of the pillars that our business is built on. Discovering new solutions, new stories, new insights and of course new talent. While you can be taught the business, the talent in you often needs to be discovered, and more importantly, supported. And this process is as important for the business as it is for the talent.
Earlier we used to have the time to chance upon new directors, meet them, evaluate the potential. Today we tend to rush to the ones we know or whose work we know of. So Fresh Take is actually a way to crunch the time for discovery for agencies. A jury of prominent CCOs, directors and producers did the spotting and evaluating, so that the fortune of good talent isn’t left only to their luck.
Q. You will be only picking one winner for live projects. Is that enough to change careers?
Donal: Absolutely. It only takes one opportunity to change the trajectory of someone’s career. What’s important isn’t simply winning, it’s the exposure, the relationships, the confidence and the credibility that come from being recognised by respected industry leaders. One project can become a portfolio piece, open conversations and create momentum that lasts for years.
Kashif: While there will be a single winner, the many lists and entries will still expose us to many interesting and new voices, so yes, I do think it will invariably help in changing some careers.
Q. How will you make sure that the jury looks past big names?
Donal: The work has to speak for itself. D&AD has built its reputation over decades by judging creative excellence above all else. Fresh Take follows that same principle. We’re interested in originality, storytelling and creative vision—not someone’s network or profile. Great ideas can come from anywhere, and the Fresh Take judging process I believe is designed to recognise exactly that.
Kashif: I don’t think that at this point with the candidates being three years old in the business, anybody is a big name just yet. If in this period of time, some of them have managed to do great work, all the more they should be validated for it.
Q. D&AD trip is a big prize. What do you expect winners to bring back?
Donal: D&AD is an opportunity to immerse yourself in one of the world’s leading creative communities, to meet people across disciplines, to see exceptional work and to understand the standards that define world-class creativity. We want winners to come back with bigger ambitions, stronger networks and the confidence to think globally while telling stories that remain uniquely their own.
Kashif: Seeing the cream work of the world opens you up in ways that are very cerebral. Conversations with the best creative minds out there instills a layer of confidence. Hopefully the winners will bring back the zest to win a big one some day.
Rahul: We’re delighted to have D&AD support us, because it’s a show that has craft in its DNA. And craft is a big part of what makes for a good director. The winner will get a chance to interact with CCOs and directors from around the world and listen to conversations around craft and storytelling. At this stage in their careers, this would be more than its weight in gold. And of course, it would be hypocritical of us if we didn’t support the winner and hence the live projects.
Q. The deadline moved to 20 July. Did entries feel slow at first?
Donal: Creative competitions often gather momentum as people refine and perfect their work, so extending a deadline isn’t unusual. The priority was making sure talented filmmakers had every opportunity to submit their strongest work. We’d always rather judges have the chance to view the best work than rush the process.
Q. Storytelling, originality, craft, vision. Which one trips people/ participants up the most?
Donal: I’d probably say originality, not because people lack ideas, but because it’s easy to be influenced by the work we admire. The strongest directors understand those influences but still find their own voice. Originality doesn’t always mean doing something completely new; it means bringing a perspective that only you could bring.
Kashif: I’d imagine originality and craft are the two things that give participants the edge.
Q. Why limit work to films made in the first three years only?
Donal: Fresh Take is about discovering emerging talent at the beginning of their directing careers. Focusing on work from the first three years creates a level playing field and ensures we’re recognising potential as much as experience. It’s about identifying the next generation before they’ve had access to the opportunities more established directors have enjoyed.
Kashif: I guess three years is just about enough time to not fully get set in your ways, yet just enough time to have got some commissioned work to prove yourself and get paid for it.
Rahul: Since this is for fresh talent, we’ve kept it to directors who have been in the business for around three years. They’re the ones at a point in their careers where they need the vote of confidence and support. And to get that from such a jury will really help them leapfrog many hurdles.
Q. Two runners-up get masterclass access. Will that lead to real work too?
Donal: Learning opportunities, mentoring and industry connections all help build careers. While no programme can promise work, access to world-class creative thinking, feedback and networks can significantly accelerate someone’s development. Many successful creative careers begin with opportunities like these.
Kashif: Yes. There’ll be more winners than the actual winner. This exercise will definitely lead to many showreels reaching the right people faster than before.
Q. When do we see films from the winning directors on air?
Kashif: Hopefully very soon.
Q. The industry leans on tried and tested. How do you break that habit?
Donal: In reality, tried and tested equals dull and the cost of dull is real. The industry needs fresh thinking. The best organisations don’t choose between experience and emerging talent; they create opportunities for both to thrive. Initiatives like Fresh Take reduce the risk of discovering someone new by giving them a platform, professional support and meaningful briefs. If we want creativity to keep evolving, we have to keep investing in the people who will define its future.
Kashif: The industry also experiences fatigue and yearns for change and many times rewards fresh voices and newer vision.
Rahul: Apart from the winners, we shall also create a list of top directors from this year’s entries. These will be sent to production houses and agencies. We’re hoping this would help creatives, clients, PHs to take educated punts on fresh talent.
