If creativity is the bedrock of the advertising business, the AAAI believes it has to be seen as its custodian.

The Cannes Advertising Festival provides an opportunity to do just this. For four years running, the AAAI has been selecting the national young creatives team from India, a two-person entry for the prestigious International Young Creatives' Contest being held at Cannes. AAAI, in association with the Times Group, has been running national advertisements (at no cost) inviting entries for the contest and selecting the winners from this contest to be the lucky team to wear the national colours at Cannes. All expenses for this team are sponsored. The young team selected each year obviously has a fantastic opportunity to compete with teams from all over the world and get international exposure and make a bid for glory. The AAAI's Past President, Mr Ramesh Narayan, is known for having spearheaded this activity that selects the winning team.