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# Cannes Podcast: We's Nitin Mantri on community, crisis and counsel
- URL: https://www.earned-first.com/cannes-podcast-wes-nitin-mantri-on-community-crisis-and-counsel/
- Published: 2026-06-30T10:32:12.000Z
- Updated: 2026-07-06T10:41:44.000Z
- Description: The We. Communications Asia-Pacific president discusses brand communities, crisis-prone startups, and the region's growth outlook.
- Author: Arun Sudhaman
- Tags: Earned First Podcast, Cannes

Recorded at Cannes Lions 2026, We.Communications Asia-Pacific president Nitin Mantri discusses how brands such as Adidas and ITC have built genuine community participation rather than advertising-driven attention, and why measuring community value means tracking behaviour change and outcomes rather than campaign activity.

He also addresses why startups in India are especially crisis-prone, the uneven influence of the CCO role relative to other markets, and the pressure on comms fees despite rising demand for senior counsel. The conversation closes with a regional view across India, China, Singapore, Australia and Malaysia, and the geopolitical headwinds facing Brand India.

[Cannes: WE's Nitin Mantri on community, crisis and | RSS.com](https://rss.com/podcasts/earned-first/2953706/?ref=earned-first.com) 

The [Earned First Cannes podcast](https://www.earned-first.com/earned-first-podcast/) is produced by Reel Films. 

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