Manmohan Taparia
Jan 11, 2012

Looking back: 2011, Going ahead: 2012 - KV Sridhar (Pops)

National creative director of Leo Burnett, KV Sridhar (Pops) looks back at the year that passed us by, and shares his insights on the current year.

Looking back: 2011, Going ahead: 2012 - KV Sridhar (Pops)

Looking back: What have been the macro-level gains for India in 2011? 

Apart from growth seen in rural, super luxury segments, sustaining positive sentiments of Indian economy is a huge gain. India gave further evidence to the world why we are the most compelling democracy in the world and why we are a long term horse to bet on, thanks to 2G, common wealth, Satyam, Reddy brothers and off course Anna stood as a testimony to our values and commitment to democracy.   

What kind of work / campaigns / events impressed you the most in 2011; and why?

Kaun Banega Crorepati connected well with a hugely optimistic common man, Airtel ‘Har friend zaroori hai’ for connecting with youth and old alike, Indian cricket by winning big time with old and young contributing equally and Anna by giving a voice to the people, are the most impressive ones and Sachin not getting his 100th ton, Kingfisher and FDI in retail are the most disappointing ones.

They say growth in India will be driven by rural markets, the 350 small towns spread across the country and PSUs. True or false? And why or why not?

Yes future growth will come from smaller towns as the younger generation is spending more and also a fresher infusion of Government money and marketers focus is also adding up. Look at telephony, DTH and personal products growth. Because yesterday’s luxuries are today’s necessaries, EMI mind set had over taken amongst the young  from saving mind set of the previous.  

How can we sustain a strong and diverse talent pool in ad land which has equity across the globe?

Advertising is a creative profession and adds excitement to people’s lives that is the only reason why they come to this profession, thanks to exiting ideas on brands like Airtel, Idea, Kaun Banega Crorepati, Coke Studio, McDonald’s, Cadbury's, Vodafone and Tata tea, we will not have an issue of attracting best talent  in spite of not matching MNC salaries. I believe passion brings people in. 

Harish Manwani, the COO of Unilever said: India is the future of the world. Does this statement reflect the reality? Your comment.

With 1.2 billion people it better be the future. The question is what will this billion plus people do? Can they feed the rest of the world? The answer would be yes, only if we can train the 700 million odd youngsters to do so.

If you had to start this business all over again in 2011, you would ...

Start the same way with a blank piece of paper and mind full of ideas.

If you could design the Indian business for 2012 with a clean sheet of paper, what were the three things you would do?
Keep the optimism and hope.
Innovate and adopt to live in global slowdowns.
Think big.

What do you ask the person in the mirror every morning?

Have I earned the right to live for one more day?

Campaign India

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