Agnello Dias, NCD, JWT:
In conversation with Tasneem Limbdiwala.
1. How is it celebrating advertising
I have personally understood the hoopla about
a geographical location making one festival
any better than the other. But I guess the sensory
cues that some places have make it 'feel' more
like a festival than the other. In that respect,
Goa is probably the best bet we have.
2. Do you think the event has set international
standards, good enough to be recognised as an
Asia wide event?
To be honest, it first has to become a truly
India wide event before even thinking of Asia.
So in that respect, a united India award show
this year is at least a start. Hopefully it
can go on to become an Asia wide event soon.
3. How do you think this year’s
event is different from last year and since
the time it was launched?
I guess, the biggest difference is that this
time, it seems like the two big entities have
come together for a greater common good, and
this apparently is the biggest difference I
can think of.
4. Apart from coming together of AAAI
and Ad Club for hosting one single event, what
do you think are the key changes that the industry
has seen say over a period of one year?
I think there is a tremendous growth in communication
beyond the traditional media of TV, print and
outdoor to television content, PR, events and
shows etc. Today you can actually do a national
launch without TV, print and outdoor.
5. What areas according to you needs
due consideration? What do you think the industry
is doing about it?
I think we have to get above petty differences
and insecurities that our competitive nature's
bring about and look at the shows as a celebration
of all that transpired through the year. To
me one clear benefit of such events is to see
so much work happening together in one place
at one time.
6. What difference do you think it
makes to the young creative minds of the country?
A lot of difference! At least it seems from
the angst and ecstasy this results in even to
the biggest players. Nobody's immune apparently.
7. If you were to select one 360 degree
campaign, as the campaign of the year, which
one would it be and why?
I'm sorry I cannot answer that right now. May
be, after the show!