Arvind Wable: The issue is that people see digital as a completely virtual world to connect with the consumer. I think the efficacy of the medium will become more visible and more meaningful if we connect digital with real, that is, connect digital with activation. We are trying to do exactly that through Aquila Experience and it has got tremendous traction from our clients. Aquila’s addition to strategic capability of Draftfcb Ulka is a force multiplier.
Arvind Wable, Executive Director & CEO – Delhi, Draftfcb Ulka & CEO Draftfcb Singapore, is a veteran in the advertising world and has witnessed many changing trends in the industry. An alumnus of the Indian Institute of Management, Ahmedabad, Wable started his career at Hindustan Thompson Associates (now JWT) in 1977 as a management trainee in Chennai. In 1983, he moved to a start-up company, Network, to set up the marketing department and launch the first electronic typewriter in the country. He joined Ulka Advertising (now Draftfcb Ulka) in 1989 and has been at the helm of things for more than two decades since then, being associated with brand building efforts of numerous companies, including Tata Motors, Tata Docomo, Whirlpool, Amul, and Hero, to name a few.
Puneet Malhotra, General Manager, Aquila Experience, has been providing brand experience solutions to clients across various mediums for the last 12 years. He has conceptualised and run programmes across most services and formats, including Retail Activation, Direct Marketing, Events, Roadshows, School & College Programmes, Mall Promotions, Social Media, etc. Through these years he’s worked for clients like Turner International (Cartoon Network & Pogo), HP, Bausch & Lomb, DLF Malls, Microsoft, Whirlpool, Tata Indica, Castrol, Cummins India, GPI, Choko La and more. Having done a stint of four years with Drafcb Ulka earlier, Malhotra rejoined the company in April 2011 to spearhead operations for Aquila Experience.
In conversation with Deepika Bhardwaj of exchange4media, Arvind Wable and Puneet Malhotra speak about Draftfcb Ulka’s foray into the experiential marketing domain, the future and completing 50 years...