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Noorings: The AdAsians are here...

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Noorings: The AdAsians are here...

It is not surprising that just about every Indian agency – creative, media or digital, key marketers, media owners and most members of the business press from India and other markets in Asia are already in, or making their way to, Taj Palace in New Delhi. Over 1,000 delegates are expected to spend a significant part of this week here. The reason: AdAsia has returned to India after eight years.

When AdAsia took place in 2003, I was a rookie cleaning up AdAsia copies and experiencing the grandeur of the event through conversations. In fact, many of us who have joined the industry in the last eight years have “grown up” hearing a lot about the glory and achievements of AdAsia 2003, and how the event was amongst one of the first that put India on the global map in the communications business. Advertising was not just for ad professionals in agencies, but it impacted a larger portion of the society’s fabric and AdAsia 2003 tabled all those discussions.

But of course, much has changed in the last eight years – AdAsia’s very theme captures this – Uncertainty is truly the new certainty. So, obviously when the AdAsia 2011 Organising Committee got together to create the India chapter for this year, they were faced with some very relevant questions. How is the forum different from other such options? Why should companies from the region participate in AdAsia in India? More importantly, why should anyone pay a decent amount to attend this forum?

And those who either attended the roadshows organised by AFAA that were addressed by AdAsia OC’s Chairman Madhukar Kamath or followed AdAsia’s agenda or will gather at the event on November 1, 2011, already know the answer. AdAsia this year is special not only for the legacy that it holds, but also because the team behind AdAsia 2011 has worked hard in assembling one of the best content line-ups that the event has witnessed in the last many years.

Some of the most distinguished names of the global communication industry are gathered here, and delegates will get a chance not only to hear the thoughts of these leaders first hand, but also to pose a question or two on what the future growth drivers are.

Why should we be excited to be at AdAsia? Because over these three days, global marketers, media agency CEOs and other stakeholders will discuss some of the most pertinent questions that come with the progress in technology or the challenges from the advent of digital. What is the value of a brand and how does anyone measure it or the never ending conversation of where is the consumer headed in the changing media landscape – the AdAsia conversations promise to answer, or at least throw more light, on some of these questions.

And I look forward to hearing all these answers and what some of these visionaries think of the future we are headed into.

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