India made its global footprint stronger in 2018

Piyush Pandey became the first Indian to assume the role of a Global CCO; Indian agencies won prestigious international awards and India is all set to become the third largest ad market globally.

e4m by exchange4media Staff
Updated: Dec 31, 2018 8:23 AM

India’s prominence in the global arena grew stronger in 2018. An Indian assumed the reins of the world’s oldest advertising agency, Indian ad campaigns won prestigious international awards, and healthy growth in 2018 indicates that India is poised to become the third largest contributor to the advertising market globally. 

India Among Global Top 3 Ad Markets

GroupM predicts that India will contribute $1.35 billion (Rs 9,516 cr approx.) of growth to the advertising industry in 2019. Ad expenditure will be growing at 14 per cent in India making it the third largest contributor to the global ad market driven by 7% real consumer spending growth. 

India’s 2019 prospective growth is the same order as Australia’s, Russia’s and Brazil’s combined growth, even though India’s total ad economy is a mere quarter of the others’ combined heft. In the order of contribution, the top ten markets are China, US, India, Japan, UK, Philippines, Canada, Australia, Brazil, and Russia.

Pandeymonium Hits the Globe

When ad land wakes up on January 1, 2019, Piyush Pandey will be the global creative boss-man at the world’s oldest advertising agency - Ogilvy. This makes him the first Indian to lead an agency’s creative team at the global level. 

His elevation to the post of Global CCO Ogilvy was among the most high-profile appointments of the year. Pandey, India’s beloved ad man, has made his country proud by winning numerous international awards. He won his first Gold Cannes Lions in 2002 for an anti-smoking ad. This year he and his brother Prasoon Pandey became the first Indians and first Asians to receive the Lion of Saint Mark Award for Lifetime Achievement. It is Cannes Lions’ highest honour for legends in the communications industry.  

Even before his elevation, Pandey was the most illustrious and globally renowned advertising personality from India. Ogilvy’s choice of Piyush Pandey, positions India as one of the leading markets in the advertising world and home to exceptional talent capable of leading global teams. 

Award-Winning Work

India had a spectacular show at international award festivals in 2018. 

At the Cannes Lions International Festival of Creativity Indian agencies bagged the two Grand Prix Lions for the fourth year in a row and gold, silver, and bronze Lions in the Glass category keeping up the tradition of winning in the category every year since its launch in 2015. 

FCB India’s Sindoor Khela which was one of the big winners this year brought home two gold Lions and two Bronze Lions including a Gold in the Glass category. The campaign also won numerous other prestigious international awards including Grand Prix in Glass at Spikes Asia, two pencils at the D&AD Impact Awards, and a gold metal at the Clio awards. 

One of the most talked about campaigns at Cannes this year was the Blink to Speak initiative by TBWA\ India. It won the Lions Health Grand Prix for Good. Winning in the Creative Effectiveness category, Ogilvy scored a Grand Prix for the Savlon Healthy Hands Chalk Sticks initiative. 

WAT Consult’s #PowerlessQueen campaign for NGO Nanhi Kali won a Grand Prix in Prague International Awards, and two metals at both Spikes Asia and Tangrams APAC. 

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