I would like to believe that I’ll spend the last quarter of century which is
the last quarter of century which is
the last quarter of century which is more than most of your age in the
more than most of your age in the
more than most of your age in the persuation business but unfortunately
persuation business but unfortunately
persuation business but unfortunately though what you see is advertising and
though what you see is advertising and
though what you see is advertising and the moment it comes on you want to leave
the moment it comes on you want to leave
the moment it comes on you want to leave the room
the room
the room so I am also part of the reason why you
so I am also part of the reason why you
so I am also part of the reason why you buy stuff that you don’t need with money
buy stuff that you don’t need with money
buy stuff that you don’t need with money that you don’t have to impress people
that you don’t have to impress people
that you don’t have to impress people you don’t particularly like and I’m here
you don’t particularly like and I’m here
you don’t particularly like and I’m here to tell us about all the mistakes that I
to tell us about all the mistakes that I
to tell us about all the mistakes that I have made so that you who are starting
have made so that you who are starting
have made so that you who are starting out don’t make the same mistakes and you
out don’t make the same mistakes and you
out don’t make the same mistakes and you know in process undo some of the evil
know in process undo some of the evil
know in process undo some of the evil that I have done admission I was not
that I have done admission I was not
that I have done admission I was not always a creative person I trained to be
always a creative person I trained to be
always a creative person I trained to be a manager I am an MBA from Burma be back
a manager I am an MBA from Burma be back
a manager I am an MBA from Burma be back in 1992 and I was an HR manager but
in 1992 and I was an HR manager but
in 1992 and I was an HR manager but within a year I realized that I am not
within a year I realized that I am not
within a year I realized that I am not good at it and I don’t want to do it and
good at it and I don’t want to do it and
good at it and I don’t want to do it and I don’t I didn’t know what to do about
I don’t I didn’t know what to do about
I don’t I didn’t know what to do about it until a very wise and kind friends
it until a very wise and kind friends
it until a very wise and kind friends uncle gave me this example he said beta
uncle gave me this example he said beta
uncle gave me this example he said beta if you are late for your train to Delhi
if you are late for your train to Delhi
if you are late for your train to Delhi and you reach the station in panic and
and you reach the station in panic and
and you reach the station in panic and you see a train pulling out and you
you see a train pulling out and you
you see a train pulling out and you think it’s the training to jump into it
think it’s the training to jump into it
think it’s the training to jump into it and after some time the TT competence is
and after some time the TT competence is
and after some time the TT competence is better I thought chanmi Jerry will you
better I thought chanmi Jerry will you
better I thought chanmi Jerry will you go to Chennai or you will get over the
go to Chennai or you will get over the
go to Chennai or you will get over the next Asian and go back to Delhi so I got
next Asian and go back to Delhi so I got
next Asian and go back to Delhi so I got off the train and I joined advertising
off the train and I joined advertising
off the train and I joined advertising way back in 1992 and found the entire
way back in 1992 and found the entire
way back in 1992 and found the entire business in control-z mode basically
business in control-z mode basically
business in control-z mode basically what had happened is the narsimha our
what had happened is the narsimha our
what had happened is the narsimha our government in 91 had privatized allowed
government in 91 had privatized allowed
government in 91 had privatized allowed private and foreign broadcasters to
private and foreign broadcasters to
private and foreign broadcasters to start broadcasting and from 1990 from a
start broadcasting and from 1990 from a
start broadcasting and from 1990 from a two channel D D 1 D 2 we had become a
two channel D D 1 D 2 we had become a
two channel D D 1 D 2 we had become a hundred channel country with 400 million
hundred channel country with 400 million
hundred channel country with 400 million viewers and every client wanted TV
viewers and every client wanted TV
viewers and every client wanted TV seized and from proper English print
seized and from proper English print
seized and from proper English print industry we became Hindi advertising via
industry we became Hindi advertising via
industry we became Hindi advertising via pathway
pathway
pathway like a fence and nobody knew how to do
like a fence and nobody knew how to do
like a fence and nobody knew how to do ads we didn’t have any training in
ads we didn’t have any training in
ads we didn’t have any training in audio-visual so everybody had to do
audio-visual so everybody had to do
audio-visual so everybody had to do control-z and undo and relearn
control-z and undo and relearn
control-z and undo and relearn everything but TV gave us enormous power
everything but TV gave us enormous power
everything but TV gave us enormous power TV suddenly we could reach millions any
TV suddenly we could reach millions any
TV suddenly we could reach millions any time of the day at any instant and with
time of the day at any instant and with
time of the day at any instant and with great power comes great responsibility
TV made of lazy and we replaced
TV made of lazy and we replaced persuasion which is our business with
persuasion which is our business with
persuasion which is our business with repetition we TV gave us the big hammer
repetition we TV gave us the big hammer
repetition we TV gave us the big hammer and what do you have what happens when
and what do you have what happens when
and what do you have what happens when you have a hammer in your hand
you have a hammer in your hand
you have a hammer in your hand everything looks like a nail so we
everything looks like a nail so we
everything looks like a nail so we thought if you beat up people on the
thought if you beat up people on the
thought if you beat up people on the head enough time with a message it’ll
head enough time with a message it’ll
head enough time with a message it’ll start going in and we became boring we
start going in and we became boring we
start going in and we became boring we become irritating we started bludgeoning
become irritating we started bludgeoning
become irritating we started bludgeoning people with our messages until they saw
people with our messages until they saw
people with our messages until they saw you know they started hating us but we
you know they started hating us but we
you know they started hating us but we forgot about people also with weed they
forgot about people also with weed they
forgot about people also with weed they become target audience if you please you
become target audience if you please you
become target audience if you please you know and they become statistics there
know and they become statistics there
know and they become statistics there was a marketing warfare I started
was a marketing warfare I started
was a marketing warfare I started hearing and we were the Arsenal to you
hearing and we were the Arsenal to you
hearing and we were the Arsenal to you know win areas in people’s heads and TV
know win areas in people’s heads and TV
know win areas in people’s heads and TV she obviously was the weapon of choice
she obviously was the weapon of choice
she obviously was the weapon of choice and we chose glamour over connecting we
and we chose glamour over connecting we
and we chose glamour over connecting we chose glamour over and gauging and we
chose glamour over and gauging and we
chose glamour over and gauging and we were advertising became about what
were advertising became about what
were advertising became about what people what the clients wanted and not
people what the clients wanted and not
people what the clients wanted and not what people care about
what people care about
what people care about in a decade the world changed 2004
in a decade the world changed 2004
in a decade the world changed 2004 Facebook 2005 YouTube and we started
Facebook 2005 YouTube and we started
Facebook 2005 YouTube and we started seeing videos going viral which has been
seeing videos going viral which has been
seeing videos going viral which has been short at a fraction of our TV budget by
short at a fraction of our TV budget by
short at a fraction of our TV budget by a teenager on a handycam people loved
a teenager on a handycam people loved
a teenager on a handycam people loved and shared them and we thought it’s a
and shared them and we thought it’s a
and shared them and we thought it’s a phase it’ll pass and 13 years have
phase it’ll pass and 13 years have
phase it’ll pass and 13 years have passed and we still haven’t woken up we
passed and we still haven’t woken up we
passed and we still haven’t woken up we still do boring ads that new you’re like
still do boring ads that new you’re like
still do boring ads that new you’re like waiting for 4 3 2 1 boom you can skip
waiting for 4 3 2 1 boom you can skip
waiting for 4 3 2 1 boom you can skip this ad and we’re in denial and were to
this ad and we’re in denial and were to
this ad and we’re in denial and were to wake up sometime and we are in a age
wake up sometime and we are in a age
wake up sometime and we are in a age when ad free means premium can you
when ad free means premium can you
when ad free means premium can you imagine the stage
imagine the stage
imagine the stage profess the thing is that we always new
profess the thing is that we always new
profess the thing is that we always new brand select people a brand as a
brand select people a brand as a
brand select people a brand as a personality it has a unique tone and
personality it has a unique tone and
personality it has a unique tone and manner it has a look and feel all that
manner it has a look and feel all that
manner it has a look and feel all that we knew but people do stuff no people
we knew but people do stuff no people
we knew but people do stuff no people don’t talk all the time they also do
don’t talk all the time they also do
don’t talk all the time they also do stuff and actions speak louder than
stuff and actions speak louder than
stuff and actions speak louder than words but we did we had created talking
words but we did we had created talking
words but we did we had created talking brands they did nothing people perceive
brands they did nothing people perceive
brands they did nothing people perceive us the way we behave and people perceive
us the way we behave and people perceive
us the way we behave and people perceive brands by how they behave
brands by how they behave
brands by how they behave so does time for brands to do and not
so does time for brands to do and not
so does time for brands to do and not just say and it was time to undo the
just say and it was time to undo the
just say and it was time to undo the sins of our talking by some doing and it
sins of our talking by some doing and it
sins of our talking by some doing and it was time to inspire engage and and not
was time to inspire engage and and not
was time to inspire engage and and not to irritate so here are a few example of
to irritate so here are a few example of
to irritate so here are a few example of brands that do
when I
when I survey this project I thought you’re
survey this project I thought you’re
survey this project I thought you’re crazy
crazy
crazy [Music]
[Music]
[Music] you can see like what we were going by
you can see like what we were going by
you can see like what we were going by on the screens and then you can feel it
on the screens and then you can feel it
on the screens and then you can feel it so it felt like oh we’re going past then
so it felt like oh we’re going past then
so it felt like oh we’re going past then oh now I feel that we’re going past that
oh now I feel that we’re going past that
oh now I feel that we’re going past that it’s out real well currently with the VR
it’s out real well currently with the VR
it’s out real well currently with the VR headsets it does isolate you and whereas
headsets it does isolate you and whereas
headsets it does isolate you and whereas this particularly with the children they
this particularly with the children they
this particularly with the children they were able to point things out to each
were able to point things out to each
were able to point things out to each other to really enjoy the experience
other to really enjoy the experience
other to really enjoy the experience communally
communally
communally [Music]
if someone in my generation someone in
if someone in my generation someone in school today could be in first people in
school today could be in first people in
school today could be in first people in Mars
Mars
Mars [Music]
[Music]
[Music] this is what I mean when I say do this
this is what I mean when I say do this
this is what I mean when I say do this is doesn’t irritate you this inspires
is doesn’t irritate you this inspires
is doesn’t irritate you this inspires you
you
you this is this connects with a generation
this is this connects with a generation
this is this connects with a generation of scientists and engineers were in
of scientists and engineers were in
of scientists and engineers were in great school today and brings alive the
great school today and brings alive the
great school today and brings alive the magic that is space exploration the
magic that is space exploration the
magic that is space exploration the adventure that it is to them now after
adventure that it is to them now after
adventure that it is to them now after on to the next case study this is first
on to the next case study this is first
on to the next case study this is first fortified which is a music streaming
fortified which is a music streaming
fortified which is a music streaming channel and how they use music to help
channel and how they use music to help
channel and how they use music to help people with Parkinson’s which is world’s
people with Parkinson’s which is world’s
people with Parkinson’s which is world’s second largest neurological widespread
Parkinson’s is a common neurological
Parkinson’s is a common neurological disease and it’s more than trembling
disease and it’s more than trembling
disease and it’s more than trembling hands proper medication and brain
hands proper medication and brain
hands proper medication and brain surgery improve many Parkinson’s
surgery improve many Parkinson’s
surgery improve many Parkinson’s symptoms but not the gate ooh – courses
symptoms but not the gate ooh – courses
symptoms but not the gate ooh – courses key master finds percentages okay how
key master finds percentages okay how
key master finds percentages okay how much a difficult I panic coming
much a difficult I panic coming
much a difficult I panic coming erudition DeFazio last wizard the
erudition DeFazio last wizard the
erudition DeFazio last wizard the solution may be in another natural thing
[Music]
[Music] it happens three ways music provides
it happens three ways music provides
it happens three ways music provides rhythm for patients to control their
rhythm for patients to control their
rhythm for patients to control their steps
steps
steps music promotes new neural connections in
music promotes new neural connections in
music promotes new neural connections in healthy areas of the brain and music
healthy areas of the brain and music
healthy areas of the brain and music releases dopamine a natural chemical
releases dopamine a natural chemical
releases dopamine a natural chemical involved in pleasure and motor control
involved in pleasure and motor control
involved in pleasure and motor control so how can we connect this knowledge to
so how can we connect this knowledge to
so how can we connect this knowledge to people’s lives introducing Parkin sounds
people’s lives introducing Parkin sounds
people’s lives introducing Parkin sounds powered by Spotify
powered by Spotify
powered by Spotify Parkin sounds helps patients find their
Parkin sounds helps patients find their
Parkin sounds helps patients find their ideal pace it automatically selects the
ideal pace it automatically selects the
ideal pace it automatically selects the songs that match that beat from any
songs that match that beat from any
songs that match that beat from any Spotify playlist and Parkinson’s can add
Spotify playlist and Parkinson’s can add
Spotify playlist and Parkinson’s can add audio cues to the patient’s favorite
audio cues to the patient’s favorite
audio cues to the patient’s favorite songs so steps get increasingly bigger
songs so steps get increasingly bigger
songs so steps get increasingly bigger steadier and safer and it’s a therapy so
steadier and safer and it’s a therapy so
steadier and safer and it’s a therapy so the more they listen the further they go
the more they listen the further they go
the more they listen the further they go after all it’s Parkinson’s disease but
after all it’s Parkinson’s disease but
after all it’s Parkinson’s disease but it’s the patient’s life but doing
it’s the patient’s life but doing
it’s the patient’s life but doing something that really makes people’s
something that really makes people’s
something that really makes people’s lives then they made music miraculous
lives then they made music miraculous
lives then they made music miraculous and they turn music lovers into
and they turn music lovers into
and they turn music lovers into believers now you don’t feel they give
believers now you don’t feel they give
believers now you don’t feel they give wasting time in listening to music close
wasting time in listening to music close
wasting time in listening to music close a home this is a case study by Brooke
a home this is a case study by Brooke
a home this is a case study by Brooke bond which is a hundred-year-old band as
bond which is a hundred-year-old band as
bond which is a hundred-year-old band as funny ideas you can become and see what
funny ideas you can become and see what
funny ideas you can become and see what they have done
the third gender ignored by most
the third gender ignored by most tolerated by some misunderstood by own
tolerated by some misunderstood by own
tolerated by some misunderstood by own in India the hedges are a community
in India the hedges are a community
in India the hedges are a community almost an exile standing out traffic
almost an exile standing out traffic
almost an exile standing out traffic signals after failing to blend in
signals after failing to blend in
signals after failing to blend in knocking on our windows in the hoop for
knocking on our windows in the hoop for
knocking on our windows in the hoop for some kindness and perhaps a smile but
some kindness and perhaps a smile but
some kindness and perhaps a smile but when they don’t get either they keep
when they don’t get either they keep
when they don’t get either they keep their chin up and find a way to simply
their chin up and find a way to simply
their chin up and find a way to simply be
be
be happy
happy
happy [Music]
okay
okay [Music]
so in one fell swoop from a fuddy duddy
so in one fell swoop from a fuddy duddy 100 orb and they become progressive
100 orb and they become progressive
100 orb and they become progressive sensitive with it modern brand and chai
sensitive with it modern brand and chai
sensitive with it modern brand and chai has always been about ChaCha
has always been about ChaCha
has always been about ChaCha and they gave the young consumers of
and they gave the young consumers of
and they gave the young consumers of Brook born something to do ChaCha aboard
Brook born something to do ChaCha aboard
Brook born something to do ChaCha aboard about equality about humanity and about
about equality about humanity and about
about equality about humanity and about sensitivity finally to quote Einstein
sensitivity finally to quote Einstein
sensitivity finally to quote Einstein the definition of insanity is to do the
the definition of insanity is to do the
the definition of insanity is to do the same thing over and over again and
same thing over and over again and
same thing over and over again and expect different results and control-z
expect different results and control-z
expect different results and control-z is no longer an option but a must for
is no longer an option but a must for
is no longer an option but a must for advertising because we must believe that
advertising because we must believe that
advertising because we must believe that people are intelligent emotional beings
people are intelligent emotional beings
people are intelligent emotional beings who cannot be fooled by the trickery of
who cannot be fooled by the trickery of
who cannot be fooled by the trickery of Photoshop or lovely words but can easily
Photoshop or lovely words but can easily
Photoshop or lovely words but can easily be made to fall in love with a brand who
be made to fall in love with a brand who
be made to fall in love with a brand who do honest and inspiring
do honest and inspiring
do honest and inspiring [Applause]
”
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