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Rina Chandran

Mumbai , Nov. 10

DROVES of advertising, marketing and media professionals from across the country and the region are descending on Jaipur for AdAsia 2003, as the Pink City plays host to about 1,500 delegates and 24 speakers from 17 nations, all congregating to `Break the Rules', the theme of the congress.

The first day of the conference will focus broadly on management, with speakers such as Mr C.K. Prahalad, `Maverick' Ricardo Semler, HLL's Mr M.S. Banga, Mr Clyde Fessler (of Harley Davidson) and Mr Irwin Gotlieb (of MindShare Worldwide). The second day features a Chairman's Round Table with speakers like Mr Mukesh Ambani and Mr Kumar Mangalam Birla speaking on `India: the Brand.' Day 3 is devoted to examining super brands and the Asian perspective on advertising, with speakers like Mr Lester Wunderman, Mr Rajat Gupta, Mr Noel Coburn and Mr Jane Gorard. The final day will look at great campaigns and brands and consumer insight, with speakers like Mr Jack Trout, Mr Marcello Serpa (Almap BBDO), Mr David Droga (Publicis Worldwide), Mr Santosh Desai, Mr Piyush Pandey and Mr Charles Handy (social philosopher).

The convention - being held in India after a gap of 21 years - will earn goodwill for the country, and also make it a natural choice for more such conventions, organisers said. Previous AdAsia conventions have been held in Taipei, Pattaya, Manila and Bali, and the next convention will be held in Singapore in 2005. India won its bid primarily because it has emerged as a powerful market in the region, and because it is quickly signalling its arrival on the world map with regards to advertising, marketing and media, organisers said.

Compared to the near-stagnant growth in mature markets like the US and Europe, Asia is growing at 6-8 per cent, and the large youth demographic and the rising profile of the middle class in India makes it a particularly attractive market for all manner of goods and services.

"Interest in India as a country is pretty high in the region, and there is also more awareness now that India is a force to reckon with in advertising," said Mr Ramesh Narayan, Chairman, Planning Committee, AdAsia 2003 & MD - Canco Advertising.

Indeed, the convention kicks off on the heels of the appointment of Mr Piyush Pandey, Group President & National Creative Director, Ogilvy & Mather Advertising, as President of the Film, Press and Outdoor juries at the Cannes International Ad Festival 2004. Mr Pandey, who was a member of the Film jury in 2002, was voted Asia's Creative Person of the Year in 2002, and is the first Asian to hold the Cannes position. "It's the highest honour for any ad professional, and it's hugely important for India and Asia, as it puts us even more firmly on the world map," said Mr Pandey, who will take over as Executive Chairman of O&M in January. "In the last two years, India has won nine Lions and that puts us on top in Asia, so there is a lot that we can share with others in the region, and much that we can learn, as well."

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