Dr. Kushal Sanghvi’s Post

A DAY OF UNPLUGGED CHATTER ON AI AND CELEBRATING THE BEST IN MARKETING AT SMARTIES 2024 Yesterday was an absolutely amazing day of learning among with various industry leaders, peers/ friends about AI in our lives While Rohit Dadwal set the context and showcased some brilliant work being done across in the region on #creative communication done at scale through AI, Dr. Avinash Jhangiani had us all enthralled and participating in his one of a kind Play at Work session that got us to connect with the child in us Enjoyed my session with copanellists M V S Murthy ( MVS ) Vivek Bhargava Kosal Malladi Arpan Biswas around AI being impossible to work around and yet why the human insights backed by various data points will always critical From personalisation being the new norm, to applications of AI, the changing content ecosystem and real time optimisation of campaigns it was great listening into various experiences from Abhishek Joshi Anand Chakravarthy Devika Sharma Ishika Sharma Jahid Ahmed Rohan C. Lalatendu Das Saurabh Jain Shibu Shivanandan Shahana Sen Mishra Gandharv Sachdeva Ebu Isaac Was great to see MMA Global India launch a musical note at this years Smarties Gala with a room packed to capacity while there were more than 25% more entries from hundreds of #brands this year and not an easy task for us in the Jury to pick the winners, while we have been going through this rigorous process for months now Loads of new age companies picked their trophies, but the evening definitely belonged to the teams at Wavemaker who were unstoppable and Ajay Gupte and his teams make this a habit 🎉 Mondelēz International #marketing efforts are undeniably the best in the year picking up most coveted honours Anil Viswanathan Yash Desai and team deserve a thumbs 👍 My ex-colleagues and friends at Publicis Groupe Leo Burnett that picked many awards at Cannes too on PepsiCo clearly were the creative dynamos leading the pack too Amitesh Rao Rajdeepak Das A great platform for our industry to unlearn and pick the new and kudos to everyone at MMA Moneka Khurana Lloyd Pereira Vivek Sheth Priyanka Ranka for making this one so remarkable!! Huge round of applause to all the Winners across the various teams and great to see the kind of work that we're all doing in India :)

The Taste of India saluting the Gem of India Couldn’t have been a better way that Amul (GCMMF) in their trademark #momentmarketing style honour the Legend 🙏

Our #advertising and #marketing industry has been in reflection and mourning with Sir Ratan Tata's demise and it's a void that's impossible to fill and just so many memories that tons of us may be going through Here's a lovely tribute that's put forth by the team of afaqs! for this Titan who created tons of #brands and gave so many of us a chance to work for him, an here's some of us industry peers, leaders and friends including me along with Pops KV Sridhar Sir Lulu Raghavan Sambit Mohanty, Sir Prasoon Joshi, Keigan Pinto from FCB Ulka reflecting some moments with the Legend himself and the teams at Tata Group Thanks for putting this one out and being so thoughtful like always, Team afaqs! Sreekant Khandekar Nisha Qureshi Shreyas Kulkarni Tejal Parmar as a small Tribute to the one and only Sir Ratan Tata In fact it would be lovely for various others across the LinkedIn and media community to share some of their memories herein about the work, experiences and times with Sir as he'll always stay on in our hearts!

Take a look at both these pictures below 👇 . . The first picture is the from the latest Forbes report of the richest Indians and their worth and it’s interesting to see that about 100 Indians are now worth over $1 Trillion and definitely it’s as a result of us being one of the fastest growing economies and various new businesses and startup leaders like Zerodha Zomato and more join in this 100 list Now look at this second picture, that’s probably got little old data also from Forbes too and it captures three of the largest business houses, leaders of our time, and yet note the difference here, that among these three there’s just one who pretty much gave up all his wealth to help serve humanity, create for millions of more people’s lives through #jobs education, medical care and treatment, old age homes and so as to ensure that lakhs of families in India are able to grow Who among these is richer ??

The Man who stood beside each and everyone in his team has left millions handicapped Sir Ratan Tata was just a call/ text away for most of his teams and he’s been there for each one in thick and thin For millions of us in Bombay, the terror attacks across 26/11 are etched in stone and thought to share this file photo of a friend, Karambir Kang who happened to be the General Manager of Taj Mahal Palace And Tower Hotel Mumbai at that time and unfortunately while helping save hundreds of lives in the hotel, Karambir lost his wife and two sons at the hotel who living in the premises of the hotel that night While Karambir leads the Taj Hotels group for hotels in the US now, this message that he’s shared for his friend, manager, father figure Ratan is just one example of the thousands in his teams that he was a pillar for He instilled in his teams the values of customer first and we’re all witness to how at Taj, their teams lost their lives saving the lives of their customers and the level of service and warmth that the hotel gives us as guests is close to none of the fanciest global hotel groups in the world It may be remembered that he created a $1 billion trust to just take care of the families of all those who lost their lives in 26/11 and they would be indebted to him forever And yet while he taught his people/ teams the values of “customer first”, he himself has always been about his “people first” They’re couldn’t be another company in the whole world, where employees would have the sort of love, care, respect for their leader These heartfelt words speak it out I’m sure there would be so many such stories across his various group companies, be it the the mining workers at Jamshedpur For the millions working in the Tata Family, they’ve lost their Father figure ❤️🙏 #peoplefirst

India has just lost their Man of Gold 🙏🙏 Last night was that moment when time stopped ticking The Chairman Emeritus of the Tata Group the company who runs the largest business group in the country of over $100 Billion, breathe his last : Sir Ratan Tata And his parents perhaps knew from the time that he was born of what he’d be and named him “RATAN” While he built the largest business group and took India global like no one, he’s one man who truly stood for HUMANITY and the millions of lives that he touched, impossible to think of another in the world that would done that, and that’s what finally matter If PHILANTHROPY had to be synonymous with one person it would be him and the work that’s he’s been doing through Tata Trusts is one in the world, leaving an indelible mark on society at large running schools, colleges, hospitals, institutions, old age homes and his last project of the largest hospital for pets He’s pledged all his wealth for charities and for society at large and almost impossible to imagine another like him who could do that A man who truly stood for all his people and the kind of CULTURE that he set is not to be seen in any organisations While each company tries to work across on CUSTOMER CARE, its he who truly stood for that and set that as a precedent across all his various businesses The Titan who made truly made Tata Group stand for TRUST and consistency across all his business and products Such men are Angels sent by “HIM” to create for a better place, and it’s a loss for the whole world and not just his people and his business that he created A Life well lived, and till his last he continued to be a mentor for millions, the guiding light for lakhs of students and this loss is one that’s impossible to fill Let’s all take a moment and remember this man extra ordinaire, RIP Sir 🙏🙏 INDIA HAS LOST THEIR NOBLEST SOUL 🇮🇳 Picture courtesy Finshots

It’s the festive season and celebrating it in just such a tasteful way is something that #brand Amul (GCMMF) has just mastered so well And it’s always the brevity in their #momentmarketing that’s one of a kind Festive greetings to one and all :)

Finally it’s here… This one could be the best piece of news for per parents that Uber has finally decided to launch their Uber for pets in our country While the service has been around in their home country and one of the larget ones that has pet parents, this one definitely has their heart in a good place In fact care for pets just as our own is becoming an important aspect across not just travel as a category that saw even Akasa Air having special care/ services for us to have our pets along on the flights, its offices like Tata Group that even have provision for bringing them into work while it may be say a challenge to leave your pup say back at home Great to see such initiatives of inclusion and kudos to teams Uber India for making this happen

MAN ON A MISSION : VICKY KAUSHAL If you had to associate a growing actor with this Title, there couldn’t have been someone more appropriate than Vicky Kaushal with all his choice of films and accolades in the last couple of years and clearly he’s been on one hella of mission And yet while the #brand Reid & Taylor looks to make a comeback in the market, couldn’t have been a better choice through to pick a rising star In fact for many who remember the brand that was about 20 years ago and they consistently had used none other than Mr Bachchan for their #advertising then, while it’s being relaunched in a way, the choice of Vicky fits well with a younger audience, and this placement of Vicky in a fit bal suit just bang on with ET too Gets various tick marks, but what’s really important are all these insights that go into choosing the right celebrity and making for a great brand partnership too Needs a round of applause for the agency Eggfirst Advertising and Digital Marketing Agency for creating this one Ravikant Banka (Ravi Banka) and his team, sure looking dapper and cool with this This one’s a great breath of fresh air and good to see international brands making a comeback into a market that no one can avoid given the consumer power.

VARUN, DO YOU EVEN DRINK IT ?? Couldn’t miss the full front page of this one of “Smoodh” #advertising on Bennett Coleman & Co. Ltd. (The Times of India) and the campaign is across various other media too At ₹20 for a 180ml, the pricing proposition seems perfect while they’re looking to penetrate the market with this sachet style approach But then if you’ve tried this drink or ask any others who have they’ll tell you it’s like a Sugar Rush. The Lassi in this tiny format it 25% sugar and is this what they’re really calling “Smoodh lassi” While there’s a growing trend of being health conscious and staying away from these terribly sweetened drinks, fairly confident that Varun being the health freak that he is, he’s not drinking the sugar-filled one Why then is he advocating the same with this Wow gesticulation encouraging thousands to drink a 180ml bottle that’s sugar-loaded And while Varun is quite a hit not just in the metros and also for school going children too, isn’t this just not the right value proposition that that he’s pushing in for the children/ their parents This one is definitely not a WOW at all and given all the strictness especially through The Advertising Standards Council of India that’s been set of putting up the key ingredients of such products right upfront, why is there no mention of the sugar content being put in, given it’s so high on sugar About time that #brands start to get more responsible with their advertising