The Hindu Business Line : Get out of rear-view mirror complex, says Padamsee

Hyderabad, May 22 Ad guru Alyque Padamsee says one needs to get out of the rear-view mirror complex and try to look ahead to the future, looking through the windscreen.

Taking a pot-shot at those opposing ‘cheer girls’ and projecting the country using clichéd images, Mr Padamsee said India now had emerged as the ‘brain box’ of the world.

Mr Padamsee, the brain behind some of the most successful ad campaigns in the country that propelled some brands into top slots, was talking on ‘Ideation – the key to marketing magic’ at the ‘The Marketing Summit-2008’ here on Thursday. The summit was organised by UBC Consultants.

Punctuated with anecdotes and case studies of his experiments with ad campaigns and product launches, he pointed out how ideas held the key in innovation.

Defining an idea as ‘innovation that drives excellence and action’, he said one could even innovate on the original idea and still succeed. Citing the example of Sony’s creation of the walkman, innovating on Phillips’ dictaphone, he said it was important to have the never-say-die attitude and the ability to take risk.

Later, talking to reporters, he said advertisements, of late, had become ‘advertainment’, containing more of entertainment. “There are two basic rules about advertising. Noticeability and the promise of the product,” he said.

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