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India is full of growing number of unicorns

All glitz I On Day 2 of IAA India Silver Jubilee Summit, ad gurus touched upon number of topics incluidng need for new world order business model.

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Srinivasan Swamy and Raj Nayak (L), Faris Abouhamad and Pradeep Guha (extreme R) with: Sanjiv Puri, Cindy Gallop, Paul McCarthy and Simon Kemp
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If Day 1 of the IAA India Silver Jubilee Summit was star-studded with Shah Rukh Khan in attendance, Day 2 was packed with sessions offering knowledge and perspectives. First up was Cindy Gallop, founder and former chair of BBH, USA and founder of the MakeLoveNotPorn, New York who touched upon a variety of topics ranging from the need for a new world order business model, the significance of empowering women in the advertising industry and the need to be able to differentiate sex from porn.

This was followed by author and consultant Paul McCarthy's address on 'The New Renaissance: Global Talent in The Age of Online Gravity'. McCarthy discussed the issue of talent and what makes gravity giants successful.

Division and reunification of labour was what he focused on as he spoke about old versus new school talent/skills. Talking about online gravity, he moved on to talk about how digitisation is rapidly growing in India citing Prime Minister Narendra Modi's example and how he's applied the strategy of what is called digital leadership.

McCarthy said that India is full of growing number of unicorns, companies which have the potential of becoming gravity giants, citing examples of Zomato and Flipkart.

Next up were Simon Kemp, regional managing director, We Are Social from Singapore, the Madrid, Spain-based Fernando Ortiz-Ehmann, senior strategist, Saffron Brand Consultants, Sanjiv Puri, president - FMCG, ITC Ltd, Parminder Singh, MD, Twitter (South East Asia/India/MENA), who spoke on disruption with specific reference to their own fields and the media. While Puri talked about how ITC became a global company, Singh highlighted the effectiveness of real-time conversations on Twitter with examples like J&K flood and football matches. Puri also spoke at length about how an Indian brand as theirs understood the equity of tradition and went on to become such a successful conglomerate.

The last leg of the second day of the IAA Silver Jubilee Summit saw sessions from Xaxis APAC CEO Michel de Rijk and Sequoia Capital MD Abhay Pandey. What followed the day full of knowledge and trendwatching was a celebration which saw presentation of awards to select future leaders.

Shared values + shared action = shared profit

For Cindy Gallop, founder and former Chair of BBH, USA and founder of MakeLoveNotPorn, New York, it is very important to bring about a change in the core dynamics of the place you work at. In her session titled ' Make Your Own Change: Designing The Future You Want' at the IAA Silver Jubilee Summit, Gallop highlighted the model she follows at work and asked fellow industry persons to follow it which is based on identifying what you love doing and the conditions under which you particularly love doing the work. She also spoke about doing good and making money simultaneously, not separately. She shared a case study on Oreo cookies about their 'you can dunk in the dark' campaign which was achieved by putting in complete faith in their agency.

She said that trust and values should be of prime importance for any agency to grow and succeed. Shared values + shared action = shared profit (financial and social) was her mantra which she shared with the audience as she strongly believes as a powerful strategy for the new world business model. She said, "Today's marketing is about co-creation, tomorrow's marketing about co-action".

And then she moved on to talk about what led to the creation of MakeLoveNotPorn.

She wanted to create a medium that talks about what everyone knows and no one talks about. She urged Indian audiences to embrace this new concept of sextech and be more open to the idea of making sex social. In a country like India, where people are so active on the social media and where there's no platform to talk about sex, Gallop thinks MakeLoveNotPorn would be a great idea.

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