Industry POV

“#ETAwards: Ad men's mixed reactions on Modi's demonetisation drive” - Ashish Bhasin

19/12/2016

Brand Equity decided to speak to the advertising biggies to gather their reaction on PM's revolutionary reform

Demonetisation was the buzzword at ET Awards 2016; while Modi's team held forth on its merits; top Indian CEOs were seen taking notes. Senior union ministers Arun Jaitley, Nitin Gadkari, Suresh Prabhu and Piyush Goyal, at the event, presented an update of what's happening on the demonetisation drive front, and their thoughts on brand new India.

​ Brand Equity decided to speak to the advertising biggies to gather their reaction on this revolutionary reform that the country is witnessing, currently.

Piyush Pandey, executive chairman and creative director, Ogilvy & Mather India and South Asia

​ The FM’s speech did not change my mind about demonetisation since I always believed in it. I’d bought a 1 BHK in 1985 paying Rs 2,45,000, but I had to pay a black component, for which I had to convert Rs 30,000 from my father’s provident fund! That hurt still hasn’t gone away.

Bobby Pawar, managing director and chief creative officer, Publicis India

​ An analysis of what went wrong helps nobody; at this stage, we need people to come in with solutions. The FM gave broad platitudes but people need something concrete for their uncertainty to dissipate.

Josy Paul, chairman and chief creative officer, BBDO India

​ Honestly, I learnt a few new phrases. When Mr. Arun Jaitley said, there is the Indian normal and there is new normal, which got me thinking. Also, his statement, "radical reforms require bolder shoulders" has stuck to my mind so well.

Ashish Bhasin, chairman and CEO – South Asia, Dentsu Aegis Network

​ Everyone in the ministry is talking about accountability and time bound delivery. And, usually, we don't associate these things with the government in India. I think that’s an interesting point to note. I hope all of them end up implementing what they are committing to the common man. In India, you would often see great planning strategies, but not everything translates into great reforms. I hope this time things work for the good.

Madhukar Kamath, group CEO and managing director, DDB Mudra Group

​ I applaud all of them for being consistent and for constantly communicating about the development. That makes me feel that things will move forward smooth, soon. Also, let's remember, no change can happen without some amount of give and take, and turmoil.

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