Every Medium is getting disrupted today,' Shekhar Gupta

Subhas Ghosal Memorial Lecture 2015 by AAAI brought the best creative minds of advertising under one roof to listen to well-known journalist and media personality Shekhar Gupta. Mr Gupta gave an enlightening talk on ‘Changing Media Trends in today’s India’.

Sam Balsara, Founder, Chairman and Managing Director of Madison World and Madison Communications began the evening by giving a very insightful introduction to Subhash Ghosal. He said, "I was part of Contract for four years and had an opportunity to work with him. For me, he was a true advertising gentleman - noble, kind and a man of not only great ideas but a man of high integrity. He not only had a certain amount of panache but was a man who was always ready for new challenges." He further stated, "I am very happy that AAAI has formed a foundation in memory of one of the true legends of the advertising industry. His command over English language and his readiness to take on a challenging role always impressed me."

Dr M G Parameswaran, President, AAAI stated, "Our association with Subhas Ghosal is not only to show respect to one of the most talented geniuses of our country but also to bring to fore how one can play a more meaningful role in shaping and changing public opinion about advertising, media and marketing. He was not only a true advocate of advertising and advertising industry, but also a great writer and orator. Through this effort we would remember one of the true visionaries of India."

Shekhar Gupta began his address by stating, "What can I say about a man who is still remembered - 17 years after his passing away, in the world where ten minutes is the maximum someone can remember you. Even without knowing him much personally, I truly feel that he was a true legend in the field of advertising, which has always played a significant role in the media domain. I truly disagree with the thinking that past is not important. As with the coming of Google, the world is divided before and after it, the same the advertising industry should be divided on before Subhash Ghosal and after Subhash Ghosal."

One of the other issues that he addressed was the changing need of today’s youth and how there is a huge generation gap. As per him a seven year age gap now can be defined as generation gap.

He then moved to Changing Media Trends in Today’s India and spoke on the impact of digital and television, "Big changes are happening on day to day basis and I believe that art can be good as well as bad. India in today’s time has changed in more responsible manner in comparison to the rest of the world. Television has made Indians accessible to the changes taking place. Also, the fact remains that we have become a country of globalised Indians. Media has undergone a lot of changes, it is a platform in itself and it gives one a power to have his/her own platform unlike earlier times where it was always a difficult to have an individual platform."

He further discussed the disruption being caused by various media. He emphasised, "I believe that every medium is getting disrupted by the other medium. If truly asked, I believe that Times of India has also got disrupted by Times Now. The role of Arnab Goswami tells you how even Times has understood the need for a media star. The change is now complex, happening at a quicker pace than we expected but I do know that it is a wonderful change for journalism and a wonderful time for it. Also, these changes are good for advertising since now it is cheaper and easier to reach audiences."

He concluded by stating, "Overall I have begun to realize that this is an era of new media and empowered citizens. Currently there are more than 30 crore people on social media, which clearly signifies its power. One of the latest examples I can think of is there is a lot happening on WhatsApp on Bihar election campaign front. You can see the change happening globally as well - how a single image of a child of Syria had such an impact on the entire world.”