AgTalk | Embrace the change: Publicis' Nakul Chopra

Nakul Chopra the CEO, Publicis Communications, South Asia, exudes unshakable calm that argues great sagacity. In an exclusive conversation with Adgully, Chopra speaks about his life and work ” it is an exciting and inspiring narrative, rendered with wisdom and serenity. Excerpts:

Adgully (AG): Tell us your first impression of the industry when you came in?

Nakul Chopra (NC): I entered this industry long ago and my first impression was to share the energy it had in many respects perhaps the most dynamic way of any profession or the industry. It always had a heavy slant of youth. I think the second equally important thing was the intensive democratic nature; the quality of the ideas is independent of your age, your experience but it is dependent on how sharp your mind is.

AG: How did you get into this platform?

NC: Completely by chance. I started when I was in college while doing my B.A. That time the big mediums were print media and radio. I started with radio and advertising by doing a project for them and offered me job. As my lectures used finish by afternoon I started working part time. But after completing my B.A I joined Hindustan Thompson Associates (now JWT).

AG: How have you seen the industry evolving?

NC: The first landmark change was just after liberalization that was around 1990 or so and I think prior to that and that would be first 10 years of my career in advertising most of the market was at the top of the triangle and democratization of the economic prosperity happened and that was the big change. We shifted from a pink western culture to the Indian and I witnessed that change and was the most significance change. The second change is through which we are going currently. There is democratization because the term "consumer' is becoming archaic these days because is somebody that either does or intends to consume your product. We are learning to treat people as people and understanding that there primary motivations do not encompass what brand to choose. The power of techno has unleashed this in a unprecedented manner.

AG: Tell us about some of the people who have mentored you and influenced you...

NC: one is the English man named Roddy Dewe and the second would be Ravi Gupta. I think Roddy shaped me more as a human being and as a manager because he gave an opportunity at a very young age to have a firsthand view of how you build and shape a business and Ravi on the other hand shaped me more as an advertising professional. He taught me the power of creative multiplication.

AG: Tell us about some of the memorable campaigns.

NC: There were campaigns which somewhere defined my career. There was Gujarat Ambuja, Bausch & Lomb, Lakme, Vicks, Maggie campaign and many others.

AG: please tell us some of the challenges that you faced in your journey...

NC: I think in this industry there is not couple of challenges there is only one challenge that you face continuously. The challenge is that it is a completely dynamic business where you have completely dynamic situations that we deal with.

AG: What is the growth you have charted for the group?

NC: I think when we look at Publicis in India it presently very young in terms of contacts and especially if compare it with other parts of the world. We have in a very short span of time at a position where we are in top 10 by size. We have been in top 5 by awards and recognition and in achieving this there are two key things I will be talking about one is our current organization is acquired with four key aspects that could be, Zen, ambience, we are in a process of acquiring Capital. And second off course are talent drawn and focus given to that aspect which has culminated in the faith amongst our global clients .The few pillars that we hope to build on are : satisfaction from clients, credo- contagious ideas, our continuous focus on quality and last but not the least we know that even in this television dominated market if brands have to change conversation in future and how we can holistically partner them in building brand experience.

AG: Any word of advice for the youngsters in the industry...

NC: The piece of advice would be to embrace the change. Success comes with the dexterity with which you tackle the change. | By Aanchal Kohli [aanchal(at)adgully.com]