Srinivasan K Swamy popularly known as Sundar Swamy, has set a new benchmark for the ad world, as he is set to become the first chairman and world president of International Advertising Association (IAA) from India in 2018. Clearly, this year has also been a memorable one for him as he was the recipient of this year’s AAAI (Advertising Agencies Association of India) Lifetime Achievement Award
In four decades, you have seen many changes. Which are the changes that impacted you and the advertising space in these decades?
The fundamental shift in the last few decades for the advertising industry is from the era of full-service agencies to that of specialist divisions/companies providing various inputs to an advertiser. In yesteryears, the full-service agency did market research, advertising planning and creative, media planning and buying, helped conduct various sales meets and sales promotion programmes and supported clients with PR programmes. Now creative, media, digital and interactive, events, PR, sales promotion/activation agencies etc are engaged separately by the advertiser. In a dynamic world, we have to change with the needs of the times and we also adapted to the changed needs and priorities of the advertisers.
What were the concerns for an ad agency during the time you entered the business and what is today?
The principle purpose as to why an agency is employed by clients has not changed and may never change. This is to help the product/service to be bought by the consumer, or have a stronger connect between the brand and her. While this core purpose has not changed, the expanding media options, attention span of consumer etc have thrown new challenges that necessitate creation of advertising that engages with the consumers more strongly.
There have been many changes in the regulation over years. But what is the need of the hour in terms of regulation for advertising agencies?
Fortunately, there has been no major regulation of advertising over the past several years. There has been tax on advertising, but this was reversed. Service Tax was introduced some years ago but then many services came under the gambit of this tax. About 30 years ago, many advertisers and advertising agencies accepted a model code of self-regulation under Advertising Standards Council of India, but that was a good development.
Government stated that there will be transparency in release of Government ads. How do you see that helping the advertising space?
Transparency is good in everything, but it is particularly, good when it comes to public spending. When it comes to advertising spends by Government, a transparent decision making effort will uphold merit and discourage decision-making based on trading of favours.
You also believe in giving back to the community. What was the driving force behind your philanthropic act?
Society is a closed loop. We are part of this eco-system and need to help each other. As a family we try and do this to the best of our ability. Of course, the demand for philanthropy is always greater than what resources would permit and therefore, you first provide for your annual commitments and then set aside for other requests which broadly fit into your preset criteria.
What are the list of things you hope to achieve in years to come?
Frankly, I don’t have a ‘to-do’ list of things to achieve. I am too old for that! But as I said elsewhere I am in line to be the first Chairman and World President of International Advertising Association (IAA) from India in 2018.
Few other positions are likely – Chairman, Advertising Standards Council of India (ASCI), Chairman, Asian Federation of Advertising Associations (AFAA) etc. In my own Group, we have set a few targets to cross, which I hope to achieve before I put up my boots.
In your parallel life, if you had to take up something other than advertising what would that be and why? What would you be doing there?
For 38 years, I have been married to one business life – marketing services. In my parallel world, I have been active in many projects involving Hospitals, Schools, Temple renovations and worship, Vedic Schools and religious affairs.
Frankly, I have had a fulfilling life, leading many parallel lives!
