Siddhartha Laik, the Founder & Editor-in-Chief of IWMBuzz.com, sat down for a warm dialogue with Uday Mohan, COO of Havas Media India and Havas Play, for a fireside chat that really dug into how advertising is changing—fast. Uday Mohan talked about how Havas has stayed on top by leaning into change. They’ve bet big on technology, data, and research that puts the consumer first.
The old ways of putting out messages through mass media are now fading. Now, it’s all about reaching the right people in the right way. Gen Z, especially, doesn’t have time for just anything; their attention span is limited. Everything works on relevancy. Well, at this point, it isn’t just about Gen Z; everyone demands relevance in every context. Uday was clear: brands win when they stay in tune with culture and move fast when trends shift. As a leader, he makes it a priority to connect with younger team members. That’s the only way to really get how consumers think and talk today.
They also got into Havas’s push to grow in regional markets like Kolkata and the East. Their “village model” brings creative, media, tech, and performance teams together under one roof. It’s all about giving clients some absolute solutions. They have rolled out fresh regional campaigns, like Swiggy’s floating pandal in the Sundarbans, that go way beyond typical ads—which eventually builds real connection with the people.
AI has become a game-changer in advertising. It speeds up data crunching, uncovers audience insights, and makes tracking campaigns way easier. Still, you can’t replace human creativity and judgment—they’re at the heart of great advertising.
People also spent a lot of time talking about social media. It’s powerful, unpredictable, and brands have to keep up. Tapping into influencers who actually fit the culture, and staying flexible with your strategies helps companies protect their image and bounce back fast when things go sideways.
Uday Mohan called out three significant trends every advertising pro should watch: measurability (connecting campaigns straight to ROI), agility (pivoting fast), and cultural relevance. Pair those with strong creative thinking and smart media spending, and you’ve got the recipe for the future of advertising.
Note: The transcription and summarisation above have been partially generated with the help of AI.
Watch the session here to experience a full-fledged, insightful session:
The second edition of IWMBuzz Media Summit in Kolkata was presented by Swastik Stories, powered by Dangal TV, Workmates and OTT Play. Associate partners Havas Play, Nett Value Media and Tribes. Partners—White Apple, Just Lateral Think Ink, Decalogue and The Heritage Academy. An initiative by IWMBuzz Live.
