Guthli Ad Fest 2024: Igniting the Future of Creativity

The Guthli Ad Fest 2024, a pioneering event conceptualized by Dr. Prateesh Nair, CEO and Founder of Miles SOBA & Agency M, set the stage for a transformative experience in advertising education. Held at St. Xavier’s College, Mumbai, the festival showcased Miles SOBA’s groundbreaking Ed-Work Pedagogy—a fusion of academic rigor and hands-on experience designed to prepare students for the future.

A Celebration of Creativity and Legacy

The three-day event, themed “Celebrating Pops and Pandey,” paid tribute to two advertising legends—Padma Shri Piyush Pandey and KV ‘Pops’ Sridhar. This exclusive student-focused festival created an immersive platform for young creatives to connect with industry icons, learn from their experiences, and spark their own creative journeys.

Day 1: Elevating Academic Excellence

The festival began with the Miles Conclave, bringing together over 100 universities and academic leaders. Speakers like filmmaker Shirsha Guha Thakurta, who championed women’s leadership in creative fields, Rajeev Lakshman, who emphasized aligning education with industry needs, and Bharat Dabholkar, who offered insights into successful advertising campaigns, set an inspiring tone. Dr. Prateesh Nair discussed Miles SOBA’s innovative Ed-Work Pedagogy, while Varun Jain, CEO of Miles Education, highlighted the importance of bridging academia with industry for future success.

Day 2: Fireside Chats with Advertising Icons

Day 2, themed “Celebrating Pops and Pandey,” featured enriching fireside chats with advertising legends. Padma Shri Piyush Pandey and Prasoon Pandey, Founder of Corcoise Films, engaged in a candid discussion moderated by Devaiah Bopanna, Co-Founder of Moonshot. Their conversation offered valuable insights into the evolution of advertising, from traditional print and TV to the current digital landscape.

KV Sridhar, along with Santosh Padhi, Founder of Taproot Dentsu & CCO of Wieden+Kennedy India, discussed impactful campaign strategies in another dynamic conversation, moderated by Kainaz Karmakar, CCO of Ogilvy. 

Josy Paul, Chairman and CCO of BBDO India, shared his perspective on “Creativity in the Classroom”, inspiring students to think beyond the conventional boundaries of advertising.

The festival offered engaging masterclasses and workshops. Cyrus Broacha, the legendary ‘90s advertising icon, entertained with tales from his career, while Tanya Nambiar captivated the audience with her insights into using voice as a powerful tool in branding. The Studio Blo workshop, led by Dipankar Mukherjee, Rishabh Suri, and Joel James, explored the integration of AI into the creative process, offering a glimpse into the future of advertising.

A dynamic panel discussion featured industry leaders like Sneha Iype, Mandar Natekar, OR Radhakrishnan, Kashif Memon, Shantesh Row, and Partho Sengupta. They addressed the crucial need for academia to adapt to the evolving demands of the advertising world. The panel offered students practical advice on how to navigate the ever-changing landscape, emphasizing adaptability, creativity, and the importance of continuous learning in an industry defined by innovation.

Day 3: Awards, Scholarships, and Cultural Showcase

The final day erupted with excitement as the awards ceremony honored exceptional talent across prestigious categories, including Times of India’s Print Category, Lahori Zeera’s Ad Film, Nargis Dutt Foundation’s Public Service Film, Toy Bank’s Logo Design, Rapido’s Radio, Audible’s Social Media category, and Fab India’s Best Use of AI. With over 2,000 participants, deans and directors from 75 top universities, and more than 1,000 students in attendance, the energy in the auditorium was electric. Winners were presented their awards by Piyush Pandey and KV Sridhar, who left the audience with motivational words. Pandey encouraged, “Keep your feet on the ground and your eyes on the sky,” while Pops advised, “Travel and don’t fear making mistakes.”

The Pops and Pandey Scholarship was awarded to six deserving students, in collaboration with the Nargis Dutt Foundation, to support their journey toward becoming future advertising leaders.

The festival also featured vibrant cultural competitions, including street plays, rap battles, stand-up comedy, and more, highlighting the creative spirit of Mumbai’s collegiate community.

Miles SOBA: Shaping the Future of Business Education

Miles SOBA continues to break barriers in business education with its Ed-Work Pedagogy, blending academic knowledge with real-world application. Specialized programs in Branding & Advertising, Digital Business, and Entrepreneurship prepare students for a seamless transition into the workforce, armed with three years of valuable work experience.

A New Era of Learning and Creativity

The Guthli Ad Fest 2024 has proven to be a game-changer in the realm of creative education, bridging the gap between academia and industry. As Dr. Prateesh Nair summed up, “This is just the beginning. The Guthli Ad Fest has sown the seeds of change, and we’re excited to see where these young creatives will go.”

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