IAA Young Turks Forum launches a series on "Advertising and The Five Senses"

The International Advertising Association - India Chapter’s Young Turks Forum launched its new series – Advertising and The Five Senses. The series, presented by MTV India, launched yesterday, highlighted the importance of using all of our five senses in advertising, as opposed to only visual (sight "print advertising") or audio (sound "Radio"). The series will present sessions by industry experts with backgrounds in Taste, Sound, Sight, Smell and Touch so the audience could learn about the nuances of these senses as they relate to communication and together they can add immense value. 

The first session was by the Chef Sanjeev Kapoor. He spoke about the importance of all five senses coming together to make the food experience wholesome. He said that 70-75% of food experience is enhanced by the smell and not taste alone. And the look of the food adds to the appetite value of the food as does the touch and feel of food. Roshni Bajaj, well known food critic engaged in an interesting conversation with him at Wellingkar Institute of Management, Mumbai. 

Srinivasan K. Swamy, President, IAA India Chapter & Vice President – Development, Asia Pacific, IAA said, “With every IAA engagement, we attempt to explore a different perspectives of the communication industry. The Young Turks Forum has, in the past, seen interesting conversations by stalwarts who have challenged the status quo. The conversation between Sanjeev Kapoor and Roshni Bajaj Sanghvi was insightful and delightful, to say the least. The similarity and connect to the communication industry was obvious and the 100-odd students gathered there should have benefitted by attending this". 

Chef Sanjeev Kapoor highlighted his thought process in presenting a dish at a show. As the saying goes "God is in the details" he stressed the importance of 'execution'. While answering questions by Roshni Bajaj Sanghvi, he said - be outstanding in whatever you are doing; one has to stand out.  In response to a question on global cuisine becoming a threat to the growth of Indian cuisine, he said Indian chefs are creative to create dishes in sync with the trends. 

Manish Advani, Head, Marketing and Public Relations, Mahindra Special Services Group, and Chair of the IAA Young Turks Forum series, said, "We wanted to offer the industry something different than what has been presented so far. So we conceptualized Advertising and the Five senses, and I am glad our series had a very good start with the Master Chef Sanjeev Kapoor”

 Janak Sarda, Joint Managing Director of the Deshdoot Group of Newspapers and Young Professionals President of IAA India Chapter added, “The interplay of five senses and their role in communication was beautifully brought about in a conversation by two very respected names in the food industry. One is a seasoned chef and a pioneer and the other a very well respected writer.”

The Young Turks Forum has hosted celebrities like Mahesh Bhatt, R Balki, Prasoon Joshi, Sameer Nair, Nihal Kaviratne (Chairman, Akzo Nobel India Ltd & TVS Indonesia), Jason Lewis (Author Explorer & Sustainability Campaigner), C K Ranganathan (CMD CavinKare)  and Dr Sunita Maheshwari (Entrepreneur, RxDx Multispecialty Clinic) and many others.