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IAA Young Turks Forum launches ‘Advertising & the Five Senses’ series

The series will present sessions by industry experts with backgrounds in Taste, Sound, Sight, Smell and Touch and their relationship to communication. The first session was addressed by Chef Sanjeev Kapoor

BestMediaInfo Bureau | Mumbai | February 4, 2016

IAA Young Turks ForumThe International Advertising Association India Chapter’s Young Turks Forum last week launched its new series ‘Advertising and the Five Senses’. The series, presented by MTV India, highlighted the importance of using all 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 that the audience can learn about the nuances of these senses as they relate to communication.

The first session was by 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 per cent of food experience is enhanced by the smell and not taste alone. And the look of the food adds to the appetite as does the touch and feel of food. Roshni Bajaj Sanghvi, well known food critic engaged in an interesting conversation with him at Wellingkar Institute of Management, Mumbai.

Srinivasan K Swamy Srinivasan K Swamy

Srinivasan K Swamy, President, IAA India Chapter & VP - 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 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 Kapoor highlighted his thought process by presenting a dish at the session. As the saying goes, "God is in the details". So, he stressed the importance of 'execution'. While answering questions by 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 that Indian chefs were creative enough to create dishes in sync with such trends.

Manish Advani, Head, Marketing and PR, Mahindra Special Services Group, and Chair of the IAA Young Turks Forum series, said, "We wanted to offer the industry something different from 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 Master Chef Sanjeev Kapoor.”

Janak Sarda, Joint Managing Director of the Deshdoot Group of Newspapers and Young Professionals President of IAA India Chapter, commented, “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 and TVS Indonesia), Jason Lewis (Author, Explorer & Sustainability Campaigner), CK Ranganathan (CMD, CavinKare)  and Dr Sunita Maheshwari (Entrepreneur, RxDx Multispecialty Clinic), among  many others.

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