Guthli Ad Fest 2024: Start Young, Soar High – Lead the future!

Mumbai, November-27, 2024: The Guthli Ad Fest emerged as a transformative milestone in the advertising landscape, conceptualized by Dr. Prateesh Nair, CEO and Founder of Miles SOBA & Agency M. This groundbreaking event highlighted the innovative Ed-Work Pedagogy that distinguishes Miles SOBA and holds immense promise for its partner institutions. By seamlessly merging academic theory with real-world application, this pioneering approach is set to redefine the future of business education.

The festivities kicked off on October 18 with the Miles Conclave, uniting thought leaders and academic professionals from across the country. The excitement continued with the launch of the Guthli Ad Fest on October 19 and 20—India’s first ad festival exclusively dedicated to students. Set against the historic backdrop of St. Xavier’s College, the event, themed “Celebrating Pops and Pandey,” honored two legends of the advertising world— Padma Shri Piyush Pandey and KV ‘Pops’ Sridhar—making it a truly momentous occasion.

About Guthli Ad fest

It all starts with a Guthli (Mango Seed). Small, yet, soaked with great potential. Packed with dreams. Packed with the wisdom of the past. And possibilities for a wondrous future. Waiting to germinate. Waiting for the right environment – nurturing and protective. Soaking it all in. And growing – first into a young sapling. And then one day blooming into a big, shady giant. A marvel to the eyes of the world.

Changing the earth, changing the skies, and changing the air. In whose wake others bloom – and soon you have a forest. The seat of life.

The Guthli Ad Fest 2024, an initiative by Miles SOBA  is an ode to that journey – from a seed to a forest. Exclusively for 15 to 23 years old students, It’s here to fan the fire of potential that will tomorrow change things – for the better. For all around.

Day 1-Oct 18th ‘2024: Academic Excellence Unleashed with Miles Conclave 2024

The festival kicked off by bringing together over 100 universities and academic leaders from across the nation for the Miles Conclave. The first day set an inspiring tone, featuring an introduction to next-generation BBA programs designed to cultivate adaptable, industry-ready professionals.

Among the esteemed speakers at the Miles Conclave was filmmaker Shirsha Guha Thakurta, who inspired the audience with her journey of overcoming challenges in the film industry and encouraged young women to embrace leadership roles in creative fields. Rajeev Lakshman, renowned for his role on Roadies, highlighted the need for course designs that align with industry demands, while Shantesh Row emphasized the importance of creative writing. Advertising expert Bharat Dabholkar provided valuable insights into effective campaigns, showcasing both successful stories and those that falter. Collectively, the speakers underscored the necessity of holistic development and the transformative impact of AI in modern advertising, discussing ways to incorporate these elements into education to better prepare students for the future. 

 

Dr. Prateesh Nair,  highlighted the transformative nature of Miles SOBA’s Ed-Work Pedagogy, stating, “We’re redefining business education by merging academic rigor with immersive real-world experiences. Our students are not just learning; they’re leading, creating, and innovating within actual business contexts.” Varun Jain, CEO and Founder of Miles Education, reinforced this vision, asserting, “Bridging the gap between academia and industry is crucial. Events like this are vital in ensuring our students are not just educated but equipped for the future.”

Day 2 Guthli Ad fest: Celebrating Pops and Pandey – Bridging Academia and Industry

Day 2, themed “Celebrating Pops and Pandey,” was a resounding success, featuring advertising icons KV Sridhar and Piyush Pandey, who ignited thought-provoking discussions on the future of advertising in the digital age, creating an engaging platform for student interaction.

The anchoring team, comprising Preethi Rajaram, Rohit Sharma, Pranav Liju, Abhijeet Deepak, Fathima Mizla, and Akshita Sujith, left the audience thoroughly impressed.

A standout fireside chat with Padma Shri Piyush Pandey and advertising maverick Prasoon Pandey (Founder of Corcoise Films), moderated by Devaiah Bopanna (Co-Founder of Moonshot), provided unparalleled insights that transcended traditional classroom learning. Their candid discussion captivated the audience, offering a rare glimpse into the industry’s evolution.

Following this, KV Sridhar and Santosh Padhi (Ex-CCO and Founder of Taproot Dentsu & CCO of Wieden+Kennedy India), moderated by Kainaz Karmakar (CCO of Ogilvy), shared captivating stories revealing the nuances of successful campaigns and the future of advertising.

Masterclasses featuring Cyrus Broacha enthralled attendees as he shared captivating stories from his era as the ’90s poster boy of Indian advertising. Tanya Nambiar followed, exploring the art of forging emotional connections through voice, holding the audience’s rapt attention. 

Josy Paul, Chairman and CCO of BBDO India, presented a compelling session titled “Creativity in the Classroom,” renowned for his campaigns that inspire mindset shifts—his insights kept participants glued to their seats. 

Meanwhile, Dipankar Mukherjee and his co-founders, Rishabh Suri and Joel James from Studio Blo led an engaging workshop on integrating AI into the creative process, enhancing the overall learning experience.

A pivotal panel discussion, expertly moderated by student leader Pranav Liju, brought together an esteemed lineup of industry luminaries, including Sneha Iype (Executive Producer, Nirvana Films), Partho Sen Gupta (National Creative Head, Times of India), Mandar Natekar (Co-Founder, Neural Garage), OR Radhakrishnan (advertising veteran and writer), Kashif Memon (Founder, Mothership Productions), and Shantesh Row (CCO of Slant Agency).This dynamic session delved into the critical gaps between industry and academia, exploring how educational institutions can better equip students for the evolving landscape of advertising and branding. The panelists shared their invaluable experiences, discussing the importance of practical skills, adaptability, and innovative thinking in today’s fast-paced environment. They offered actionable insights on bridging the divide, emphasizing collaboration between educational institutions and industry leaders to create a more robust curriculum that meets real-world demands. Attendees left the session not only inspired but also armed with practical strategies to navigate their future careers.

For the first time, the audience witnessed 18- and 19-year-old students taking the stage, empowered to ask questions, make mistakes, and tackle challenges in real-time. They embraced this opportunity with remarkable enthusiasm, demonstrating that the learning experiences we cultivate during their three years of education happen now, not after graduation,” stated Dr. Prateesh Nair.

Day 3 Guthli Ad fest: Recognition and Cultural Extravaganza

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.

Receiving their awards from Piyush Pandey, KV ‘Pops’ Sridhar, and the esteemed jury chair was a moment to be cherished by all students. As Piyush Pandey emphasized, “Keep your feet on the ground and your eyes on the sky,” while Pops encouraged them to “travel and not be afraid to make mistakes.” Their messages resonated deeply: winning and losing are not what matter most; it is participation that truly counts.

A defining moment arrived with the prestigious Pops and Pandey Scholarship awarded to six deserving students in collaboration with the Nargis Dutt Foundation and Priya Dutt. This scholarship represents a significant commitment to nurturing the next generation of creative leaders, honoring the brilliance and dedication of young talents.

The festivities took a cultural turn as colleges from across Mumbai competed for the title of Best College, showcasing a plethora of events including street plays, rap battles, Ad con,Stand up comedy and a vibrant flash mob. This celebration of creativity transcended advertising, embodying camaraderie, competition, and collaboration.

About Miles SOBA

Miles School of Business & Liberal Arts (SOBA) is revolutionizing business education through its innovative Ed-Work pedagogy, aimed at breaking traditional cycles of learning. By integrating liberal arts with essential business skills in a real-world office environment, Miles SOBA offers specialized programs in Branding & Advertising, Digital Business, and Entrepreneurship. Graduating with three years of work experience, our students seamlessly bridge the gap between academic theory and industry demands, emerging as industry-ready professionals equipped to excel in today’s competitive landscape.

Our curriculum emphasizes the development of critical thinking, communication, and leadership abilities, ensuring that students not only learn theory but also apply it in practical contexts. Graduating with three years of valuable work experience, our students effectively bridge the gap between academic knowledge and industry requirements, emerging as industry-ready professionals prepared to thrive in today’s competitive landscape.

A New Era of Learning

The Guthli Ad Fest not only highlighted the creative brilliance of Miles SOBA students but also reaffirmed the institution’s leadership in educational innovation. By bridging theory with practice, Miles SOBA’s Ed-Work Pedagogy establishes a new benchmark for business education, preparing the next generation of leaders to thrive in a global marketplace.

Dr. Prateesh Nair encapsulated the spirit of the event: “This is just the beginning. Guthli Ad Fest has given wings to young creatives, and we are excited to see where this journey will take them.”

The successful execution of the event was greatly enhanced by the commitment of student leaders Preethi Rajaram, Rohit Sharma, and Pranav Liju, along with Shifaan Kaipally, Samarth Pahuja, Sahil Kathrotiya, Kerman Darbari, Keith Martins, Linet Tuscano, and Fabian Dsouza. These dedicated individuals played vital roles in planning, organizing, coordinating, social media marketing, anchoring, moderating, production, hospitality, and logistics, receiving invaluable support from fellow interns from XIMR, XIC, and other esteemed colleges across Mumbai and Bengaluru. 

The event was proudly supported by key brand partners such as Times of India and St. Xavier’s Institute of Management and Research. Visual Dub joined as associate partners, Scoo News contributed as the knowledge partner, and Manifest Media served as the online media partner.

The Guthli Ad Fest garnered substantial backing from the Indian advertising industry, with 40 distinguished members who served as Jury Chair and jury members. They meticulously evaluated the submissions from student participants nationwide before determining the winners in each brand category.

Feedback from attendees was overwhelmingly positive, with many students describing the festival as a transformative experience that reignited their passion for creativity and innovation. The palpable excitement in the air underscored the event’s profound impact.

The Guthli Ad Fest has sown the seeds of inspiration for generations to come, proving that the future of advertising has never looked brighter.