With television gaining prominence over the years, how has the standard of creativity changed?
A. Freddy: I call this new phenomenon ‘Spectacular Vernacular’. Piyush Pandey and Prasoon Joshi are the proponents of it. I think this is really brilliant because, for the first time, Indian advertising has got its idiom. In the same way that Brazilian advertising has its own very strong local flavour. Now Indian advertising has a voice of its own. Very in-your-face; yet non-apologetic.
