Pradeep Guha, a man who dons many hats, is the new chairman of Asian Federation of Advertising Associations (AFAA). Guha takes over the responsibility from Peter Das, who was the chairman of AFAA for AdAsia 2009 held in Malaysia.
It is noteworthy that the duty of chairmanship goes to someone from the host country - the AdAsia 2011 event will be held in New Delhi.
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Guha has ambitious plans not only for the organization, but also for the advertising world as a whole. In an official communiqué, he states, "Asian Federation of Advertising Associations has primarily kept the betterment of standards, ethics and practices in the advertising field. One cannot ignore the regional and the national socioeconomic development, while focusing on certain humanly qualities."
Guha believes that advertising itself is going through a critical phase; and there is an absolute need to take the call between Asian and multinational agencies, which is partially one of the strategies of AFAA.
"Communications can be the only link to form intra-association co-operation or agency-association relationships. The responsibility towards the consumer should be realized foremost. The Kuala Lumpur Declaration also underlines ethics, cultural values and advertising standards, rather than the speed of advertising movements determined by economic activities." reveals Guha.
The Kuala Lumpur Declaration was signed at AdAsia 2009. Its prime motive is to inculcate Asian values in advertising, with a realization that standards should be met considering the social responsibility and cultural requirements.
The AdAsia 2011 event expects that the values would be lived up to by the advertisers on a humanistic note.
Guha was associated with the Zee Group for nearly three years; while he had a three-decade relationship with the Times Group. In addition, Guha has always been associated with different industry bodies.