Kochi: Advertising veteran and actor Prakash Varma offered a masterclass in storytelling at the Summit of Future 2026, sharing insights from a career that has shaped some of India’s most memorable campaigns.
Varma reflected on the journey from the analogue era to today’s digital-first world, noting that while technology has raced ahead, the essence of a good story remains unchanged. “Technology moved at a frightening speed, but ideas don’t come from screens alone,” he said, emphasizing the need to stay connected with real life.
He cited advertising icon Piyush Pandey as a major influence, recalling early campaigns for small brands that are now household names. “Step away from the phone, look around, and ideas will find you,” Varma shared, quoting Pandey’s advice. Rooted stories with universal appeal, he said, continue to guide his creative choices.
Highlighting the power of emotion, Varma explained how campaigns like India Steel and Airtel leveraged music and feeling to leave a lasting impact. The Airtel ad with an A R Rahman jingle, shot in Morocco, resonated worldwide purely through emotion, transcending language.
Drawing from his cinema background, Varma treats every ad like a short film. From the Hutch pug films to the iconic ZooZoo series, his work has redefined brand storytelling in India. “There was a time when people actually waited to watch ads during IPL matches,” he recalled, underlining that strong stories never go out of style.
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