'Without deep tech knowledge it is difficult to give clients the solutions': S4's Poran Malani

Campaign India's countdown to the end of the decade will feature leading names from the marketing and communications fraternity. We ask senior executives from the advertising, marketing and media fraternity about the last 10 years and the year to come.

 

Here's what Poran Malani, director or operations, S4 Capital India, had to say. 

 

One piece of work created by a competitor in the last decade that you wish you had created/worked on?

 

The 'Bury a Bentley' campaign in Brazil, where an eccentric Billionaire threatened to bury his Bentley in an obscene show of wealth. Huge negative press followed but on the day he revealed that we bury more valuable things every day if we don't donate our organs. He went from villain to hero in a day. Great use and understanding of mainstream and social media, and wow the organisation and ability to keep it secret was incredible.

 

If hindsight is 20/20, what is the one thing that you could have done differently in the last decade?

 

Married my wife earlier! Professionally I'm not so sure, many of the mistakes you make create the learnings necessary to succeed. It's hard to untangle the good from the bad, so I'm not one to look back at specific crossroads, the road ahead is all that matters.

 

One skill that you would want to pick up in 2020 and why?

 

Without doubt its platform knowledge. My recent experience demonstrates that without a deep tech knowledge it is difficult to give clients the solutions they need that will impact their business.