Everybody is Digital = Nobody is Serious
Digital has been the buzz word of Marketing & Advertising industry for last 24 months. Every tom, dick & harry has an opinion on digital irrespective of whether they really understand what digital is and what it takes to deliver digital. The so called non-digital people in the industry are worried that they’re losing control and as a result feeling a bit insecure. These days I keep hearing from all my peers & friends in the industry – we’re moving very fast towards converting all our people to digital. People think it is like taking a Pill and curing the digital bug. But its not that simple – trust me on this – I have been there – done that and seen the pains of building digital expertise and making a business out of that.
Digital is much bigger than just a media vehicle or a creative execution. And we should not expect all the people to get it. There are smart people who already get it – there will be some who will get it slowly and there will be some who will never get it. And I guess today the industry is too much focused on making the third lot feel better. Its a cool thing to say: “digital is not rocket science”. Absolutely right – nothing in our business is rocket science – but it is Art + Science. It is about passion & your personal involvement in Digital.
Question is not whether everybody is digital but how good are they in digital? It is almost like saying: Heart Surgery is not rocket science and hence a General Practitioner would perform the surgery. I’m sure the General Practitioner has gone through the basics of surgery & knows where the heart is. Given a choice – would you prefer to operate through a GP or go to a Heart Surgeon? Think about it.
About Pushkar Sane (202 posts)
My name is Pushkar Sane. Pushkar comes from Sanskrit (oldest & richest language in the World) and it has multiple meanings - Lotus, Cloud & also name of Lord Brahma's son. There is a holy place in India called Pushkar with a beautiful lake and an interesting camel fair that happens every year.
Born in Pune & brought up in Vadodara (also known as Baroda) I had the benefit of living in two culturally rich cities in India. I did my schooling in Vadodara & spent most of my summer vacations in Pune. I spent my childhood and teen days exploring wild activities like rifle-shooting, horse riding, trekking and sports. For many years I genuinely believed that the only worthwhile career on this earth was to become a Fighter Pilot with the Indian Air Force. I was always very inspired by the flying stories but destiny had something else in mind. On a rainy day in August my dream career was washed off from the canvas of life. I got spects. Flying was out (with a bitter taste in the mouth). Physics was my next destination. During my 3 years of undergraduate studies in physics I spent more time reading computer science than physics and always believed that behind every biologist there is a chemist, and behind every chemist there is a physicist who makes it happen. My romance with the Internet started during this time (even before WWW was invented) and I was fascinated by the global nature of the Internet. Just after graduating with an honours degree in Physics from the Maharaja Sayajirao University of Baroda, I felt the need to formalize my knowledge of computers. Zoomed through a Post Graduate Dimploma in Computers from the Faculty of Technology & Engineering at the MSU, where my final project won the ‘Best Project’ title and was commercially implemented. Thirteen months of writing c/c++ code and I was bored in life. Felt a need for management education.
Two years at NMIMS Bombay was a tough yet enriching experience. It changed my perspective in life and made me far more competitive & networked. After thoroughly enjoying my two years at NMIMS, a Best Student Medal was like an icing on the cake. In the mad race of campus recruitment I managed to get good offers and finally decided on FCB-Ulka over the other two offers because the other two thought I was suited for a Media job. Living & working in Mumbai was tough yet fun. My 4 years at FCB-Ulka in Mumbai were special - I learnt a lot, made tons of friends, and met my soulmate Bashuli. We worked together and had our share of agreements & disagreements – views & counterviews. We still continue with the same practice. And I guess that’s what makes it special.
I love travelling & we have travelled extensively over last 10 years - both on leisure & business. Travel helps me understand people, learn new things, spot differences & celebrate similarities. I like Music - all kinds of Music - Indian & Western - Classical & Pop. I read, read and read. I love food (and trying to lose some weight). I love meeting new people but cherish my real friends. I prefer sports over gym - love playing racquet sports - Squash, Tennis, Badminton, Table Tennis. Once in a while try my hand at Golf.
I'm currently busy shaping alternative futures at Convergination Ventures. Previously I was the Chief Digital Officer (North & South Asia) & Global Head of Social Marketing Practices at Starcom MediaVest Group. I also worked for FCB (now DraftFCB) in India and Hong Kong, Euro RSCG Worldwide in Hong Kong, and Mandar in India.