Advertising a Contemporary Form of Literature: Rama Pandey
IGNCA hosts unique exhibition showcasing the cultural and literary impact of Indian advertising
- IGNCA organises ‘Stars Shine in Ads: A Unique Ad Exhibition’ in New Delhi
- Rama Pandey describes advertising as a modern, vibrant form of literature
- Exhibition traces the role of film stars in shaping Indian advertising culture
- Tribute paid to late ad guru Piyush Pandey for redefining creative communication
GG News Bureau
New Delhi, 17th Dec: The Indira Gandhi National Centre for the Arts (IGNCA) on Tuesday organised a special exhibition titled ‘Stars Shine in Ads: A Unique Ad Exhibition’, highlighting advertising as a powerful cultural and literary medium rather than just a marketing tool.
The exhibition, held at the Samvet Auditorium, was inaugurated by noted film and theatre director and author Ms. Rama Pandey, along with Dr. Sachchidanand Joshi, Member Secretary, IGNCA, and communication strategist Shri Sushil Pandit. The event also featured a panel discussion on the evolving role of advertising in Indian society. The exhibition has been curated by Shri Iqbal Rizvi of the IGNCA Media Centre.
Speaking at the inauguration, Rama Pandey said advertising should not be viewed merely as emotional appeal or market language. “Advertising is, in itself, a new, vibrant, and contemporary form of literature,” she remarked, drawing parallels between advertising and poetry, storytelling and drama in their ability to communicate deeply through limited words and visuals.
The exhibition explores how film stars played a pivotal role in bringing advertising into everyday life, shaping public taste, fashion and aspiration. Their association with brands marked a crucial phase in India’s visual and cultural history, influencing social memory and consumer behaviour. The event also paid tribute to legendary adman late Piyush Pandey, whose work transformed the language and emotional connect of Indian advertising.
Shri Sushil Pandit underlined that advertising has historically reflected social, cultural and economic change, while also sustaining print media and creative expression. He noted that Piyush Pandey’s biggest contribution was simplifying advertising language into an intimate, conversational style that built trust with consumers.
Controller, Media Centre, Shri Anurag Punetha, said IGNCA’s advertising archiving initiative aims to preserve and structure India’s creative marketing journey, documenting its aesthetics, humour, social impact and nostalgia for future generations.
Advertising professionals, students, researchers and cultural enthusiasts attended the exhibition, which presents advertising as a creative and intellectual form that has evolved alongside Indian society.
