Mumbai: In a powerful and insightful edition of IAA Conversations, the India Chapter of the International Advertising Association (IAA), in association with The Free Press Journal, hosted Shri Navneet Kumar Sehgal, Chairman of Prasar Bharati, in a captivating conversation with Ashwin Padmanabhan, COO of GroupM South Asia, at Taj Lands End, Mumbai.
Kicking off the evening, IAA India Chapter President Abhishek Karnani welcomed a packed room of communication professionals, brand custodians, agency leaders, and media veterans, reflecting on the power of meaningful conversations.
“We are all in the business of communication — and conversation is one of its simplest, yet most powerful forms,” said Karnani. “At the IAA, our focus this year is sharp — Conversations, Skilling, and Artificial Intelligence — all aimed at equipping our industry for the future.”
A Legacy Administrator With a Media Mission
Introducing the guest of honour, Karnani described Shri Sehgal as a highly respected retired IAS officer from the 1988 Uttar Pradesh cadre, who now chairs India’s largest public service broadcaster. With a career spanning over 35 years, Sehgal has led transformative projects like the Agra-Lucknow Expressway and the One District, One Product program, and has deep experience across media, PR, tourism, and energy.
“He has already made waves in the content space,” said Pandey, referring to Prasar Bharati’s recent foray into OTT and digital.
Joining him on stage was Ashwin Padmanabhan, COO of GroupM South Asia, a media veteran with 25 years of cross-industry experience. At GroupM, Ashwin has spearheaded influential media initiatives including influencer marketing vertical GOAT and content studio Motion Entertainment.
Candid Reflections from the Chairman
Opening the dialogue, Ashwin described Sehgal as a leader he has looked up to for over 15 years, setting the tone for a respectful and stimulating exchange.
Sehgal, in turn, thanked the IAA and Free Press Journal for the opportunity, acknowledging that while he comes from a government background, the world of advertising and public communication is increasingly central to his mission at Prasar Bharati.
“Advertisement is a powerful way of communication — it enlists interest, engages emotions, and ultimately, moves people to act. That’s as relevant for social good and public service as it is for commerce,” Sehgal said.
Reflecting on his earliest media experiments — including a storytelling project with Big FM and Nilesh Mishra to creatively communicate government schemes — Sehgal noted how important it is to bring emotion into public messaging.
The Prasar Bharati Challenge: Balancing Legacy & Innovation
When asked about the unique nature of Prasar Bharati, Sehgal noted:
“It’s an old, legacy institution that started as a government department and evolved into a public broadcaster. Half our employees are still government employees; half are our own. That’s a challenge — but also a strength.”
With over 1000 transmitters across the country, 36+ TV channels, and 58 radio stations, Prasar Bharati’s reach into Bharat is unmatched. But as Sehgal emphasized, the challenge now is relevance and agility.
He outlined plans to:
• Build a robust OTT platform integrating live channels, radio, e-commerce, and digital-first content.
• Roll out direct-to-mobile television broadcasting — a game-changer that allows TV access without internet.
• Invest in youth and creator ecosystems through conferences like WAVES, a content summit initiated by the Hon’ble Prime Minister.
“We are not just public. We are people-first. And to stay people-first, we must innovate constantly,” he said.
Collaboration: The Future of Public Media
Ashwin highlighted how open and strategic Prasar Bharati has become under Sehgal’s leadership, inviting participation from creators, advertisers, and platforms alike.
Sehgal, for his part, called on the industry to recognize the value of Prasar Bharati’s scale, especially in Tier 2 and Tier 3 markets.
“We’re not asking for charity. We’re offering opportunities. If you want to build brand trust and real Bharat reach, come work with us,” he said.
A Thought-Provoking Evening of Ideas & Inspiration
The evening was attended by media veterans, IAA members, agency heads, and brand leaders. The conversation closed with mutual appreciation, reflection, and a collective commitment to reinventing public communication for the digital age.
Special thanks were extended to Rahul, Heta ji, and the IAA leadership for making the evening
possible.
