Piyush Pandey on his Ministry of Fun in advertising

Regarded as the godfather of contemporary advertising in India, Piyush Pandey prefers to be known as "the Minister of Fun". In his hilarious presentation, Pandey pays tribute to the greatest design of all – the heart – and talks about using humour and emotion to speak across culture and language differences.

I'm more interested in bravery because all of you here are on a course that is unchartered... where all of you are saying or are going to say, "Why are we doing this? What does design mean?" says Pandey.

For Pandey, respecting the consumer's intelligence is essential for a brand that wants to settle in people's hearts. Don't spoonfeed them but rather create suspense through emotional engagement, he says.

He also gives insights on the phenomenal ZooZoo campaign for Vodafone, which changed an entire country's attitude towards animation.