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Kanchana TK

Head & Board Member

OPPI India
Mumbai

“Innovation has no utility unless it serves a greater purpose”

After serving in senior public affairs roles for major pharma companies, Kanchana TK took charge of India’s pharma trade body OPPI, and has since overhauled its content approach — marking a significant departure in an industry better known for its conservative communications approach. In particular, Kanchana has focused on how the healthcare industry drives innovation and taps into technology, positioning the sector as champions and deploying a progressive public relations mindset to tell a more positive story.

How do you define innovation?
Innovation has no utility unless it serves a greater purpose.

What is the most innovative comms/marketing initiative you've seen in the last 12 months?
GSK Breath of Life — McCann Health Shanghai

In your opinion, what brands and/or agencies are most innovative around PR and marketing?
Ogilvy: #FlauntYourFlaws, Titan Raga

Describe a moment in your career that you would consider 'innovative.'
The OPPI publication " In Science we trust" was innovative as it took on the challenge of talking science using art. While the publication itself was innovative, the collaboration between partners who created this was also a first.

Who do you admire for his/her approach to innovation?
Piyush Pandey, Chief Creative Officer, Worldwide, Ogilvy.

How do you get out of a creativity rut?
I sleep on it... literally.

What advice would you give to the PR industry around embracing innovation?
Evolve from business communicators to storytellers, change the narrative.

What would you be doing if you weren't doing your current job?
I would be a copy writer.

Favorite book/movie/podcast/article that's not related to PR/marketing/business?
Farnam Street podcasts and Kafka, for his symbolic representation in his books.

What's your favourite time of day and why?
It's the night, the dark sky, sounds of crickets and the warm light from a table never fail to inspire creative writing.