‘Re­spect a creative idea’

Pratap Bose, COO, DDB Mu­dra Group

Outdoor Asia - - Debate -

This is a no brainer; the sub­ject in it­self is con­de­scend­ing, at least for creative folks like us. Cre­ativ­ity is the sole of ev­ery­thing we do. The me­dia land­scape is chang­ing; and it is not about so­cial me­dia or crowd sourc­ing or dig­i­tal, the new me­dia is about peo­ple. If I like some­thing which is a creative ex­pres­sion on art, I will for­ward it to my friends and I ‘like’ it and I share it, it is some­thing that res­onates with me. For ex­am­ple, you would have a mil­lion con­ver­sa­tions about the Kumbh Mela Cha­p­atis cam­paign by Lifebouy. It was a great creative idea from Ogilvy. But if you re­ally think about it, it doesn’t change the propo­si­tion of health and hy­giene from Lifebuoy in any­way, it is the same thing, it is just a one off ex­pres­sion that stays with the true brand propo­si­tion, but it is highly creative. If I take two ex­am­ples from my agen­cyDDB Mu­dra, we did the silent an­them about 3 years ago which was a one-off ex­pres­sion too. The Cad­bury cricket danc­ing com­mer­cial is an­other ex­am­ple. Now I can tell yRX, WKDW ZDV D flDVK IURP 0U. 3LyXVK 3DQGHy. +H ZURWH it at the back of an en­velop and didn’t think that the idea would change the cat­e­gory, it was just a be­lief that it was go­ing to be­come big and change the cat­e­gory, which it did later. Creative idea once con­ceived may not guar­an­tee suc­cess. But at the end of the day, if it is a great creative idea, then you must re­spect it.

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.