‘Respect a creative idea’
Pratap Bose, COO, DDB Mudra Group
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.