Monojit Lahiri attempts a hard close up on a fiercely debated issue
The last words however must belong to the
latest luminary on the block - the new Executive Chairman of Lowe, Balki, who has his very special take on Creativity. The Director of 2007’s acclaimed film Cheeni Kum – all set to put together another film, PA, starring both, the Big and Small Bachchan- strongly believes that creativity is not necessarily about humour or popular hindi street-speak, but engagement and interest-value based on basic consumer insights. “For me, creativity in advertising is anything that is interesting and engaging… anything that kills boredom. Creativity is the biggest currency that drives effective and memorable advertising. It is not strategic inputs, marketing warfare, business plans or gimmicks, but how interesting you are as a person, brand, commodity of organization. Creativity need not – as some believe – only follow the haha (entertainment) route. It can make you cry, think, be scared, anxious, romantic, nostalgic… anything that connects. The idea is to see creativity as a powerful instrument that engages the reader /audience /consumer to reach a new level of empowerment”.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
The last words however must belong to the
latest luminary on the block - the new Executive Chairman of Lowe, Balki, who has his very special take on Creativity. The Director of 2007’s acclaimed film Cheeni Kum – all set to put together another film, PA, starring both, the Big and Small Bachchan- strongly believes that creativity is not necessarily about humour or popular hindi street-speak, but engagement and interest-value based on basic consumer insights. “For me, creativity in advertising is anything that is interesting and engaging… anything that kills boredom. Creativity is the biggest currency that drives effective and memorable advertising. It is not strategic inputs, marketing warfare, business plans or gimmicks, but how interesting you are as a person, brand, commodity of organization. Creativity need not – as some believe – only follow the haha (entertainment) route. It can make you cry, think, be scared, anxious, romantic, nostalgic… anything that connects. The idea is to see creativity as a powerful instrument that engages the reader /audience /consumer to reach a new level of empowerment”.For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
