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We need a Creative risk-o-meter.
The investment consultants first assess the risk appetite of the consumer before suggesting investment products. Maybe, advertising needs a similar model as the FIRST STEP in onboarding a new client. We pitch blind. We flex our creative muscles to the max. We try to ‘sell’ the fact that creativity works. Often without knowing the kind […]
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The Lightness of Brands.
The lightness of brands. Reality has two sides –the heaviness of worries, anxieties, uncertainties, responsibilities, roles…and lightness of love, laughter, kindness, fun, hope, shared memories… Brands have historically belonged to the lighter side of life. Hope, excitement, and optimism sit at the very core of brands. Hope & optimism are not mere idle thoughts. They […]
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Two kinds of ‘busy’
Busy as in ‘busy with work that adds up’. Work that improves with every failure. Busy doing epic shit. Busy BUILDING something. Busy learning and growing. Busy as in ‘busy ensuring that the blame doesn’t land on me’. Busy as in busy playing a role (e.g. of a knowledgeable strategist who can wax eloquent on […]
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No PPT Decembers.
Pavlov’s dog was conditioned to salivate at the sound of a bell. It is not natural for dogs to associate sound of a bell with food.But it can be CONDITIONED to do so. ___ Similarly, its not natural for humans to make PPTs when confronted with an interesting problem to solve. But it seems so […]
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What media teaches us?
To confuse exceptions with norms.To think of outliers as mainstream.To confuse the noisy game of chance with the linear arrow of fate. As media becomes overwhelming, the sanest people are those that are able to appreciate this and consequently separate signal from noise.
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2021. The Year of Humanity’s Burn Out.
One of the defining experiences of the pandemic has been the constant anxiety grating at our conscience, not letting us recharge completely – the burnout. The overwhelmed medical fraternity experienced it. So did the migrant workers orphaned from the mai-baap sarkaar. The anxious and overworked security guard felt it. So did the digital worker straining […]
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“Insights” as revelations of hidden optionalities
As the world moves faster and drags the advertising industry along with it, the concept of ‘insight’, which resolutely stood at the centre of the advertising industry for long, is appearing blurred. Often, we find ourselves in meeting rooms sharing a scratch of the head, “what’s an insight, anyways?”. Here’s my take. What is an […]
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Truth About Branding 