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From boring to interesting - creativity unleashed

05-March-2012
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From boring to interesting - creativity unleashed

When R Balakrishnan (Balki), Chairman & Chief Creative Officer, Lowe Lintas India, the man behind movies like ‘Pa’ and ‘Cheeni Kum’ speaks on propagating the power to unleash creativity, everyone pays attention. According to Balki, “Creativity, etc., are very fancy words. It’s all about making the boring, interesting.”

Annurag Batra, Chairman and Editor-in-Chief, exchange4media Group, remarked, “True convergence is taking place with Madison Avenue, Silicon Valley and Hollywood coming together.” He went on to add that this would happen in India too, in Bollywood. He also commented on the trend of crowd sourcing, when creative, disruptive breakthrough ideas could come through at a coffee shop.

Balki interjected, “I don’t know about convergence, I don’t know about crowd sourcing, but I am a great believer that films should not be marketed.” He added, “That’s a wish list, but it will happen.”

According to him, “Creativity today fundamentally revolves around making the boring seem interesting to the target audience.” He cited the examples of Camlin Permanent Marker, Axis Bank, Timepass, Tanishq jewellery, Surf Excel, and how these brands had some up with ads that said something that was indeed interesting. “It can be done in various ways – by making a person feel like the hero of his own life, finding interesting insights about the new generation and translating it onto the advertisement, or by giving an idea in a commercial that people can employ in real life,” he explained.

“Marketing a brand is all about solving a problem as interestingly as possible after carefully understanding the needs of the customer. A strong relationship between marketers and advertisers, wherein both equally understand the communication agenda, is also essential,” Balki pointed.

For him, the advertising business in India was an ever-changing one. “Besides changes in media, marketers today have a better sense of what to get from communication. The relationship is getting better. There’s a maturity in decision-making today,” he added.

Balki was a speaker at AIMA’s second annual World Marketing Congress, held in New Delhi on March 2-3. The theme for this year's congress was - Exploding Marketing (Power).

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