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Youth Quotient: Digital is far more potent than any form of communication I've ever encountered: Milind Gonsalves

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Youth Quotient: Digital is far more potent than any form of communication I've ever encountered: Milind Gonsalves

Milind Gonsalves is currently working as a Copy Supervisor in Asymmetrique. He has also had stints as a social media executive at Tonic Media and WatConsult. Considering that politics would probably have been his second choice as a career, we expected his answers to be diplomatic and politically correct. So, it was a surprise when they were anything but that. Excerpts.

What attracted you to the digital field?
Like every factory-produced BMM graduate, I wanted to get into copywriting. Engineers had a monopoly on that one. It was by chance that my first job had an opening in social. I stuck by it, saw it evolve and offer tremendous opportunities to brands.

What are the three things that this industry has taught you?
It changes, every minute of every day. Relevance is key to the campaigns you craft. Be quick to take advantage of a phenomenon and equally quick to discard it once it has served its purpose.

What do you love about this industry and what are the things you dislike?
Communicating with your audience. Your brand can become an experience which in turn drives user-generated content. It is far more potent than any form of communication I have ever encountered.

Many brands still don't understand the full potential of this medium. We are bound by technological constraints when exploring more experience-driven activities.

Any particular project you are proud to have been associated with in your career?
For a minor player in a large game, the names are few but worth a mention. Indian Panga League - we had great content to work with. Our efforts to push it paid off.

If not this, what do you think you would be doing?
Standing for Elections. Politics is a very lucrative career in this country.

Who is that one leader in the industry whom you look up to?
None. The work is good all across the spectrum. The work of many agencies speaks for itself. It wasn't and never will be a solo effort. Digital requires an eclectic mix of content, technology and marketing effort.  No one person is instrumental in a digital campaign's success.

Five brands, you would want to work with and why.
Durex - perfect for shockvertising.

Coca Cola - they have done it all & I'd love the challenge.

Amul -  the kid in me would be really happy.

VW – for the same reason as Coca Cola.

Victoria's Secret – because who wouldn't?

Where do you see yourself five years from now?

Fit, rich and dating a supermodel.


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