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Youth Quotient: The opportunity to shape perceptions with advertising is fascinating: Gaurav Sapre

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Youth Quotient: The opportunity to shape perceptions with advertising is fascinating: Gaurav Sapre

Gaurav Sapre is currently working with 22feet Tribal Worldwide as Business Development Manager. Prior stints were with Tribal Worldwide (erstwhile), Indigo Consulting and Digital Law and Kenneth. His job primarily includes bringing brands closer to digital and closer to people through digital, through the best possible solutions. Speaking to exchange4media, he talks about advertising, something, he claims, even god loves.

What attracted you to the advertising field?

I am still figuring it out. But looking back, I guess the opportunity to shape or build perceptions was quite fascinating. I remember my first interview, where I went completely unprepared about the knowledge about typical advertising departments or culture. But gradually the fascination grew and here I am years later, working within the same frame.
Also the lack of a dress code and a chance to play loud music at work!

What are the three things that this industry has taught you?

For every happy client, there is a client emoting the exact opposite emotion.
Simplicity still makes sense; a lot of sense.
Make hay before everything goes haywire.

What do you love about this industry and what are the things you dislike?

What’s not to love! The crazy nights battling to create that one amazing deck, the free flowing gut-bursting ideas coupled with cigarettes and rum (or tea depending on what time it is), the ability to shock and surprise the client with your point of view on the brief and also everything disassociated with it, the chance to interact with like-minded people who want to prove a point in life; and also in-house foosball tournaments and catfights.

Any particular project you are proud to have been associated with in your career?

Some awesome work on Renault during the first Indian Grand Prix. There were some crazy moments and passion shown by the team. Also the launch of Hero MotoCorp’s identity was a challenging one. I don’t even remember the amount of sleepless nights spent in office during that one. One corporate website with 16 bikes, a super simple CMS and innumerable banners – all within 15 days.

If not this, what do you think you would be doing?

Watching people at random weddings. Yes, full time.

Who is that one leader in the industry whom you look up to?

No one in particular within the industry. But yes I did give a mental hi-five to all the guys at Droga 5 who worked on the ‘Puma – After Hours Athlete’ commercial.

Five brands, you would want to work with and why.

I would love to work on IKEA, for the sheer fact that it can allow you to have so many ideas to create branded content. But I’d rather love to work on smaller kickstarter projects that are ambitious and have a great brand idea at the core.

Where do you see yourself five years from now?

In Russia, watching people go ballistic even a year after they’ve won the 2018 FIFA world cup! But as Kevin Smith would say, “It’d be nice to know what the next five years will bring, but I don't.”

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