I have never done anything that has been expected of me: KV Sridhar

Pops, who formally takes on his new role of CCO, India at SapientNitro from July 1, talks to exchange4media exclusively on why he chose the digital agency, the road ahead, & moving from 'I do all' to ‘collaborate & co-create'

e4m by Priyanka Mehra
Updated: May 9, 2014 10:05 AM
I have never done anything that has been expected of me: KV Sridhar

KV Sridhar’s decision to join SapientNitro may have taken the advertising fraternity by surprise, for Pops as he is popularly known nothing could be more exciting. “I have never done anything that has been expected of me, I want to lead the change; SapientNitro is a beautiful combination of creativity and technology. I don’t compete with my peers; to be ahead of the curve, I compete with the new generation and learn from them,” quipped Sridhar enthusiastically his tone animated while talking about his new role. Pops who formally takes on his new role from July 1st as Chief Creative Officer India for Sapient Nitro talks to exchange4media exclusively on, reason behind choosing Sapient Nitro, road ahead, moving from  connecting creativity and technology, making people an active part of storytelling and more...

Your choice of SapientNitro has taken the industry by surprise, your choice seems like a re-invention of sorts, how does the road ahead look like?
Exciting. To me walking the talk is more important than the talk, we often advise clients to re-invent their brands so that they remain relevant to the consumers, why isn't such advice relevant to the people who are managing the brands?

Is it your love for digital and new media that made you choose SapientNitro has your next destination? Post your exit from Leo Burnett what was it you were looking for and how does SapientNitro meet that expectation?
I love advertising because it presents a new challenge every day, today's challenge is how to tell stories to the consumers who live in an always-on world. Therefore the need for far more immersive stories across brand communications.  My idea of re-invention is to understand and calibrate the brand experiences to today’s consumers. SapientNitro mastered this art and they call it Storyscaping. I love this concept of connecting technology and creativity. After all technology is all about innovation and innovation is all about creativity. I believe SapientNiro is doing all this seamlessly. 

What does your new role entail?
To bring in commerce, technology, digital engagement and brand communications together. And also to collaborate across disciplines to create game changing success for brands.

What are some of the things you will have to unlearn moving in from over two decades of experience in the traditional agency space?
From big ideas to organising ideas. From 'I do all to ‘collaborate and co-create', from telling stories to making people part of the stories.

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