Home >> Advertising >> Article

Saatchi & Saatchi way forward from Ramanuj Shastry’s viewpoint

09-February-2011
Font Size   16
Saatchi & Saatchi way forward from Ramanuj Shastry’s viewpoint

Saatchi & Saatchi and its Lovemark are two words taken together. So is the case with Ramanuj Shastry, National Creative Director (NCD), Saatchi & Saatchi India, who has thoroughly merged his thought process with the respective philosophy. In conversation with exchange4media, Shastry shares his creative agenda and the way forward for the agency.

In 2009, Shastry was appointed as NCD at Saatchi & Saatchi India and since then he has been busy taking forward the creativity charge for the agency. Speaking about the then and now benchmarks for the agency, Shastry said that it was necessary for him to understand the strengths of the agency before trying to make changes within the agency. Calling himself a ‘Lovemark soldier’ that the agency truly believes in, he said, “I have taken the time to understand what the Lovemarks company is all about and what is the agency way forward, I am now trying to align myself with that.”

So what has been the way forward for Shastry? “Till now, I have always seen a consumer as a person. But from now on, I have to think of people as a community. Because as a per the Lovemark philosophy, we are not a ‘person’, but the ‘people’. Now, I have learned that ‘people’ is a plural term and I need talk to them as a community. It is easy to achieve respect, but achieving love is even more a difficult task for a brand,” he remarked.

According to Shastry, the advertising business was in the state of luck. Print does not work anymore; television is on its way out and digital no one knows how to do it, so there is still a lot of confusion in that respect. But confusion is good because confusion is the mother of the next big idea. He added, “However, I believe that Indian creativity consists of a bunch of brilliant people who have their own methodology to fall back upon and know what world class work is! So, I believe in the future that some of best ideas will come from India; however, we are still waiting… It’s like a seed that we sow in the ground and when it will burst open, nobody knows. So yes, it will take some time and we are getting use to the new rules of these changes.”

For Shastry and the agency, Lovemark philosophy starts and ends with people. The task has been not to propose the client with the regular TV, print and outdoor positioning. As he explained, “We at Saatchi believe that everything is digital and nothing is digital. Digital is just a medium and we need to sell our story via that medium, but the idea is that ‘people’ should interact with you through the idea and not just be passive listeners to your brands. Conversation is the key to the ideas and it is a two-way process. Taking this idea forward, we have been working on many brands currently.”

On these lines, the agency had launched the Novartis Otrivin campaign called, ‘Let’s Decongest’. The activity was carried out through virtual samplings that were adopted on social media platforms like Facebook and also carried forward via on-ground programmes in malls and other stores. A lot of participation was seen even without advertising in the regular ATL mediums like TV and print, through which the company gained a lot respect and coverage. The positive factor here that played in its favour was the environment where people were concerned about ‘decongestion’ and it was brought to light that there were several who were suffering from congestion. Shastry said, “It was a simple connect and due to this connection it created a good buzz around the whole activity and the brand.”
 

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

He spent 13 years at HT; his previous stints include Whirlpool, Procter & Gamble and Godrej

The case study explains in detail the people strategy executed at GroupM to ensure its talent is digitally charged and is data-centric.

As Zee Telugu completes 13 years, Anuradha Gudur tells us about the channel’s journey