Top Story

Home >> Advertising >> Article

Six-second attention span is a myth: Sonal Dabral, Ogilvy India

26-April-2018
Font Size   16
Six-second attention span is a myth: Sonal Dabral, Ogilvy India

As the Chief Creative Officer and Vice Chairman of Ogilvy India, Sonal Dabral’s biggest role is to keep the creative process relevant to the contextual reality of the times. For Dabral, the tonality and emotional content of a creative is the holy grail of the creative process which needs to be fine-tuned in a fragmented market like India.

In a conversation with exchange4media, Dabral spoke about the need for trans-creation, the rise of AI in creative agencies and the importance of sticky content.

Excerpts:

We have seen you talk about the shift from ‘direct to dialect’, what exactly do you mean by this? How is this relevant to creative agencies?

There are so many times that we sit in our ivory towers and create advertising without totally involving ourselves into the lives and lingo of the people we are talking to. So, it was a way of reminding ourselves that when we are communicating to a set of people, we cannot treat everybody with the same filter. We have to immerse ourselves into their language—what makes them laugh, what makes them cry etc. Only then will we be able to truly connect and communicate.

You also lay emphasis on trans-creation, especially when reaching out to diverse audiences? Could you tell us more about this approach?

As the buying power is increasing in India, people are moving to consumption, and we are not talking about metros or the tier 1 cities alone. If we start looking at the varied languages in India, it is absolutely mind boggling. What we need to do is not colour everybody with the same brush. We have to tarns-create and not just translate when we are creating ads for a specific audience.

We are living in an age of collaboration. There are specialists in every domain or platform. We have to involve them and sit with them while communicating to a diverse set of audiences.


What are the biggest challenges of communicating in a cluttered environment, especially when the attention span is said to be not more than six seconds?

The ones perpetrating this six second attention span myth are generally lazy minds who have been analyzing too much. When people watch films, they get glued to the screen for the entire duration of the film, so it totally depends on what you put in front of the audience. We have been talking about audience becoming restless and being spoilt for choice and switching from one place to another. I do agree there is explosion of media and explosion of channels and people are switching from one place to another, but if you see a great piece of interesting content (a good joke or a quote), you will stop and read it and even share it. So if the content is engaging, attention will automatically improve. So the biggest challenge is to create that engaging content.

What kind of a role will AI and machine learning play in the creative processes as the technologies mature?

The use of AI is not a challenge, it’s a reminder that when it comes to creative, we need to be really creative. Till the robot learns how to smile and cry, our jobs are safe. We have the power to move people and make them smile and even make them cry, something that we should not forget at all. I believe there are only two kinds of advertising: one that touches your head and heart and second that touches your head alone. The former is imperative and the latter is a disaster. AI might become intelligent to make ads but will it make you cry?

Tags Ogilvy India Sonal Dabral Advertising

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

Abraham Thomas, CEO of Radio City, and L V Krishnan, CEO, TAM Media Research, talk to exchange4media about a recent Nielsen report on radio

The announcement was made by the third judge of the Madras High Court, with an order expected later this evening.

Sanjay Goyal talks to exchange4media about the fast changing norms at companies, the current employment scenario and what would a workplace be like by 2025.