I knew 'Blink to Speak' was a valuable idea: Parixit Bhattacharya, CCO, TBWA\ India

He is the man behind India's most rewarded and talked about campaign at Cannes 2018, 'Blink to Speak. Read on to find out how he conceptualised the idea and led the team that created the campaign.

e4m by Naziya Alvi Rahman
Updated: Jun 22, 2018 8:57 AM

Parixit Bhattacharya is India’s man of the hour at Cannes Lions 2018. While the country is struggling to inch closer to its metal tallies of last few years, Parixit, Chief Creative Officer at TBWA\ India, has already won a Grand Prix, a gold and a silver. Not just that, their ‘Blink to Speak’ ad is one of the most talked about campaigns from India at Cannes this year.

“There are two kinds of ideas that get awarded. One that everybody abides by and the quality and value of the idea is instantly apparent to the judges. The other is the one that is subjective; some people like it and some don’t. This idea had the quality of the former,” says an excited yet humble Parixit.

Although this is his first Grand Prix, Parixit has won close to a dozen Cannes metals in the past. In fact, his first brush with the Cannes festival was as soon as he started his career. Within a year of being in the advertising world, Parixit along with a partner, won the IAA’s Young Creative competition and got a chance to come to Cannes. "It was 2001. It was an all-expenses paid trip,” he adds with a spark.

Talking about the conceptualization of the ‘Blink to Speak' ad, Parixit revealed that there was someone in his office who was actually practising it.

“There was a lady in our office who was using this for one of her family members suffering from neurological disorders. She once told us about it and we felt that it was a really good building block. We decided to make it much more comprehensive, scalable and definitely usable. We were actually very lucky because we even got a senior doctor who works on the cause with a group of spine and brain surgeons and researchers. Then we worked with real patients for first-hand experience. We can’t make this up. You are positioning something which is for people with a serious condition, so it was important for us to keep it really authentic and genuine. And there was no way that we could have done it just by ourselves,” he added.

So when he saw the campaign for the first time, did he ever imagine that it could get him a Grand Prix at Cannes?

“I don’t know, my head does not work like that. Well, I wasn’t thinking of a Grand Prix, but yes, I knew that it was a valuable idea,” said Parixit.

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