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<ul><li> As we come to the end of 2021, most of us are entering 2022 with a lot of hope and positivity. </li><li>Despite the challenges, 2021 turned out to be a good year in terms of the campaigns our creative agencies churned out. We saw many heartwarming, thought-provoking, quirky campaigns that won our hearts through the year.</li><li>In today's edition of our year-ender series, we talk to the best storytellers from the Indian advertising world and they tell us their expectations from 2022.</li></ul>2020 was one of the most difficult years we have faced in recent times which brought with it massive challenges. With people stuck at their homes, many of the traditional mediums witnessed a huge drop in spending. 2021, therefore has been a year of slow recovery. While the first half of the year was, in some ways, even more challenging, owing to the havoc the second wave of Covid-19 wreaked, things have been steadying slowly. The second half of the year has seen consumer sentiments slowly moving towards positive and it has been a good festive season. GroupM in its recently published report gave some positive news, that the industry is recovering much faster than earlier anticipated. And there have been signs of the green shoots too with different mediums recording good growth. BARC recently revealed that the November ad volumes for Television stood at 156 million seconds, 3% higher than 2020 and 31% higher than 2019. Meanwhile, Digital has been witnessing steady growth. Magna’s recently released report noted that digital ad formats grew by +20% (APAC average: +23%) to Rs 21,400 crore, while traditional media rose +12% to Rs 44,300 crore. The report also predicted a good recovery for traditional mediums like Print that were impacted due to the pandemic. For mediums like OOH and Experiential, the recovery is slower but again, the hope is 2022 will bring some cheer. With consumer sentiments turning positive and brands’ increasing willingness to spend more on advertising, things seem to be on the mend for now. However, even in a year when AdEx had been impacted, our creative agencies came up with some beautiful campaigns to make the year just a little better for us. From CRED’s Indiranagar ka Gunda to Mondelez’s reimagining of its iconic cricket stadium ad for Cadbury Dairy Milk, we have seen some heartwarming ads that made the year just a little more bearable. Meanwhile, a lot of brands also moved towards purpose-driven marketing. We also saw agencies come up with wonderful ideas to solve consumer problems. So, there was a shift from hard-selling to storytellers also becoming problem-solvers and this is a trend we hope stays. It will all be about going that extra mile, doing some good for the society. We will continue to see a lot of these trends in 2022 as well, but there is more in store. While the industry is moving towards the next year with cautious optimism, we spoke to a few experts from the advertising industry to understand what we can expect from 2022, and here is what they had to say: <keyword id="269997" type="General" weightage="20" keywordseo="amer-jaleel" source="Orion">Amer Jaleel</keyword>, Group CCO &amp; Chairman, MullenLowe Lintas Group The Rise of Regionalism in Advertising At one level, people are becoming more like each other. But look closer and you’ll see more alike, yes but also differently alike. Regionalism undoubtedly will be one of the dominant themes in the coming years, and this does not mean the archaic translations or redubbing of Hindi work that we used to churn out as a matter of course. As people receive more culturally relevant content to where they hail from or reside, we will see them shift towards themes and propositions that appeal to them. We see a confidence among people to claim their cultural territory and ask for entertainment that is more skewed towards them. And because you are viewing, not reading anymore, you can enjoy or be entertained or educated or moved in the nuances and the fine differences of the community you belong to, rather than be part of a generic mass. What that’ll mean to the creative process and production process you can only imagine in a country such as ours. Per piece, per project budgets will keep getting squeezed but overall outlays will go through the roof and marketing costs are bound to explode. It’s interesting times for a creative partner to both strategise in depth and create a plethora of gloriously unique work for the same brand over differentiated audiences. The more the frenzier, ha ha.” <keyword id="3844858" type="General" weightage="20" keywordseo="kainaz-karmakar" source="Orion">Kainaz Karmakar</keyword> &amp; Harshad Rajadhyaksha, CCOs, <keyword id="138018" type="General" weightage="20" keywordseo="ogilvy" source="Orion">Ogilvy</keyword> India Seniors will learn from juniors The pace with which new media and technology are integrating themselves into advertising, we can either up-skill or pack up our egos and leave. This is the truth. The faster we internalise it, the clearer we will be about our future. If this clarity leads us to acquiring new skills, then the best teachers are the youngest people in our offices. They were almost born with a smart phone in their hands. We had to learn to live with devices and apps. They can’t imagine living without them. Technology is blood to them. Add to that the immortal enthusiasm of their youth. An hour in their company is like reading an entire issue of The Wire. We should invest in these kids. Not just money but also our time. Learning something new from them is much more fun than whatever administrative meeting we are missing to do this. The fabric of advertising as we know it is changing. It’s terrific to be a part of this change, even if it means going back to being a student. Most of us had the best time of our lives when we were students. Only this time, our teachers are younger and cooler than us. <keyword id="1106781" type="General" weightage="20" keywordseo="rahul-mathew" source="Orion">Rahul Mathew</keyword>, Chief Creative Officer, <keyword id="910338" type="General" weightage="20" keywordseo="DDB-Mudra-Group" source="Orion">DDB Mudra Group</keyword> Valuing, Supporting and Protecting Talent This actually isn’t a new trend, it’s going back to what this business was built on – talented people. I can’t remember who said ‘Advertising is the only business where our biggest asset leaves out of our front door every day’. But it’s the most important truth of our business. One we’ve been guilty of forgetting, often. And with work-from-home, while our talent may not be walking in and out everyday, they are getting woo-ed everyday - by in-house agencies, other creative pursuits, start-ups with more money or just by the promise of a better work-life balance. So, if we do not double down on our efforts to make our talent feel valued, supported and protected; we will not have the talent to call ourselves a creative industry. <keyword id="3616322" type="General" weightage="20" keywordseo="arun-raman" source="Orion">Arun Raman</keyword>, Chief Intelligence Officer, GREY Group India 2022: Happy Brave Year The last 2 years were all about ‘Safety First’. Any action perceived as risky, was quickly branded as irresponsible by all and sundry. And we were all forced to put our heads down and keep our distance from the unknown. Covid, particularly the Delta variant, made marketing prudent too. At a time when there were tectonic shifts happening in consumer behavior, in cultural markers and even in business models, prudence was the operative word. Protection of market shares and protection of bottom-lines were the extension of protection at home. After all, aren’t marketers human first, consumers next and sellers lastly! I predict 2022 to break these self-imposed protectionist mindset by my marketing counterparts. Most have adeptly adapted to the new business models and the new way of consumer behavior. We are already seeing green shoots of big ideas re-surfacing. Big Bold Heroic Brand Ideas. That always are by-products of brave adventurous marketers. I think 2022 will be the Return of Bravery in our industry and the beginning of the end of the pandemic infused risk-aversion. <keyword id="2932117" type="General" weightage="20" keywordseo="amit-wadhwa" source="Orion">Amit Wadhwa</keyword>, CEO India, dentsu Creative Amalgamation of Creative with Data, Technology and Digital 2021 has been a year that has had possibly the most ups and downs. Right from starting the year on a bullish note to seeing the biggest challenge with the second wave both from a business and people wellness front to finally coming out of it and closing the year on a high. The one thing that 2021 taught us was that it’s good to be ambitious but ‘cautiously ambitious’ rather than ‘bullishly ambitious’. So I guess we enter 2022 with this wisdom but there is so much more that we would need to focus on. One thing that I feel extremely passionate about is that we are in the business of creativity and our core is and will always be ‘creative’. And while I say this, we are living in an extremely dynamic world where right from methods of mining insights, ideas reaching consumers to consumers experiencing brands are all changing. 2022 will be a landmark year where creative agencies will see an even bigger transformation of the amalgamation of creative with data, technology and digital as the boundaries will vanish much faster this year. And agencies that are not ready for this change or are reluctant will face the heat while the ones who are better prepared and want to embrace the changing world will prosper. With our investments in data, tech and digital, I am all excited to embrace 2022. <keyword id="1505615" type="General" weightage="20" keywordseo="Ashish-Khazanchi" source="Orion">Ashish Khazanchi</keyword>, Managing Partner, Enormous 2022: The year of getting back to normal The pandemic was a true test of character of people, teams and organisations. While there certainly was a big drop in businesses and toplines, what was at stake was organisations' humanity. People in organisations everywhere dealt with the kind of uncertainty they never were faced before. Uncertainty of livelihoods, careers and sanity amidst surmounting work pressures. The better organisations, in my opinion, made sure that their people were taken care of at least as much as their businesses. When the specter of lockdowns was a little bit behind us, we saw a simple trend both in terms of people and companies. The ones with initiative thrived even in the midst of a terrible external situation. Anyone who did not take easy ways out, like the typical bottomline managers do, by cutting costs rather than working on newer avenues of organisational growth, are going to be the true hero companies of tomorrow. They've tasted success and now when the tides are turning, they're going to be unputdownable. 2022 will see business return to near normal, I would predict the number of pitches to go through the roof from about March. The ones with the best people and processes and creative products, will win 2022 by a mile. <keyword id="1970421" type="General" weightage="20" keywordseo="emmanuel-upputuru" source="Orion">Emmanuel Upputuru</keyword>, Chief Creative Officer, Cheil Entering a year of new adventures While the novel Covid-19 virus visited our planet last year, we bore the brunt of it this year. But as we come to the end of 2021, we can only look forward to the coming year, with lessons, hope and confidence. I believe the biggest positive is that so many possibilities have opened up suddenly for talent, companies and brands. We have entered an era where we have to deal with not just uncertainty, but with the unknown. There is a sense that anything and everything is possible today. Some can face it with fear, others with hope and a belief. But as the virus, the human race is also adapting, mutating if I may say so. So many exciting things are happening around us. Metaverse, Blockchain, NFTs, DAOs. Big brands have already entered these spaces. It looks so exciting, like an adventure. I am reminded of the song that my daughter loves and (hates it when I sing), “Don't you know there's part of me That longs to go Into the unknown? Into the unknown Into the unknown

Trends 2022: Where advertising is headed in the year to come

<ul><li>The TVC is conceptualised by <keyword id="910338" type="COMPANY" weightage="20" keywordseo="DDB-Mudra-Group">DDB Mudra Group</keyword>. </li><li>It aims to communicate brand's missions to help women achieve financial independence.</li></ul><keyword id="3480589" type="PERSON" weightage="20" keywordseo="Meesho">Meesho</keyword>, a <keyword id="10624624" type="UNKNOWN" weightage="20" keywordseo="social-commerce-platform">social commerce platform</keyword>, today launched a new TVC to create awareness about the wide range of products available on the platform for micro-entrepreneurs to choose from, share with their customers and make earnings towards their small-scale businesses. Taking the lead from the brand’s previous TVC campaign which reflected women achieving financial independence and creating their unique identity with Meesho; the new TVC highlights the ease Meesho offers to the new generation of ‘social commerce’ <keyword id="74945" type="PERSON" weightage="20" keywordseo="Women-Entrepreneurs">women entrepreneurs</keyword> to serve their customer’s varied demands as per their preferences. <div type="Youtube" id="3RXdnmEWPwQ" title="#MyStoreMyStory: Jitni lambi contact list, utne zyada products!" thumbUrl="https://i.ytimg.com/vi/3RXdnmEWPwQ/mqdefault.jpg"></div> The film showcases an interesting aspect of our social circles. Every person on our contact list has a specific persona. This reflects in their interests, fashion statement, and products they like to buy. This proved to be a significant insight for Meesho to collaborate with <keyword id="259349" type="COMPANY" weightage="20" keywordseo="DDB-Mudra">DDB Mudra</keyword> and create the TVC in order to reach out to ‘social commerce’ entrepreneurs in the country who are always on the lookout to buy products for their customers as per their varied taste and preference. Meesho platform has a wide range of products to choose from whether it is in terms of latest in fashion and garment, home décor, accessories and much more at affordable price-points. Commenting on the launch of the new TVC, Vidit Aatrey, Founder &amp; CEO, Meesho said, “At Meesho we are aware about the pulse of our audience – women entrepreneurs and we accordingly provide solutions. Access to smartphones and penetration of internet have brought many women entrepreneurs to the digital fold who run their micro enterprises via social commerce. Through our TVC we want to convey to these entrepreneurs to look no further than Meesho as we understand their aspirations to meet their customer's varied demands and preferences. One can always find something for everyone at Meesho." <keyword id="1106781" type="PERSON" weightage="20" keywordseo="Rahul-Mathew">Rahul Mathew</keyword>, Chief Creative Officer, DDB Mudra Group said “To take forward our journey of encouraging women entrepreneurs, we wanted to bring out how simple and powerful an ally Meesho is. The film effectively communicates that Meesho is as vast and resourceful as your contact list.” Today Meesho has more than 7 million re-sellers (entrepreneurs) on the platform spread across 100 cities out of which 80% of them are women from smaller towns and cities. The TVC will be running across regional, news, entertainment, infotainment, and sports channels. The advertisement will also be available in many regional languages like Kannad, Telugu, Tamil, Malyalam, Bengali, Odiya and Assamese.

Meesho's latest ad encourages women entrepreneurs to explore social commerce

<ul><li>Gulf Oil India has launched a new TVC with <keyword id="6354832" type="UNKNOWN" weightage="20" keywordseo="ms-dhoni">MS Dhoni</keyword> and his younger self. </li><li>The campaign is conceptualised by <keyword id="910338" type="COMPANY" weightage="20" keywordseo="DDB-Mudra-Group">DDB Mudra Group</keyword>. </li></ul><keyword id="2549193" type="PERSON" weightage="20" keywordseo="Gulf-Oil-Lubricants-India">Gulf Oil Lubricants India</keyword> has launched its new campaign #GulfDhonixDhoni. The campaign features MS Dhoni in a conversation with his younger self from 2005, reminiscing the successful journey through accolades and pictures. While they are talking about their two passions – Cricket &amp; Biking, the younger Dhoni is surprised to find his old bike in the garage that still functions as good as other bikes from the collection. The campaign aesthetically blends the similarities between the consistent performance of Gulf Oil’s brand ambassador, Dhoni on the cricket field and its product Gulf Pride engine oil which delivers Insta pick-up over many years and kilometres. The campaign strategically released on the 10th Anniversary of India’s 2011 World Cup Victory, one of the greatest sporting moments for Indian and Dhoni cricket fans. <div type="Youtube" id="LbCYK5h0DRk" title="Gulf Oil &amp; MS Dhoni's success mantra" thumbUrl="https://i.ytimg.com/vi/LbCYK5h0DRk/mqdefault.jpg"></div> Ravi Chawla, Managing Director &amp; CEO, Gulf Oil Lubricants India Ltd., said, “At Gulf, we pride ourselves on being an innovator and we seek to consistently push the envelope when it comes to our product quality and benefits. In keeping with this ethos, we recently upgraded our flagship 2-wheeler engine oil, Gulf Pride 4T. While previously the brand promise was about “Insta pick-up”, and it resonated strongly with bikers across the country, we bettered the product to be able to now deliver ‘Consistent Insta Pick-up’ over thousands of kilometres and many years. As brand Gulf, we are already no. 2 when it comes to important consumer mind measures (or brand health measures). With this new launch and campaign, we intend to strengthen that spot further in terms of market share as well.” <keyword id="1106781" type="PERSON" weightage="20" keywordseo="Rahul-Mathew">Rahul Mathew</keyword>, Chief Creative Officer, DDB Mudra Group said, “Great brands should tell great stories. And with Dhoni, we had an engaging story that we could tell the world while building on the brand’s promise of consistent performance.” Commenting on the campaign, M S Dhoni, Brand Ambassador - Gulf Oil said, “I am delighted to be associated with a brand like Gulf Oil that is driven by passion to move forward. As an avid biker myself, I can very well connect with the brand’s proposition and product offerings. This campaign makes me nostalgic as I revisit my favourite cricketing moments including the winning shot at the 2011 World Cup Finals. It gave me a feel of how it would be to meet my younger self, what we would talk about and what I would advise him if we met.”

MS Dhoni takes a trip down the memory lane with his younger self in Gulf Oil India’s latest TVC

<ul><li>Launches three fun and quirky Commercials. </li><li>Brings back the iconic ‘<keyword id="9670042" type="UNKNOWN" weightage="20" keywordseo="Boom-Boom-Boomer">Boom Boom Boomer</keyword>’ tune.</li></ul>We know it for its iconic tune. We love it for its taste and the ‘Boom’. We have grown up seeing its ad campaigns on television, and now, it is back in an all new avatar! Boomer is back with the unforgettable Boom Boom Boomer tune in a series of new TVCs. With a history of over 25 years, Boomer from <keyword id="6042988" type="ORGANIZATION" weightage="20" keywordseo="mars-wrigley">Mars Wrigley</keyword>, is loved for the sweet taste of nostalgia and is a favorite across generations. The three TVCs capture the wacky and humorous essence of the brand, bringing to life the tag line, Boom Macha De, through comical hyperboles. With a common theme of exaggerated humor, which is stretched like a bubblegum, each film is playful and funny and promises to make the viewers smile with the over-the-top reactions. The first film captures two young siblings looking gloomily at their dead pet fish in a fishbowl. While the elder sibling is chewing Boomer, he pops a bubble that causes the dead fish to come back to life. The film ends with a voiceover saying, ‘Boom Macha De’. <div type="Youtube" id="Xj6T02yIbjg" title="Boomer New Campaign- Boom Macha De- Fishbowl" thumbUrl="https://i.ytimg.com/vi/Xj6T02yIbjg/mqdefault.jpg"></div> The second film shows a young boy watching a mythology-based show, with his grandfather while chewing Boomer. He is visibly bored and blows a bubble to the Boom Boom Boomer tune and when the bubble pops, the bald grandfather suddenly grows a thick mane of hair. <div type="Youtube" id="dPxcs-LFcms" title="Boomer New Campaign- Boom Macha De- Grandfather and son" thumbUrl="https://i.ytimg.com/vi/dPxcs-LFcms/mqdefault.jpg"></div> In the third film, a muscular guy in a village akhada is flexing his muscles in the mirror. While he is admiring his strong biceps, he blows on a bubble that grows bigger and bigger to the signature Boomer tune but as soon as the bubble pops, his muscles deflate and droop down. This leaves him shocked while the film ends with the voice over ‘Boom Mache De’. <div type="Youtube" id="Mr9fPUZCjpY" title="Boomer New Campaign- Boom Macha De- Biceps" thumbUrl="https://i.ytimg.com/vi/Mr9fPUZCjpY/mqdefault.jpg"></div> Talking about the launch of the TVC campaign, <keyword id="3778289" type="PERSON" weightage="20" keywordseo="Yogesh-Tewari">Yogesh Tewari</keyword>, Marketing Director, Mars Wrigley said, “Boomer has, over the years, become a favorite for our consumers in India. With the tagline of ‘Boom Mache De’ and the famous ‘Boom Boom Boomer’ tune built upon the concept of nostalgia, we are confident that our consumers will enjoy the films as much as they love the product. Mars Wrigley enjoys a loyal fanbase and with these light-hearted films, we hope to celebrate the love and joy associated with the brand.” Talking about the films, Rahul Mathew, Chief Creative Officer, <keyword id="910338" type="COMPANY" weightage="20" keywordseo="DDB-Mudra-Group">DDB Mudra Group</keyword> said, “It’s not always that you work on a brand that has such strong and memorable associations. We wanted to make sure that our work reinforces these associations in a way that it appeals to today’s youngsters. And, of course, do it in a way that brings alive the fun and quirky nature of the brand.” For a price of INR 1 per pack, consumers can taste and enjoy a priceless walk down the memory lane.

Mars Wrigley brings back the iconic ‘Boom Boom Boomer’ tune

<ul><li>Ari Weiss, Chief Creative Officer, <keyword id="819172" type="ORGANIZATION" weightage="80" keywordseo="DDB-Worldwide">DDB Worldwide</keyword> and Rahul Mathew, National Creative Director, <keyword id="910338" type="COMPANY" weightage="20" keywordseo="DDB-Mudra-Group">DDB Mudra Group</keyword> spoke to us recently about the changing face of advertising.</li><li>Weiss and Mathew told us what it takes to create an impact in an ever-changing ecosystem.</li><li>Weiss also tells us about his enthusiasm about the Indian market, which he believes will soon be counted among the top markets for the agency.</li></ul>
 <div type="Video" msid="73433112" hostid="261" title="Ari Weiss, Chief Creative Officer, DDB Worldwide walks us through his idea of the evolution of creativity" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=73433112"></div>



 The world of advertising is right now in a phase of disruption. Technology is changing how things work. Data is making it possible for advertisers to target consumers directly, and more effectively. The rise of digital, while making it easier to reach out to consumers, is also making it difficult for advertisers to break the clutter. In such a scenario, what are the essentials that a new-age advertiser needs to take care of, to make sure they not only solve their client’s problems, but that they are also able to make a difference to the lives of consumers too? How does a creative break the clutter in a world that has suddenly become so much noisier than it was a decade ago? What elevates a good idea and takes it to the next level, making it a brilliant idea? And how are agencies coping with the ever-evolving world of advertising? These are a few, among the many questions I threw at Ari Weiss, Chief Creative Officer, DDB Worldwide and Rahul Mathew, National Creative Director, DDB Mudra Group. Weiss was in India as a part of DDB’s first global creative council meet held in Mumbai last month. Weiss, who was elevated to the role in July last year, and the trip to India, and other markets the agency is present in, was aimed at helping him deep-dive into these markets. That he considers India to be a critical market is clear from Weiss’ palpable enthusiasm about the work coming out of the country. He is also confident that India will soon figure among the top markets for the network. Looking back at the last decade The last decade saw the advertising industry go through massive disruption. With the growth of internet, and the increasing use of data in tech in determining consumer behavior and working around that to deliver creatives, the way the ad world works, saw a huge change. Speaking about some of the biggest changes he witnessed, that has brought us where we are today, Weiss said, “We've seen the media landscape shift quite a bit in the last decade. The digital transformation which was already underway at the start of the decade, matured as a market and made it clear that it was here to stay. We saw a lot of experimentation in the early days. We have seen an evolution where from the earlier gimmicks of the platform experimentation, we have now come to longer, effective storytelling and brand building across these platforms. Today we’re seeing more of sustainable brand-building. It's an interesting time for both the creative industry and brands because you have to find simple and striking human truths that can live anywhere and can be built into one big story.” When the entire ecosystem is changing, it’s obvious that the way brands tell their stories will also change. Pointing towards one interesting change, Mathew said, “There is definitely a trend towards brands becoming more conscientious, and that's going to go into the next decade. Brands are now seeing themselves as citizens who live in the environment that everyone else is a part of, and they have to play their role as conscientious citizens of the world that we live and operate in, instead of simply having a capitalistic approach.” The evolution of creativity In today’s world, the way you tell a story is very different from what it was even till a decade back. So from a creative’s lens, how different are things today? What does one need to do to be a good story-teller, while being relevant? “The beauty of creativity is that ultimately it never changes from the fundamental perspective. We have to come up with really interesting ways of telling stories,” explained Weiss. “How we tell the stories, however, has obviously changed. In this fragmented landscape where narratives can take place over hundreds of different platforms, it forces us to come up with a creative idea that is incredibly simple, and has to be incredibly intoxicating at first glance. We talk about the simplicity of a great creative idea. Before, when ideas were living on fewer platforms, you could have some complexity to the idea because it did not have to travel so fluidly. That was a great moment in time as well. But this evolution is a new place to play and these huge ideas living across something of a 3D landscape than a linear landscape, is a wonderful place for creativity and story-telling,” he added. Weiss has also been very vocal about his thoughts on data and technology coming into play in the industry. He has always believed that the data handing creatives with human insights is only as good as the person interpreting it. “I think a mistake we often make is that we let data lead us. But today, there can be so many different ways of interpreting data. Ours is an incredibly human business. And as much technology as we get, it will still need to be processed by incredibly intelligent humans because that's how you pivot between the data and a great insight, and a great creative articulation of that insight,” he explained. And how do you turn an average or a great idea into a brilliant idea? “From day one, we're taught that we're uninvited guests in this world and it requires a lot of creativity to turn that uninvited guest into an invited one. A great idea surprises you, it can be where it lives, what it says and how it can be brought to life.” Pointing to the fact that clients play an equally important role in immortalizing a piece of creative work, Mathew says, “What makes an idea great also depends on the number of people believing in that idea, and the clients rallying behind you. I don’t think we have come up with a great work where our client wasn’t equally great. It’s not tough to come up with a great idea but it’s really tough to protect it which is where great clients come in.” Looking at India’s growth story Despite the overall industry slowdown, DDB Mudra had a good year. With a slew of new clients coming on board, 2019 also became the most-awarded year for the agency as the agency put up a good show at global as well as domestic award shows. The <a href="https://youtu.be/yVjY-doL9n0" data-type="tilCustomLink">Stayfree Project Free Period</a> and ‘Hastagsdontheal’ for Khalsa Aid won the agency a lot of accolades. Moreover, it launched the first ever NBA game in India through the campaign #<a href="https://youtu.be/edMrK7vdqEg" data-type="tilCustomLink">NBAInMyBackyard </a>which focused on the social currency of the game in India and created a sporting spectacle while building a community and coding in culture. Weiss said that the Stayfree campaign particularly impressed him because of it ticked all the right boxes. It was an idea that could be relevant anywhere. “It wasn’t social purpose for social purpose’s sake. It was an incredibly well-told story that landed a brand truth in a very emotional and impactful way,” he said about what he thought worked in the campaign’s favor. Speaking about the energy that the young team in India brings to the table, he added, “When I first met Aditya and Rahul, I felt this youthful, disruptive energy in this team. When you look at the clients who are being attracted to them at the moment, and you look at this disruptor energy from a very young, ambitious and talented team, you just get very excited. You pair the culture, the market and the talent sitting behind it and think that you have to embrace and support it however you can because there's so much potential here.” Sharing his enthusiasm about India as a market, Weiss also said that the sheer size of the market presents a huge opportunity. “This is a market of immense creativity and it's absolutely not lost on me that this is a region of immense growth,” he said. On being asked when he thinks India can be counted among the top markets for the agency globally, he added with a smile, “Today! India is a culture rich in art and you realize that from the moment you land in the country. There are other markets that have the growth potential but not the creative culture that is true to the core DNA of this market. To find that combination of the DNA and the growth, I think India is already there today. We simply have to feed it.”

India is a market of fascinating creativity and an immense growth potential: Ari Weiss, Chief Creative Officer, DDB Worldwide

<ul><li>2020 has thrown a lot of curveballs at us and <keyword id="123591" type="PERSON" weightage="20" keywordseo="Work-from-home">work from home</keyword> has destroyed our work-life balance and affected our mental health. At the same time, it has brought us closer to our family members and colleagues. </li><li>We have all had unusual and funny one-time experiences during this house arrest. </li><li>We reached out to creative experts of the advertising industry to find out if they have had any funny incidents during their work-from-home period. </li><li>So, scroll through if you need a good laugh. </li></ul>It was during an interview with a fitness brand that the newest member of my family, Coco, my cat, found an unusual object. She started snarling at it, touched it with her little paws and started jumping. She panicked and wouldn’t stop jumping from one room to another. She spilled my coffee and it was all for a tiny, little ball I bought for her the day before. Luckily, it wasn’t a video interview. I did go blank for a while and finally excused myself for 10 minutes to calm my cat down. The interviewee was quite patient and understanding and that credit goes to 2020 and the continuous curveballs it has thrown at us. It was while working-from-home during an interview that my cat saw a ball for the first time and almost gave me an anxiety attack. But now, when I look back at it, I can’t help but laugh. Year 2020 has also pushed us all to learn more and don new skills. In a short span of time, we have become professional housekeepers, chefs, fitness freaks and the list goes on. While we were miles away from each other, technology kept us together and entertained us. It also gave us <keyword id="10472157" type="UNKNOWN" weightage="20" keywordseo="funny-experiences">funny experiences</keyword> over Zoom calls that we would cherish for life. There was always this one colleague who would forget to keep their mic on mute, one who lives in a poor network area or one who is soft-spoken and always unmutes to ask, “Am I audible now?” (Guilty. I am that colleague) Talking to each other from our living rooms, cute pets and kids interrupting serious discussions around new campaign ideas or revenue goals, has brought us all closer. It was these little laughs that kept us going, reminded us that there will be a better tomorrow, taught us to value the little things in our everyday lives. When we all go back to office, we would have a lot more to talk about and laugh at than before. So, we decided to speak to creative folks of the advertising industry to find out if they had any unusual, funny incidents to share with us and they did not disappoint. Here is proof that 2020 was unusual but also had an upside side: <keyword id="2289556" type="PERSON" weightage="20" keywordseo="Rajdeepak-Das">Rajdeepak Das</keyword>, Managing Director - India &amp; Chief Creative Officer – South Asia, Leo Burnett: <div type="image" title="Rajdeepak Das" msid="79842524" hostid="261"></div> When I think of the most memorable moments – what stands out for me is not one moment, rather one campaign that we were working on. While I can’t share the name of the brand, there was one brief that we worked on for 4 months...no exaggerations. What we were trying to capture in this campaign was the current sentiments of the nation and every time we thought we cracked the idea, suddenly the mood would change - we went from fear to hope to fear back to positivity to uncertainty to happiness. And for four months without fail every week we would be in a new briefing session! Another incident that stands out in my mind. I was talking to one of my friends who is a CEO of one of the top companies of India. And we were in the middle of an intense discussion when suddenly he goes – Raj I am sorry but I have to call you back. I was a bit taken aback and I asked, all okay? – and he says No. I have to leave.. I asked again ‘all ok my friend’ to which he said “Actually I put Harpic in the bathroom and I have to clean it in 20 mins”. One of the many things this pandemic has taught us...not only does sh*t happen, you have to clean it also! <keyword id="1106781" type="PERSON" weightage="20" keywordseo="Rahul-Mathew">Rahul Mathew</keyword>, Chief Creative Officer, DDB Mudra Group: <div type="image" title="Rahul Mathew" msid="79842531" hostid="261"></div> "Before the lockdown, I had piled on quite a few kilos. I could almost hear my weighing scale groan. But during the lockdown I was able to strip back on quite a few of those kilos. Nope, I didn’t go Rocky Balboa at the end of each day nor was I Jane Fonda-ing my way through zoom calls. I just started cooking. And before you guess again; it has nothing to do with how healthy my cooking was. This is about how terrible my cooking is. From someone who had watched probably every cooking show on earth, I couldn’t believe how bad I was. So my wonderfully awful culinary skills turned out to be an incredible diet plan. If the lockdown hadn’t ended when it did and my cook hadn’t returned, I would be in Maldives right now showing off my six-pack." <keyword id="1476586" type="COMPANY" weightage="20" keywordseo="Deep-Chhabria">Deep Chhabria</keyword>, Creative Director, BBH India: <div type="image" title="Deep Chhabria" msid="79842537" hostid="261"></div> "We were in the middle of an intense pre-pitch review. Imagine, T-2 hours. And I was irritating my sister sitting next to me by shouting monumentally dumb things and making random noises like a lunatic. And suddenly, I heard my boss say 'Deep, Deep, please'. And that's when I realized that the biggest horror of my life had come true. My mic had automatically unmuted itself. Now, no one takes me seriously at work, my sister laughs at me all the time, and I live in constant fear of my mic unmuting. I check it like it's the gas or geyser before leaving my house. Also, not looking forward to going back to office, now that I know everyone's discovered who I really am." Srikanth Kanchinadham, Senior Copywriter, Wunderman Thompson, Mumbai: <div type="image" title="Srikanth WT" msid="79853000" hostid="261"></div> Working from home has its perks. But it also comes with a series of unseen responsibilities. Like when I started staying at my parents’ place during the lockdown, we all embraced the situation together. But little did I know that missing out on one day’s playtime with my dog could send me through a spiral of guilt-trip. <div type="image" title="Django dog" msid="79846110" hostid="261"></div> One evening when I was in the middle of making a presentation for a pitch meeting, I couldn’t squeeze some time out to play with him, and Django my dog just looked at me with the most adorable eyes. That’s when I realized that it’s these little moments of innocence that remind you that working from home is equal doses of endearing beauty and uncompromising stress. And it takes a year like 2020 to remind you of how to live with both, with a smile on your face. Geethalaxmi Rajasekar, Manager, Brand Strategy, Gozoop: <div type="image" title="Geetanjali Gozoop" msid="79842542" hostid="261"></div> Fun story!? Are we not running with "trauma", the official theme of 2020 anymore? That's not a great start to this. Just like 2020. Okay, no more 2020 depreciation. I'm still mad at it though. Damn, it's already December. That's 9 months of WORKING FROM HOME. I mean I've worked from home more than in the office. Starting your day with 'hey, can you hear me now, this is the closest I can keep the mic' to ranting about the never-ending pandemic over brainstorming calls to crying about missing pani puri to virtually sitting on the designer's head to get the KV right a night before the pitch. It's been wild. I was never a fan of WFH. It never made sense to me. So, when it was the only way to continue doing business, I was quite bummed. But, not having to shower before a meeting or taking a power nap with your pet; the little perks in between made it not so bad. It's not one incident that made this period which feels like an era memorable. It's really a series of those inadvertently funny and mental moments that I cannot wait to bring up and laugh at when I meet my team in person and smother them to death. PS - Wishing y'all a better 2021 and significantly fewer backaches.

Life in 2020: Industry folks share some funny moments from the year gone by that helped them look at the lighter side of life

<ul><li>India has clinched eight metals on Day 2.</li><li>Cannes Lions declared the results for Creative Data, Creative Strategy, Direct, Media, PR and Social &amp; Influencer categories today.</li></ul>It is only day two of Cannes Lions 2021 and India is already shining bright in Gold. Today, DDB Mudra Group’s ‘Project Free Period’ campaign for Stayfree has bagged India’s second Gold Lion at this year’s fest. The campaign won the metal in Creative Strategy category under the audience insight sub-category. DDB Mudra Group’s campaign showcases that women in the sex trade cherish periods as a time off work, which is contrary to the dismay women usually express towards periods. On bagging the Gold, Rahul Mathew, Chief Creative Officer, DDB Mudra Group said, “Winning a gold at Cannes is always an incredible feeling. And the fact that we managed to win at Cannes 3 years in a row also makes us feel more confident of the direction in which we’re headed.” <div type="Youtube" id="yVjY-doL9n0" title="Stayfree India | Project Free Period- 2" thumbUrl="https://i.ytimg.com/vi/yVjY-doL9n0/mqdefault.jpg"></div> On the other hand, Dentsu Webchutney’s The 8-bit journo for Vice Media bagged two Silver Lions and one Bronze Lion in Direct Lions, Creative Strategy Lions and Direct Lions, respectively. This unique campaign is a testament to the dictum ‘necessity is the mother of invention.’ It combined technology from the 60s and the 90s and launched the world’s first teletext news portal: The 8-Bit Journo. Relevant news stories that Kashmiris had missed out during the internet shut down last year, were converted into teletext and dispatched to lakhs of Kashmiris through SMS. Rejoiced with the spree of metals coming in their way, Gautam Reghunath, CEO, Dentsu Webchutney said, “It’s been one of those weeks where we’ve all felt so proud and grateful for the creative culture we’ve been building together at Webchutney. I remember talking to A&amp;M Insider a year and something ago on how we’re hoping to keep the momentum that Webchutney seemed to have found for ourselves going. Well, we’re certainly thrilled with our consistency these last few years. Sure, every Cannes Lion we win is recognition for all the quality work that’s already gone in. But more importantly, it is a glittering reminder on our shelves to be better every year.” <div type="Youtube" id="g1jQXgfaLXE" title="8-Bit Journo" thumbUrl="https://i.ytimg.com/vi/g1jQXgfaLXE/mqdefault.jpg"></div> Continuing its win on day two, FCB India has made India proud yet again by bringing back a Silver Lion for Mumbai Police’s Punishing Signal in the PR category and Not-for-profit / Charity / Government subcategory. With the latest win, the agency is leading in India with six metals. Speaking on the win, Rohit Ohri, Chairman &amp; CEO, FCB Group India, said, “The Punishing Signal is poised to be India's most awarded campaign at Cannes Lions 2021. Really proud of the team at FCB Interface and thankful to the Mumbai Police for putting their faith in this idea.” Adding Robby Mathew, Vice Chairman &amp; CCO, FCB Interface, said, “Looks like the Punishing Signal is turning into a Rewarding Signal for FCB Interface!” <div type="Youtube" id="KIgKvUPXeq4" title="The Punishing Signal in collaboration with Mumbai Police - #HonkResponsibly" thumbUrl="https://i.ytimg.com/vi/KIgKvUPXeq4/mqdefault.jpg"></div> Ogilvy Mumbai bagged a Silver Lion for Dove #StopTheBeautyTest campaign in the Creative Strategy category under FMCG. <div type="Youtube" id="jEpTa2cMl_I" title="Dove | #StopTheBeautyTest (with English subtitles)" thumbUrl="https://i.ytimg.com/vi/jEpTa2cMl_I/mqdefault.jpg"></div> Ogilvy Mumbai’s another most-talked-about #NotJustACadburyAd campaign for Mondelez also won a Bronze Lion in Creative Data under Data-Driven targeting category. The 3 CCOs of Ogilvy India, Sukesh Nayak, Harshad Rajadhyaksha and Kainaz Karmakar shared their thoughts on their wins: “Winning Cannes Lions always feels terrific and these pieces are very close to our hearts. Both Mondelez and Unilever are clients who take great pride in meaningful work. They walk the journey with us from inception to execution. It took months to craft 'Not just a Cadbury Ad' and Dove #stopthebeautytest Tonight the teams deserve to put their feet up and celebrate.” <div type="Youtube" id="gBWLm6Sx1WI" title="Not Just A Cadbury Ad Campaign Video" thumbUrl="https://i.ytimg.com/vi/gBWLm6Sx1WI/mqdefault.jpg"></div> Lowe Lintas’ ‘H for Handwashing’ for HUL’s Lifebuoy also picked another Bronze Lion on Day 2 in Media, under Excellence in Media Execution sub-category. <div type="Youtube" id="fpuAC9VIRyc" title="#HforHandwashing" thumbUrl="https://i.ytimg.com/vi/fpuAC9VIRyc/mqdefault.jpg"></div> The Indian contingent has overall clinched eight metals in Creative Data, Creative Strategy, Direct, Media and PR categories on day two, bringing the country's total tally to 15. India didn’t get a metal in Social &amp; Influencer category. Here are a few other campaigns that were shortlisted in the Creative Data, Creative Strategy, Direct, Media, PR and Social &amp; Influencer categories: <div type="Article" hostid="261" msid="83715133" title="Cannes Lions 2021: India secures 26 shortlists in Direct, PR, Social &amp; Influencer, Creative Data and Creative Strategy Lions" mstype="2" mssubtype="0"></div>

Cannes Lions 2021: India brings home a Gold, four Silver Lions and three Bronze Lions on Day 2

<ul><li><keyword id="819905" type="General" weightage="80" keywordseo="instagram" source="Orion">Instagram</keyword> has launched its first-ever campaign for India. </li><li>It is a 360 degree campaign and the creatives will also feature emerging creators like Saurabh Ghadge, Meethika Dwivedi and Shantanu Dhope. </li></ul> Instagram today announced a new consumer marketing campaign aimed at encouraging young people to express and explore their personal stories, on the platform. The campaign, ‘We Are In the Making’, is Instagram’s first brand campaign in India, and will air on TV during the IPL and the upcoming T20 cricket World Cup, in addition to other broadcasters. <div type="Youtube" id="1fBskQXLaG0" title="We Are In The Making | Instagram" thumbUrl="https://i.ytimg.com/vi/1fBskQXLaG0/mqdefault.jpg"></div> The campaign is a part of Instagram’s new global brand campaign and it showcases the way people can explore who they can be with Instagram. It is based on the insight that young people want to express themselves and be a part of a community, but look for constant nudges of encouragement from those around them. <div type="Youtube" id="xhgsviMIa1U" title="We Are In The Making | Instagram" thumbUrl="https://i.ytimg.com/vi/xhgsviMIa1U/mqdefault.jpg"></div> ‘We Are In The Making’ is hence rooted in the fact that for young people, identity isn’t defined, it’s something that’s constantly explored. Identity formation means connecting more deeply with the people that matter to you, discovering and experimenting with new interests, or sharing your perspective, however work-in-progress it may be. <div type="Youtube" id="5z7j4PI07v0" title="We Are In The Making | Instagram" thumbUrl="https://i.ytimg.com/vi/5z7j4PI07v0/mqdefault.jpg"></div> Avinash Pant, Director - Marketing, Facebook India, gives more context, “With Reels, we’ve seen the rise of a new cohort of short form video creators who’ve discovered their interests and found their voice, and attained national popularity in the process. The new campaign from Instagram brings these local insights together, with our global platform, and celebrates the multi-dimensional generation. While the young continue to shape their identity, we wanted to highlight the power of self-discovery for them through relatable and inspirational stories. We hope the campaign encourages young Indians to express and shape themselves on Instagram.” The campaign creatives are inspired by the community and some feature some popular emerging creators, such as Saurabh Ghadge, Karan Sonawane, Neel, Meethika Dwivedi, Shantanu Dhope and Kruthika, Sriram, Shayan Roy. Each of them have used Reels, among other features, to rise in popularity and hence the campaign creatives too feature Reels. The is a 360 degree campaign and will be visible on TV, digital, outdoors, and will have more experiential elements to it too. The films will air for 10 weeks starting today, as part of the current cricket season, and will be visible across India in 8 local languages. In India, the campaign has been visualized in partnership with DDB Mudra. Pallavi Chakravarti, Creative Head - DDB Mudra West, says, “Experimentation is the name of the game. Or at least it was, an hour ago. That’s how quickly the world is changing in the Instaverse. A platform where a storm of creation is constantly brewing, self-expression is being permanently redefined and identities are being shaped and reshaped with every passing day. Nothing is set in stone here, it is culture-in-progress. To bring this reality to life through a campaign, we decided to keep it real. Hence the articulation: We Are In The Making.” <div type="Youtube" id="xqp-ogSsh5s" title="We Are In The Making | Instagram" thumbUrl="https://i.ytimg.com/vi/xqp-ogSsh5s/mqdefault.jpg"></div> This campaign is the platform that builds over all the existing efforts from Instagram to engage with young people. Be it the launch of new features like Remix, or the launch of new programs like the new e-learning creator education (‘Born on Instagram’) program. Agency - DDB Mudra Creative: Rahul Mathew, Pallavi Chakravarti, Rahul Arcot, Mahima Mathur, Aditi Jadhav, Roy Sabastian, Manish Darji, Prasad Rao, Darshan Dhonde

Instagram launches its first brand campaign in India; encourages young people to explore their interests and find their voice

<ul><li>The game developer has introduced under-Age restrictions like OTP wall included to ensure guardians’ consent to play BGMI.</li><li>It has also launched anti-Addiction steps like capping of play time and daily spend limits.</li><li>The campaign is conceptualised by DDB Mudra. </li></ul><keyword id="12605098" type="General" weightage="20" keywordseo="krafton-inc-" source="Orion">KRAFTON, Inc.</keyword>, the South Korean video game developer is driving a ‘Game Responsibly’ campaign for BGMI (<keyword id="11197652" type="General" weightage="20" keywordseo="Battlegrounds-Mobile-India" source="Orion">BATTLEGROUNDS MOBILE INDIA</keyword>). Starting with a series of films, the campaign encourages gamers to take a pledge of taking care of themselves and their squad mates’ mental health as they take on the Battlegrounds. It promotes safer and <keyword id="12605099" type="General" weightage="20" keywordseo="responsible-gaming-habits" source="Orion">responsible gaming habits</keyword> and builds awareness amongst players to cultivate safer and healthy gaming habits. The <a href="https://www.youtube.com/watch?v=NP-uLAZo1yc" target="_blank">first film</a> which is out on YouTube addresses parents and tackles the core problem of continuous gaming in a light-hearted manner. The second film will encourage players to occasionally “look up” from the phone they’re always buried into. Overall, the films drive home the message of responsible gaming with BGMI’s safety features. These films reinforce the significance of the campaign, and will work with key gamers and partners to raise awareness. <div type="Youtube" id="NP-uLAZo1yc" title="Game Responsibly | BGMI | KRAFTON" thumbUrl="https://i.ytimg.com/vi/NP-uLAZo1yc/mqdefault.jpg"></div> One of the first games in the world to implement measures for the well being of its players, including steps to reduce game time, this initiative is primarily aimed at promoting better Game-Life Balance while enjoying the Battlegrounds. BATTLEGROUNDS launched with an array of efforts to make sure that while players have a fun time playing BGMI, they take adequate care of their physical and mental health, and parents are also equipped adequately with tools to impart healthy checks and balances while playing BGMI. “We care deeply for our gamers, hence we acted. These changes have been made to ensure responsible gaming practices are adopted by gaming enthusiasts; specially minors. It also asserts the integrity and fairness of our business practices of putting community first. Yes, we aim to offer the best entertainment and experiences to our gamers, but at the same time mental and physical health of our players remains one of our top priorities” said Mr. Wooyol Lim, Head of Battlegrounds Mobile Division at <keyword id="10155974" type="General" weightage="20" keywordseo="krafton" source="Orion">KRAFTON</keyword>. Speaking on the campaign, Vishnu Srivatsav, Creative Head - South, DDB Mudra said, “When it comes to a conversation on Responsible Gaming, there’s no real benefit in talking down. People don’t like to be preached to. So, we took a lighter, more relatable approach. And we brought everyone into the conversation: gamers, their families, and their friends. The films are unexpected and fun, but always human.” Building a Responsible Gaming culture in a country that loves video games is crucial. The campaign pivots on addressing the imbalance behind continuous gaming to bring balance to the game, and aims to raise awareness about building a responsible gaming culture for all gamers. Here are some important steps which exist within the game for parents to know, and understand. VIRTUAL WORLD WARNING MESSAGE: Just before the game starts, we have made sure that our players are aware of the virtual world they are entering. The in-game audio reinforces that this game exists in a virtual world and is not their real life. OTP AUTHENTICATION: Every player, below the age of 18, needs to register a parent or a guardian before they start play for the first time. An OTP will be sent to the registered person’s number, post which the minor is allowed to play the game. BREAKTIME REMINDERS: Some games can get intense and make players lose track of time. But with our timely breaktime reminders, we have made sure that our players get the required downtime. These reminders help them look up from their game and get back to real life, maintaining a healthy game-life balance. GAMEPLAY LIMITS: With a strict gameplay limit in place, we have made sure that players below 18 years do not indulge in gaming for more than 3 hours per day. This automatically helps them treat gaming as an activity performed in moderation. DAILY SPEND LIMITS: We have also set an in-game daily spend limit of Rs. 7000 that automatically stops them from overspending and overgaming. MODERATED GAME GRAPHICS: We have sensitised in-game graphics to inculcate a healthy and responsible gaming culture. We have reduced violence, bloodshed and set parameters that keep the language in check. Agency Credits: Creative: Rahul Mathew, Vishnu Srivatsav, Sooraj Pillai, Neha Sathe, Murugaiya Gokul, Sudhira Mendon Business: Shikha Davessar, Sheenu Gaur, Sanjana Chetan Strategy: Netra Ramachandran, Sukshita Singh

Krafton launches a new campaign for Battlegrounds Mobile India to promote responsible gaming habits

<ul><li>“Deadlines can wait. First, let me take care of my <keyword id="6354774" type="General" weightage="20" keywordseo="mental-health" source="Orion">mental health</keyword>!” said no advertising employee ever. In this industry, you are expected to be available 24*7 even though the job doesn’t require saving lives (I did ask around just to be sure).</li><li>With the impending third wave of coronavirus, it is exhausting to be creative, ‘ahead of the curve’ right now when every third person you know is positive.</li><li>We are all anxious and struggling to keep going but are scared to admit it. When you are in the business of ideas, it is a little more challenging to keep going.</li><li>So, we decided to check in with a few Creative Officers of Advertising agencies, who are expected to hold the whole family together.</li><li>They told us about their struggles, how they are finding the strength to keep going and shared a few tips on how we can deal with the impending wave from a both business and personal perspective.</li></ul>“Work-life balance? What’s that?” a 24-year-old copywriter, a friend, laughed when I asked him how is agency life is treating him and whether he has mastered the art of work-life balance in two years. I was almost embarrassed to have asked that question and realised that we have normalised inhuman working hours to an extent in which having a work-life balance is every agency employee’s pipe dream. I was going to ask him how he’s taking care of his mental health now that his mother has tested positive, but I decided to sit that one out. Well, let’s be realistic! Do advertising people have time to go to therapy or join a Zumba class or just be alone with their thoughts? People from the industry often say, some even with a generous dose of condescension, that ‘if you are not willing to be available 24*7 and clock at least 16 hours a day, you are not cut for the job.’ The person who does prioritize a personal task over work, is often frowned upon. With work from home, the stress levels, urgent deadlines, demanding clients and high pressure have all increased manifold. And when our country is preparing itself to face another possible wave of COVID-19 and its several mutations, it is becoming increasingly challenging for everyone to focus on work and continue leading normal lives inside our houses. Advertising agencies bear the additional responsibility of coming up with optimistic campaigns that drive change and raise awareness. Despite facing the blues of working in isolation and pressure to overperform in a dismal atmosphere, ad agencies are increasingly pushing their boundaries to come up with empathetic, change-making campaigns to help our country. These people in the business of ideas are expected to pitch new ideas almost every day. However, it is exhausting to be creative, ‘ahead of the curve’ right now when every third person you know is positive. Just when we started believing that life might be back to normal again, the universe took us back to square one. While one might argue that our medical industry does have better resources to support our citizens today than it did till last year, mentally, how can we find hope and do this all over again? How can we remind each other that this is temporary -- that holding on to hope is important more than ever before? Thankfully, there are a few optimists among us who are reminding us to keep it at and holding the whole family together. In the advertising ecosystem, it is the Creative Officers and their team members. Reminding us how there’s always light at the end of the tunnel, Titus Upputuru, Creative Head, Taproot Dentsu, Gurgaon and National Creative Director, Dentsu One took us back to our childhood days. He said, “In childhood, I remember the days when the electricity would go off and there were no back-ups or inverters, we children used to simply put candles in the darkness and make giant shadows on the walls with our hands. We would create barking dogs, flying eagles, and trunk raising elephants, all with our hands and sometimes feet. So to me, dark times are an opportunity to innovate. The dark homes helped us children to innovate and create magical things. If the lights hadn’t gone, maybe we were just watching Doordarshan.” Upputuru has seen a few of his loved ones lose their battle to the virus in the past two years. “The first time Covid happened, I became a little restless. I just knew that I wasn’t going to be chained; so I wrote songs, collaborated with artists, created content with Instagrammers. Second time was really trying. I lost three cousins and one uncle and aunt in a matter of 3 weeks and we were continuously attending funerals over zoom. Every week someone would disappear from those zoom calls and we were all wondering who will be next. It was quite heart-rending. I wrote ‘Lohe ke Gubbare’ (Balloons of Iron) about a little boy who was desperately seeking an iron ‘balloon’ for his dying mother at the hospital. So darker times push creativity in many ways,” he shared. Upputuru’s faith gave him hope and comfort to keep going. He also decided to spend his free time upskilling. “In current times, one can also upskill. Last year, I did a full digital course and learnt about digital marketing. The great thing was it was not just lectures – although there was a handsome measure of those – we also had to collaborate with teams across the world, across different streams and resolve real-time marketing issues on digital platforms. It was terribly exciting and it did keep me sufficiently occupied when the workload had become lesser due to the business impact. My go-to always has been to spend quiet time with God. I read Bible the first thing in the morning. There is so much wisdom and guidance that one can get on one’s knees. Also, I like to talk to God and have conversations. These conversations often help me to let go of things one can’t do much about. And yes, I do take care of my body with daily exercise. It’s important as the human body was meant to farm in the sun, hunt in the jungles, and fight as soldiers. But modern-day lifestyle, especially in current times, forces us to only sit or lie down," said Upputuru. After two years of living in the constant fear of catching a deadly virus, Garima Khandelwal, Chief Creative Officer, Mullen Lintas has learned to find comfort and joy in small wins. She said, “The pressure to be creative is a constant, while the scenario has been challenging, now for 2 years in the running. We all are coping with it every day, keeping the ball on the output, and for us a lot of what was taken for granted in how we worked or collaborated has changed forever. Yes, there are days that are low, but it’s all part of a day that comes to an end every day, and that is the thing to remember. With a “This too shall pass,” I look for small joys in everyday and cherish them. It’s okay to not be okay some days and days that are just about okay are okay too. What really comes into play is to deal with empathy. We had an unfortunate experience of being stuck at the Taj during 26/11. It was a tragedy the world knew about, but to live through it, and coming out luckily seemingly unhurt, it still played out for a long time after we got back home safe. I draw this parallel because for once we all are going through the exact same scenario, while some are dealing with more hardships than others. It’s not normal for anyone and it’s important therefore to be empathetic towards self and to others. My escape has been to go back to simpler times, a lot of things I remember my grandmother used to be busy with when I was growing up. With family, spending time in home improvement, all things I was always too busy for, I have found comfort in. Don’t worry about how and when things will go back to how it used to be but take each day as it comes. It’s all about living In the moment and honoring them with gratitude. Don’t hesitate in seeking help. We often underestimate the overwhelming nature of what we set out to do in a day, and we could do with a little help, just to understand better for ourselves how to deal with all of it.” DDB Mudra Group’s Chief Creative Officer, Rahul Mathew found a companion in his dog. “I don’t think there would be anyone who hasn’t struggled through these times. Over the past two Covid waves, the lucky ones have found antidotes to keep it together. My most potent antidote has been my dog. Having him around makes it easy to transition from high pressure to extreme joy. There’s also a practise I started many years back, to identify one optimist in your life (work or otherwise). And to have regular conversations with that person, especially when you feel your emotions sagging. Because as maligned as the word is today, being positive is the one thing we all need to be,” said Mathew. “In this business, there’s always pressure on the person to be creative. We’re only as good as the engagements, disruptions and unexpected work that we put out on a regular basis. The damage a pandemic does or did, is put pressure on the culture of creativity. It really tests how strong or weak the culture really is. A strong culture rearranges itself to protect its core of creativity and ones creating it. While a weaker one often succumbs to the pressures of the every day, by exposing its core to chaos and panic. It’s really a test of our belief in creativity as agency leaders. You’re only as strong as the people beside you. And I feel that’s the key to making it through the toughest of times. Both professionally and personally. We need to dig deeper into the connections we have with our people. And protect the ones who are core to what we do. Because it’s they, who in turn will keep us going,” added Mathew. Mukund Olety, Chief Creative Officer, VMLY&amp;R India said that the agency has hit a rhythm, working in a ‘come what may’ model. “Covid has tested our resilience. But creativity is a bug that flourishes in the toughest of conditions. If history is any guide, the most difficult periods have been followed by the most creative ones. The constraints have not just pushed brands to explore new mediums and create new kinds of work but also encouraged creatives to develop new ways of working. The initial few months were of course tough but now we have become well-versed in reacting and adapting to the changing situations. Creative folks thrive off each other’s energy. And it’s important to fuel that energy even while working remotely. Yes, now we are having more planned conversations than unplanned bumping into each other in the corridor ones – and sometimes those agenda-less corridor conversations can be super productive. We try and bring that same spontaneity even in virtual rooms. I encourage people to turn their cameras on during a brainstorm. It makes a difference and of course makes those long spells of silence more palatable. Every Friday, we have Fearless Friday sessions where all the creatives get together. It’s a platform to discuss and share whatever they like. And lastly, one important way to keep your team motivated and going is to genuinely empathize and care. It shows when you do. It reflects in the work,” said Olety. For an industry that is built around deadlines and deliverables, advertising people have found themselves at the intersection where moments of magic meet the point of serious stress, time and again. And as the country looks at the third wave of COVID-19, advertising folks advise you to listen, acknowledge and act upon what an individual may be going through in these trying times.

How to stay creative when you feel dejected: Advertising industry’s Creative Officers share some tips

<ul><li>Cadbury dropped a new ad last Friday and the internet went gaga over it. The ad went viral immediately and people still haven’t stopped talking about it.</li><li>Mondelez India and <keyword id="531122" type="General" weightage="20" keywordseo="ogilvy-india" source="Orion">Ogilvy India</keyword> gave reimagined one of their popular ads from the ’90s, Cadbury Cricket 1993, and reversed the gender roles to celebrate women athletes.</li><li>And the internet is loving the much-needed plot twist. The giant has reversed the advertisement and this time, a man performs a candid, adorable celebratory dance to cheer his friend/partner.</li><li>We speak to experts to find out why a recreated ad has worked so well and how does it reflect on changing gender narratives in the advertising and marketing industry.</li></ul>I remember watching Cadbury’s iconic Stadium ad in the 90s. It was so liberating to see a woman dance in front of a packed stadium, unabashedly. It is 2021 and we women are still told how to speak, sit and talk and in the 90s, when women barely had any good, non-domestic leading roles in ads, Ogilvy and Mondelez’s ad was revolutionary. She forgets all these filters that are ingrained in our minds and just takes to the stadium to celebrate her friend’s victory, completely carefree. She was breaking the barriers metaphorically to simply express her joy and be herself. It was way ahead of its time. When I first got to know that the old Cadbury Cricket ad has been recreated, I was a little scared, to be honest. It is too iconic to be messed with (watch any Bollywood songs from the 90s which have been recreated recently, the result is disastrous). But again, it is Ogilvy and Cadbury. If someone can recreate an old ad without losing its magic, it is them. I opened the link to the ad and my worries melted away in a second, as a Dairy Milk Silk bar does on a hot day. I felt like a 10-year-old again and at the same time, I was extremely delighted to see a woman cricketer. <div type="Article" hostid="261" msid="86284608" title="Cadbury Dairy Milk recreates its iconic stadium advertisement, with a wonderful twist" mstype="2" mssubtype="0"></div> This is the contemporary take that was long overdue. The film, conceptualized by Ogilvy India, for Mondelez India, shows a young woman cricketer scoring a winning boundary and her male friend running towards the field dancing with unabashed glee, celebrating her smashing performance, as the crowd cheers on. As he passes by the security team and the woman blushes, I had a huge smile on my face and goosebumps. This ad is definitely staying with me for a long, long time. The film ends with the powerful message of #GoodLuckGirls in recognition of today’s equal world where more women are breaking barriers and pursuing their dreams. And it is not just me. It has become a huge hit online and both millennials and GenZ haven’t stopped talking about it yet. Ogilvy India has beautifully retained the commercial’s soul by using the same background score by <keyword id="4457" type="General" weightage="20" keywordseo="shankar-mahadevan" source="Orion">Shankar Mahadevan</keyword> ‘Asli Swad Zindagi ka’ and keeping the dance unchoreographed. Internet users are, ergo, gushing about its nostalgia value and talking about how they have connected strongly with the ad like they did 28 years ago. Here are a few examples of how they reacted: <div type="twitter" handle="tahira_k" handlename="Tahira Kashyap Khurrana" image="http://pbs.twimg.com/profile_images/1313053660285345792/Fj8Kk_uF_normal.jpg" favoritecount="38" retweetcount="4" status="Love this🌈 https://t.co/8kukAes3ON" createdat="1631860372000" id="1438752798603046915"></div> <div type="twitter" handle="Rajyasree" handlename="Brown Sahiba" image="http://pbs.twimg.com/profile_images/1280013725617930240/lOqSTrkm_normal.jpg" favoritecount="3" retweetcount="1" status="The new Cadbury's dairy milk ad manages to be nostalgic and modern. Clever idea. Reinvent the wheel, but only sligh… https://t.co/WvP7KzddwR" createdat="1631854063000" id="1438726335984070656"></div> <div type="twitter" handle="beastoftraal" handlename="Karthik 🇮🇳" image="http://pbs.twimg.com/profile_images/1140493276316745734/WH-6N17h_normal.jpg" favoritecount="17137" retweetcount="4271" status="Oh wow!! Take a bow, Cadbury Dairy Milk and Ogilvy :) A simple, obvious twist that was long overdue, and staring ri… https://t.co/8rWdYMxf3L" createdat="1631853973000" id="1438725960354779143"></div> <div type="twitter" handle="bathamania" handlename="Vbatham" image="http://pbs.twimg.com/profile_images/1269631899523301381/0AQFq1lF_normal.jpg" favoritecount="0" retweetcount="0" status="@beastoftraal bang on. Brilliant gender reversal of the iconic Cadburys adv...instant reminder of my adolescent years" createdat="1631866588000" id="1438778870723796994"></div> Team Ogilvy was scared and excited to recreate this ad but they trusted the idea and stood up to the challenge. “It needed a brave client back in 1993 to go ahead with the original Cadbury Cricket film that became so popular. It needed an even braver client to attempt something with an iconic film and make magic out of it. I am delighted that the team at Mondelez India and at Ogilvy India has done this magic, made it relevant, exciting, and so Cadbury, in its bold and front foot fashion,” said <keyword id="6375200" type="General" weightage="20" keywordseo="piyush-pandey" source="Orion">Piyush Pandey</keyword>, Chairman of Global Creative &amp; Executive Chairman, India. Sukesh Nayak, Harshad Rajadhyaksha and Kainaz Karmakar, Chief Creative Officers, Ogilvy India said, “To recreate such a big hit is like setting yourself up for a million opinions. The only reason we went ahead was it felt right, and it felt awesome. We loved the idea from our gut. Luckily, so did the client.” We reached out to senior creative folks from the advertising industry to find out their opinion on this remake. Here’s what they had to say: <cmsannotation type="cmsannotation" annotationid="Russell Barrett, CCO &amp; CEO, BBH India and Publicis Worldwide India:" text="Russell Barrett, CCO &amp; CEO, BBH India and Publicis Worldwide India:">Russell Barrett, CCO &amp; CEO, BBH India and Publicis Worldwide India:</cmsannotation> Firstly, let me start by saying that the original Cadbury’s ad was not just a lovely ad for its time, but the sheer infectious joy that ad captured ensured it also travelled well. Even through time. It was at that time already an ad that promoted a strong, confident female narrative. But remaking an old classic does not immediately guarantee that the remake will be successful. Many ads have been remade over the years and have not managed to gain this kind of traction. The ads detractors (yes, there are a few) feel it has been opportunistic, however, I believe that it has made a culturally relevant point at a time where we are seeing the emergence of a strong social narrative. Timing is eventually everything and the timing of this ad couldn’t have been better than today. Especially after the brilliant showing of our female athletes in Tokyo and of course at the onset of the women’s teams tour of Australia. <cmsannotation type="cmsannotation" annotationid="Rahul Mathew, Chief Creative Officer, DDB Mudra Group:" text="Rahul Mathew, Chief Creative Officer, DDB Mudra Group:">Rahul Mathew, Chief Creative Officer, DDB Mudra Group:</cmsannotation> Advertising’s relationship with the Cadbury girl goes way beyond the brand itself. We’ve shamelessly borrowed her for countless manifestoes, avs, references and moodboards to represent carefreeness or unbridled joy. Because in that inimitable jig, all of us saw a bold girl who crossed more than just the boundary rope. Today, that same jig has been used to salute our bold girls in blue. I’ve always believed that the true power of advertising lies in being able to have conversations with society. The girl did it then and the boy is doing it now. <cmsannotation type="cmsannotation" annotationid="Mukund Olety- Chief Creative Officer, VMLY&amp;R India:" text="Mukund Olety- Chief Creative Officer, VMLY&amp;R India:">Mukund Olety- Chief Creative Officer, VMLY&amp;R India:</cmsannotation> The original was the reason behind a lot of people joining advertising. It truly defined a generation. What an iconic it was! And to recreate this classic required some guts, conviction and brave clients. And thank God for that. Hitting straight out of the park, this recreated classic turns gender roles over its head and defines the new generation. As a standalone, it’s a lively ad with a clear message. It’s charming and memorable. Add a sprinkle of nostalgia for goosebumps. I really hope the ad industry does not jump on to the remaking bandwagon. Like Bollywood. The first couple of times, it’s fun but when you overdo it, it gets to you. The changing narrative around gender reflects the changing society and mindset. And I am glad more and more brands are saying the right things, even in their mainstream communication and not just as a one-off or an awards piece. <cmsannotation type="cmsannotation" annotationid="Ramanuj Shastry, Director and Co-founder, Infectious Advertising:" text="Ramanuj Shastry, Director and Co-founder, Infectious Advertising:">Ramanuj Shastry, Director and Co-founder, Infectious Advertising:</cmsannotation> Nostalgia is a powerful feeling and the new Cadbury’s Dairy Milk ad inspires that among the 45+ crowd who watched the original some 27 years back. Refreshing the ad by flipping the genders of the protagonists is a smart move. The ad confirms to the changing gender stereotypes in the A&amp;M Industry.

Here’s what experts have to say about Cadbury Dairy Milk’s latest ad that has taken the internet by storm

<ul><li>After seeing a few lean months and IPL around the corner, experts are hoping to see their businesses bounce back to normalcy and get on-track to their revenue goals.</li><li>However, due to the restriction on production and limited budgets, the storytelling will not be the same this year. </li><li>So we speak to a few <keyword id="1015861" type="PERSON" weightage="20" keywordseo="advertising-agencies">advertising agencies</keyword> to figure out how they are gearing up for IPL’s season 13 this time and how brands should win consumer’s trust this time after a long-dry-spell.</li></ul>A stadium full of people, the audience cheering for the team or its captain and the theme song goes off in the background -- a standard format that was followed for <keyword id="6354831" type="UNKNOWN" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> ads since its inception. Over the years, we have also seen some ads that were shot remotely, to capture how IPL unites families. All these ads have tried to capture the consumer frenzy around IPL. In fact, its campaign in 2011 called ‘Bharat Bandh’ represented how the entire country shuts down just to watch the tournament. IPL has been a treat for the eyes, not just for the sport, but for the array of wonderful ads that it brings with it too. However, this year is not the same as the past 12 seasons of IPL and the storytelling will have to be tailored according to the current situation. Advertising agencies will have to shoot the ads with minimum crew or come up with creative solutions to make an IPL-benchmark ad remotely within a limited budget that entertains people as it always has. Consumers are now looking for an escape more than ever before, something that breaks the monotony of their routine. However, the campaigns will also have to be sensitive because the lockdown might be lifted, but the pandemic is not over yet. What is otherwise celebrated as a gala with a stadium full of spectators, this time, will be viewed mostly on digital platforms. At the same time, after seeing a few lean months, experts are also hoping to see their businesses bounce back to normalcy and get on-track to their revenue goals after IPL. So, there is a lot of hope resting on IPL from all sides -- brands, agency networks and consumers. We spoke to experts to see how they are going to navigate these challenges in the new normal and maintain the level of creativity of the old-normal. Production challenges <keyword id="4176392" type="PERSON" weightage="20" keywordseo="IPL-ads">IPL ads</keyword> are known for their creativity and large-scale production. With limited budget and production scope, how different will this year be? Tarun Rai, Chairman and Group CEO, Wunderman Thompson, South Asia said that creativity always finds its way. Rai said, “Production is back and we have found ways of ensuring that we deliver the same quality as before the crisis. I do not, therefore, believe that there will be any compromise in the quality of the advertising. We are a creative industry and have found creative ways to execute even large-scale productions. They may have been supervised remotely but we ensured that quality didn't suffer.” During the lockdown, agencies turned to their employees or family to shoot footage for their advertisements. We are past that stage now. However, Rahul Mathew, Chief Creative Officer, DDB Mudra Group said that budget restrictions affected industry’s output, not just the production limitations. He explained, “We seemed to have moved ahead from the phone camera films, as film production has started to find its feet again. But it comes with rules, regulations and anxieties that we will need to learn to work with, and not just for IPL. As for quality, we may not be at our best as an industry, this time around. And not all of it would have to do with the shooting and production limitations. Clients would be mindful of how much they spend and budgets will have a bigger say in who you work with or how elaborate your executions will be. Also, there wasn’t much prep time for this IPL. So all of this may start to show in the work.” Referring to Nike’s latest ad, Nisha Singhania- Director &amp; Co-Founder, Infectious Advertising, on the other hand, believes that ‘nothing can stop’ the industry from doing what they do best. Creativity will remain unaffected. She said, “Advertising is getting back on its feet and shoots are happening as we speak. So no reason for any compromises whatsoever, in fact, if anything one has learnt during the lockdown is that more the restrictions, more people think out of the box and innovate. Case in point the Nike ‘You Can’t Stop Us’ ad which was an editing marvel. While the quantity may go down, as brands may want to optimise, no reason for the quality to reduce.” Mitesh Kothari, Co-Founder, White Rivers Media says a few ads were shot even before COVID-19’s sword started dangling on our heads. Kothari said, “A lot of ads were shot pre-covid period and were ready. In fact, I believe it will be a welcome change, where people have been used to seeing a lot of low production ads off lately, and with IPL being rescheduled, some precovid, big budget ads would be on, on tv and digital. Also, with a lot of things on an 'unlock' mode, the production budgets are returning to mid size and quality ain’t being compromised.” While some on the other hand, are turning to animation or UGC content. “Since the pandemic, we have seen ads being shot on mobile phones and even remotely via zoom. While advertisers are looking at newer and more creative storytelling devices, there has not been a big dent in quality. However, the experience is likely to be different from what we have been used to in the past as more and more brands will lean towards animation or sourced footage either via stock or user generated content backed by stronger scripts and compelling voice overs,” said Premkumar Iyer, Vice President, National Operations, Gozoop. IPL holds the burden of shifting the first-half of the year on its head Experts are hoping that consumer sentiment will improve once IPL begins and sales will follow. It is also supposed to bring the advertising industry back on track and end the dry spell. “We’ve been starved of sport and are still starving for cricket. So I expect this IPL to be gathering some serious eyeballs. And that’s reason enough for a lot of advertisers to be there,” said Mathew. Telling us why IPL is the most important event for brands this time, Gozoop’s Iyer said, “As per a report, Star will be charging Rs 8 to 10 lakh for a 10-second ad in the upcoming IPL season, It also has to be noted that Star has previously charged brands Rs 25 lakh for 10-second slots during the India vs Pakistan ICC World Cup match and between Rs 16 to 18 lakh for other World Cup matches. In comparison, the IPL ad charges are still reasonable although the rates are among the costliest for a programme in the country. This is where the opportunity lies. For brands, the IPL is a massive event and has real potential to improve the market situation, add to it the fact that it is just before festive season means that brands are likely to take the plunge to make one last and final sales push in order to end the year on a better note.” Due to reasonable rates and desire to latch onto the first opportunity to reach consumers on a large scale, experts are hoping to see the numbers of ads also going up this time. “We might see more ads during the IPL this year. There have been few opportunities for brands to talk to their consumers for the past few months and IPL is such a huge property. Advertisers realise that they need to capture all the pent-up consumer demand and with the IPL scheduled just before the start of the festive season in India the timing is even more opportune,” said Rai. IPL is also coinciding with festive season, two big mood changers, which will bring in more money and ads from brands. “Because of certain price benefits there shall be a flurry of ads. Also, the fact that IPL is coinciding with festive, brands have all the more reasons to spend. IPL is indeed going to be a big mood-lifter and hopefully shall generate a lot of consumer sentiment upshift,” said Kothari. Guidelines to follow for ads to win consumer’s trust All experts we spoke to said that IPL will shift the consumer sentiment in brands’ favour but the macro factors haven’t changed at all. They have worsened. So, creators will have to try extra hard to win consumer’s trust and not turn a blind eye towards the status quo. Telling us what the advertisers should keep in mind while working on IPL campaigns, Kothari said, “While the fundamentals of marketing remain, one has to understand the fundamentals of marketing layered with covid effects. Brands cannot cease to be empathetic. Since IPL is the first big event lined up for Indian consumers after a silence of 6 months, brands must try every single effort to upshift the mood. The fact that a lot of consumer segments and categories of brands had gone in slumber, a lot more are going to come back with IPL. Hence, brands must take into account the festive &amp; IPL clutter in their creative campaigns and media plans.” Mathew highlighted how brands might want to talk about how the whole world is behaving in the same manner now and breaking the clutter will be a task this time. He explained, “Creativity feeds off experiences. And because people have different experiences and influences, you tend to see varied and unique expressions of creativity. But this time around a lot of us have gone through the same experiences; we’ve felt the same and behaved the same way. So it will be very tempting for brands to play off that and end in the sea of sameness. That’s going to be the biggest challenge for brands this year – to find something that’s insightful and not merely a truism from the times we live in. And, of course, be entertaining as far as possible. We could all do with as many reasons to smile.” Singhania, on the other hand, said that IPL should continue to be the mood-shifter that it is and offer a much-needed break to consumers. “IPL ads have always been extremely entertaining, and that needs to continue. Even more so in times like this, since people are bored and looking for an escape. While in many categories, people need to be sensitive about the current context, I don’t think that is needed for the IPL. The campaigns have always been light-hearted, and any change in that tonality might just dilute the fun quotient,” said Singhania.

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