Driving high impact creativity by Ajai Jhala
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Presentation on Driving high impact creativity by Mr. Ajai Jhala - BBDO at the 7th DMA India Annual Conference on 3rd May at the Leela Ambience, Gurugram.
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Driving high impact creativity by Ajai Jhala
- 2. “EVERYBODY HAS A PLAN, UNTIL THEY GET PUNCHED IN THE MOUTH” MIKE TYSON
- 6. CONTENT IS KING CONTEXT IS KING KONG 1. BBDO
- 8. A POINT OF VIEW MATTERS MORE THAN A POINT OF DIFFERENTIATION 2. BBDO
- 10. TO REMOVING THE CULTURAL STAIN OF GENDER INEQUALITY
- 17. NOT JUST INSIGHTS, IT’S HOW YOU INCITE 4. BBDO
- 28. 7 LEARNING S BBDO Content is King. Context is King Kong A point of view matters more than a point of differentiation Think inside the box Empathy is universal currency Not just insights, it’s how you incite From condition to conditioning Create Acts, Not Ads
Editor's Notes
- Ariel #ShareTheLoad (Integrated Case Study)
- Ariel - Dads #ShareTheLoad (Integrated Case Study)
- We all have heard about the “content” Everything is “content” these days Content strategies are built for every brand and campaign. Content is the king today. But there is so much content out there. on TV, radio, newspapers, newsfeeds about our brands. Not just that our content competes with all the news, content put out there by social media content creators and a whole lot more. What makes us stop and look, listen, watch, share, talk about some content Vs others? In other words what makes some content matter to us Vs the sea of others? For this we need to look at people. Understand what matters to them. Fundamentally people care about whats happening in their lives, their towns, cities and villages. They care about things that move them forward in life, in thought, in relationships, maybe even entertain them. These are the things that matter to them more than how well a detergent washes clothes, or a soap or cream that cares for your skin. These are contexts that matter to them. Content that is born out of a context that matters to people is what gets their attention. That’s why, if content is king. Context is king kong – something our chairman and chief creative officer – Josy Paul has famously said. This is an important thing we look for when solving for a problem for brand.
- We’ve all learnt through Al rise and Kotler’s books the importance of being differentiated and having a clear positioning to occupy a space in the mind of our consumer. But recent studies have shown that people don’t care about brands. Byron Sharp in his book How brands grow says that 89% of brand users don’t think their brand is different from competitors In this context, how does a brand stand out, how do you differentiate yourself? You do this by not focusing on differentiation – attributes, features, etc., but distinctiveness born out of a PoV – a brand’s PoV on a context that is important to them where its attributes, features play a role. Eg: #ThingsDontJudge for Ebay was a PoV to make its 10 crore things matter #ShareTheLoad by Ariel was a PoV to make a washing machine detergent matter. People may agree or disagree with you on your PoV, but they will remember you for that and the feeling / emotion you left them with.
- Humans are called rational beings And we all believe that in our communication we need to supply clearly a logical reason (RTB, Benefits, etc) to help trigger a decision that is favourable to our brands. But neuroscience has shown that this isn’t true. A few years ago, neuroscientist Antonio Damasio made a groundbreaking discovery. He studied people with damage in the part of the brain where emotions are generated. He found that they seemed normal, except that they were not able to feel emotions. But they all had something peculiar in common: they couldn’t make decisions. They could describe what they should be doing in logical terms, yet they found it very difficult to make even simple decisions, such as what to eat. Many decisions have pros and cons on both sides—shall I have the chicken or the turkey? With no rational way to decide, these test subjects were unable to arrive at a decision. So at the point of decision, emotions are very important for choosing. In fact even with what we believe are logical decisions, the very point of choice is arguably always based on emotion. So humans are not really rational beings, we are rationalizers. So when our PoV makes their brain feel – excitement, love, cry, laughter, surprise… they remember us, and importantly they act on it with a decision to buys our brands.
- Ariel #ShareTheLoad – Integrated Case Board
- Ariel Dads #ShareTheLoad – Integrated Case Board
- Primates, humans and some other mamals like elephants and dolphins have empathy. We have the ability to connect with what others are feeling. We have mirror neurons that help us do this. We can feel the loss of a mother. We can feel the joy of a captain when he wins the cup. Great communication wraps itself in a context that matters, presents a brand PoV that is emotional through content that you can related with and feel at a deeper level.
- Humans are called rational beings And we all believe that in our communication we need to supply clearly a logical reason (RTB, Benefits, etc) to help trigger a decision that is favourable to our brands. But neuroscience has shown that this isn’t true. A few years ago, neuroscientist Antonio Damasio made a groundbreaking discovery. He studied people with damage in the part of the brain where emotions are generated. He found that they seemed normal, except that they were not able to feel emotions. But they all had something peculiar in common: they couldn’t make decisions. They could describe what they should be doing in logical terms, yet they found it very difficult to make even simple decisions, such as what to eat. Many decisions have pros and cons on both sides—shall I have the chicken or the turkey? With no rational way to decide, these test subjects were unable to arrive at a decision. So at the point of decision, emotions are very important for choosing. In fact even with what we believe are logical decisions, the very point of choice is arguably always based on emotion. So humans are not really rational beings, we are rationalizers. So when our PoV makes their brain feel – excitement, love, cry, laughter, surprise… they remember us, and importantly they act on it with a decision to buys our brands.
- Humans are called rational beings And we all believe that in our communication we need to supply clearly a logical reason (RTB, Benefits, etc) to help trigger a decision that is favourable to our brands. But neuroscience has shown that this isn’t true. A few years ago, neuroscientist Antonio Damasio made a groundbreaking discovery. He studied people with damage in the part of the brain where emotions are generated. He found that they seemed normal, except that they were not able to feel emotions. But they all had something peculiar in common: they couldn’t make decisions. They could describe what they should be doing in logical terms, yet they found it very difficult to make even simple decisions, such as what to eat. Many decisions have pros and cons on both sides—shall I have the chicken or the turkey? With no rational way to decide, these test subjects were unable to arrive at a decision. So at the point of decision, emotions are very important for choosing. In fact even with what we believe are logical decisions, the very point of choice is arguably always based on emotion. So humans are not really rational beings, we are rationalizers. So when our PoV makes their brain feel – excitement, love, cry, laughter, surprise… they remember us, and importantly they act on it with a decision to buys our brands.
- Ariel - #ShareTheLoad (film)
- Ariel - Dads #ShareTheLoad (film)
- Humans are called rational beings And we all believe that in our communication we need to supply clearly a logical reason (RTB, Benefits, etc) to help trigger a decision that is favourable to our brands. But neuroscience has shown that this isn’t true. A few years ago, neuroscientist Antonio Damasio made a groundbreaking discovery. He studied people with damage in the part of the brain where emotions are generated. He found that they seemed normal, except that they were not able to feel emotions. But they all had something peculiar in common: they couldn’t make decisions. They could describe what they should be doing in logical terms, yet they found it very difficult to make even simple decisions, such as what to eat. Many decisions have pros and cons on both sides—shall I have the chicken or the turkey? With no rational way to decide, these test subjects were unable to arrive at a decision. So at the point of decision, emotions are very important for choosing. In fact even with what we believe are logical decisions, the very point of choice is arguably always based on emotion. So humans are not really rational beings, we are rationalizers. So when our PoV makes their brain feel – excitement, love, cry, laughter, surprise… they remember us, and importantly they act on it with a decision to buys our brands.