MAM

Creativity is connecting the dots in new ways: Tobaccowalla

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/08/16/GOA-Fest-Story_0.jpg?itok=FKihKdEN

VARCA, GOA: For Vivaki chief strategy and innovation officer Rishad Tobaccowalla, the ad world is all about creativity. Be it sound, be it picture, be it word or video. Mobility and connectivity have only added new dimensions. But everything evolves around storytelling, that great piece of art that communicates and inspires.

Speaking at the knowledge seminar at Goafest 2012, Tobaccowalla presented his views on where the future of creativity lies.

To begin with, he presented the three definitions of creativity. The first definition says that creativity is not copying (chef Ferran Adria from Portugal). This implies that originality becomes creativity and duplication has no place in it.

The second definition of creativity says that creativity is copying in new ways. In other words, you may use an inspiration, but not copy verbatim.

The third and final definition by the late Steve Jobs describes creativity as the connecting of dots. This means that the elements are all out there and only need to be seen as a cohesive unit to produce creativity.

"Borrowing from the three definitions, I have come up with one of my own. I believe creativity is connecting the dots in new ways that resonate," said Tobaccowalla. To foster creativity, one needs to seek new ways of connecting the elements in a way that the final product is in sync with the TG."

Ideas arevery important for creativity. What is also important is that the idea should be used in combination with the connecting dots to make creativity truly effective. It needs to resonate with people, the culture and the brand to make an impact. It is no longer the case of creativity for the sake of creativity.

Moving on to where the future of creativity lies, Tobaccowalla said that the three new dots would be added to the mix. The first of these is participation. A marketer may launch a print campaign but through the participation of the audience it may be blogged or tweeted about. In other words, everything targeted towards the audience can potentially be adjusted by people.

The second is mobility. Mobility does not specifically refer to mobile as a medium, but a mobile medium. "A consumer may see a print ad on the move, but the medium doesn’t decide where he/she is. When I say mobile medium, I mean a medium that moves according to the consumer and targets him/her specifically," explained Tobaccowalla.

The third and last dot refers to getting connected. This means that every piece of the story can and will be connected to other pieces of stories to engage and reach out to the consumer. Giving example of this phenomenon, Tobaccowalla recounted an exercise carried out by Vicks in the United States. The brand had the license for a new kind of thermometer which has to be put in contact with the ear rather than the mouth. The product was targeted at mothers of infants who were scared that the child may bite into the thermometer.

Vicks monitored the Google searches about flu in the area after realising that there is a 100 per cent co-relation between search on flu and the outbreak of flu in that particular region. Once they had identified the TG, they sent messages to the mothers stating the availability of the thermometers in a five mile radius. Within two weeks, the outlets in the targeted area were sold out on the thermometers.

"In the future too, this sort of connectedness will define creativity. In my opinion, very soon creativity will involve connecting these seven dots on various combinations as per the brand’s requirement," averred Tobaccowalla.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/amazon.jpg?itok=SP1ttU6t
Amazon says out with the old in Great Indian Sale ads

MUMBAI: E-commerce giant Amazon has launched its new campaign ‘Ab Sehan Kyun Karna’ in tandem with its first Great Indian Sale for 2018. The message to the customers is to do away with the old and usher in the new for the new year. The campaign features a series of ads on various situations in...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/rajiv.jpg?itok=gbuyOtMO
WATConsult celebrates 11 yrs with unique board game

MUMBAI: WATConsult, the digital and social media agency from Dentsu Aegis Network, has launched PlayAgency, an innovative board-game, as part of its 11th anniversary celebration. To break the monotony of regular anniversary campaigns, the agency came up with something unique which caters to all...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/15/arpila.jpg?itok=Ea7gQg73
Dentsu Webchutney launches digital campaigns for Vespa Red and Aprilia

Dentsu Webchutney has created a digital campaign for Piaggio India’s trendsetting Vespa Red that was launched the month of October last year. It is an extension of its existing global collaboration with Red, an organisation that partners with global brands to create awareness and support the fight...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/15/mentos.jpg?itok=_nB6UHxV
Perfetti Van Melle hands over media duties to Wavemaker

Perfetti Van Melle India has handed over its media duties account to GroupM’s content and technology agency Wavemaker.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/15/rising.jpg?itok=wfrpl5-l
The rising trend of coopetition among brands

MUMBAI: Who would have thought that companies would overcome their ego and actually collaborate with other brands to come up with joint advertisements? That is the new trend in the market-coopetition (a combination of cooperative and competition).

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/15/data_0.jpg?itok=yBEtz1zT
Udacity launches campaign for #JobsofTomorrow

MUMBAI: Silicon Valley-based learning platform Udacity has launched its first Indian campaign in order to promote its superlative Nanodegree programs and enable Indian engineers and tech enthusiasts to become ready for the #JobsofTomorrow.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/15/us_0.jpg?itok=udLF4Qam
US Polo launches campaign for kids category

MUMBAI: US Polo Assn has launched its new TVC that aims to highlight one of its true elements — camaraderie. Camaraderie is typically displayed between players, but the brand shows a special bond between a boy and his polo pony. The TVC opens with a young boy, who is thrilled to be introduced to...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/15/CEAT.jpg?itok=33xGN1bh
CEAT gets children to ensure parents follow road safety

MUMBAI: Indian tyre manufacturer CEAT is airing a special social media campaign to build awareness to reduce road accidents as part of the road safety week 2018, i.e., 11-17 January 2018. The campaign, ‘drive safe dad’ originates from an innovative idea that blends emotions and technology in one...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/12/online.jpg?itok=97JbY_PF
India ad spend to grow by 12.5% in 2018: DAN report

The advertising spend in India is expected to grow by 12.5 per cent in 2018 from 9.6 per cent last year, according to Dentsu Aegis Network's latest ad spend report.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories