Ad land’s Young Guns: Muddassar Memon, iProspect India
No one can define the word ‘Creative’ the way Muddassar Memon does. Starting his career as a content writer in iProspect, his desire to explore and try new options has gone a long way in making him the Associate Vice President of the Creative Division of iProspect. Heading a team of over 30+ creative minds across design, content, social, and tech teams, he is the prime person who streamlines creative process, manages deliveries and comes up with new ideas and innovations. Under his leadership and vision, iProspect has won more than 60 awards in the ad-industry for various campaigns for clients such as Remit2India, ICICI Lombard, HDFC Bank, HDFC Life, Cleartrip, DSP BlackRock MF, Koovs, Reliance General Insurance, Metro Shoes, Big Bazaar, AEGON Religare General Insurance, ICICI Bank, Axis Bank, and many more.
Endorsing the ideology of offering creatives as per intent and psyche rather than adapting the mainline creatives into the digital space, Memon is a true industry maverick who has redefined the creative process of digital advertising. Having completed the Route 500 Program at iProspect, he plans to bring in new innovations to the creative process and deliveries.
What does it takes to climb up the ladder in advertising? Here’s Muddassar Memon in his own words...
How did you get into the role you are serving?
I started as a content writer in the digital marketing world. As and when opportunities presented themselves, I completed different projects successfully. Constant innovation and zeal to do different projects have worked a long way in helping me become who I am today.
What particular skill sets do you think you bring to the table?
Of all the skill sets that I have acquired from my academic background and years spent in the industry, the greatest of all is salesmanship. It is not an innate art, you learn to sell stuff with practice – be it retail goods or concepts.
One campaign that you have worked on that you are particularly proud of? Please take us through the making of the campaign.
Well, I’m quite fond of technology and always wanted to merge creativity with technology. I got the opportunity to do it with Franklin Templeton. In order to optimize the spends for promotions, we designed a script that synced bid prices with those of the stock market indices. Depending on the market conditions, the ads varied, urging investors to invest or otherwise. This innovation led to 64 per cent increase in the number of investments while increasing the conversion rate by 121 per cent.
While working on the creatives how do you prepare yourself? What goes on in your mind?
Creativity is about connecting things together, your creatives need to convey the right message to the right audience, be it selling the product or creating awareness about it. At iProspect India, I always urge the entire team to put ideas on the table, irrespective of the background or department they are coming from. This practice has helped us design some of the best award-winning creatives.
Icons in advertising you look up to and how they have influenced you and your work?
From the day I joined iProspect India, I was always impressed by Vivek Bhargava – our then CEO. His ability of doing ‘juggad’, coming up with a solution that works best, has always influenced my works. Even today if you look at our creatives, you will find them simple, but the impact they have is enormous. When it comes to creatives, I always look up to Piyush Pandey. I admire his simplicity and ease of conveying a message. These figures have influenced my creativity and operations’ efficiency.
What are the five most productive things that you do in your everyday routine?
- I start my day with a jog around Carter Road, it refreshes me. I have been doing it since college.
- I listen to the news while driving to work, it gives me an update on what is happening, and helps in brainstorming sessions.
- On reaching the office, I start the day with a team huddle. You may call it a standard practice, but I call it the morning dose; it has helped my team and me deliver the best of creatives before deadlines.
- I have a filling lunch. It doesn’t add to my weight, but it helps me perform consistently during the other half of the day when creative requests pile up.
- I end my day with meditation and a simple prayer thanking God for everything
Do you think a career in advertising is a viable one in the long term?
Advertising is a dynamic industry, so you need to be on your toes. You need to update yourself constantly with new practices and changing trends. Therefore, if you are a dynamic person, the advertising is the industry for you. Additionally, there are several perks and accolades, along with a chance to expand your social circle and influence when you come to advertising.
What does it take to succeed in a career like advertising?
Patience and consistency are two things that will help you survive in the advertising space, whether you are a copy writer or a creative director. People skills and smartness will take you places.
What would be your advice to youngsters planning to enter this industry?
Advertising is for the brave ones who do not wish to be trapped in a typical 9 am to 5 pm job. If you want to create an identity for yourself, work hard, and party harder, then advertising is the right industry for you.
Where do you see yourself in five years’ time?
Five years older, wiser, and more creative than I am today.
Is there any agency/ organisation that you would like to work with in the future?
Like I said, the advertising industry is a dynamic one – I leave my future to the opportunities that come ahead.