Ciao'14 | The rise of branded content was the game changer, Josy Paul

Creativity is the key to success in the ad-world today…and being awarded for the same is like an icing on the cake… Josy Paul who set up BBDO in India from the backseat of his car in 2008, is among the top ten most influential people in Indian advertising, according to the nationwide survey conducted by the Economic Times in 2012 and last year was named the 'Creative Person of the Year' - for India and South Asia.

A strong believer of the fact that India needs more 'acts not ads', he came up with ideas like Gillette's 'Women Against Lazy Stubble' which has won several international awards like Cannes Lions including the Black Lion for 'creative effectiveness' – the only one in Asia.

Having closely witnessing the ad-world for so long, we were quite sure that Josy would have an interesting insight to wrap the year gone by, hence Adgully caught up with Josy Paul, Chairman & Chief Creative Officer, BBDO who believes in 'Think like the navy, deliver like the pirates.'

Adgully: It’s time to welcome the New Year and bid adieu 2014, how have you planned to welcome 2015, both personally and professionally?
Josy Paul:
It's been an awesome year, and we want to thank everyone who made it great. We'll be holding a spiritual party to welcome 2015 into our ashram. I also plan to spend quality time with friends and family in Ooty, Coonoor and Bangalore.

Adgully: What was the biggest clutter-breaking step in the ad-world that you witnessed in the year gone by?
Josy Paul:
There have been a lot of small steps in the right direction. The rise of branded content is one of the best things that happened this year. Also, the power of advertising to question and break stereotypes and mirror the changing role of women, that's a big step.

Adgully: What would be your strategy for luring the new ‘evolved consumer’ this year?
Josy Paul:
The one word strategy for me and our team is 'authentic'. Whatever we do, we'll keep it authentic. That's the only filter. Don't fake, don't posture, don't bull shit, and don’t be overly influenced by advertising of the past. You've got to be here, now and true.

Adgully: BBDO has been on an aggressive growth path what is the plan for 2015?
Josy Paul:
We've won size-able big-revenue businesses in 2014. Going forward the plan is to work with young technology entrepreneurs and innovators, and help local players who have big dreams.

Adgully: If given a chance to look back in 2014 and identify the best digital and creative campaigns, what would come to your mind?
Josy Paul:
Here are some gems of 2014 that touched the nation's chord and created conversation and news for their brands: Havells 'Respect for Women' campaign, Idea campaign – no ullu banawing, Kan Khajura Tesan, Modi Campaign - Ab ki baar…, Fortune Oil – dadi, KBC - Hindu–Muslim, Airtel – Working couple, Whisper 'Touch the Pickle' and HP 'Bend The Rules'.

Adgully: What made you choose the above mentioned names?
Josy Paul:
The list above is based on the idea's ability to create great engagement, participation and conversation even as it communicates the brand's unique offering - benefit, promise and action.

The Whisper 'Touch the Pickle' movement – an integrated action oriented idea that used PR and digital at the center of the movement along with radio, activation, TV vignettes and crowd sourced videos. The idea sparked a huge conversation, created news content, and helped transformed the brand.  Also the work for HP Bend the Rules. Which we believe has been transformational for the brand.

Adgully: If given a chance to work on some of the campaigns, apart from BBDO’s bouquet, what would those be?

Josy Paul: We are interested and excited to work with any brand or advertiser who is interested in building relationship with the fast evolving Indian consumer by breaking stereotypes and contributing to a larger social play | By: Aanchal Kohli | Twitter:@aanchalkohli

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