Exclusive | On winning the race: In conversation with M&C Saatchi-I's Rakhshin Patel

On Oct 16th 2012, the DMA International ECHO Awards competition awarded India with a Bronze ECHO, in the category of Direct Mailing for Insurance, for M&C SAATCHI-I’s entry ‘Saptapadi’ on behalf of Birla Sun Life Insurance. This is the agency’s second win at the DMA International ECHO Awards in 2 years! In 2011, M&C SAATCHI-i had won a Silver ECHO, in the same category of Direct Mailing for Insurance, for its entry ‘Annaprasan’ on behalf of Birla Sun Life Insurance.

In conversation with Adgully, Rakhshin Patel, Partner, M&C SAATCHI-I spoke about the thought, the challenges and much more that went in to winning this award the second time. 

Adgully: You and your team’s thought on being a winner at Echo award.

Rakhshin: The Echo Award is the most coveted award amongst Direct Marketing professionals. Winning an Echo signifies that our strategic and creative team are among the best in the world. Winning it two years in a row, demonstrates our commitment to producing excellent creative that helps our clients win not just in the market place, but also on the world stage.

Adgully: What were the challenges that you faced to be one of the winners?

Rakshnin: The competition is intense and the judging is brutal. Only 7 gold metals were awarded across categories. Also, you are competing against big global Financial brands with huge budgets. Your work has to be truly outstanding and differentiated to stand a chance to go through 3 tough judging rounds that judge strategy, creative and results.

Adgully: What was the one thing that stood out different and made you win this?

Rakshnin: Though we will never know what happened behind the closed judging doors, we think that the simplicity of the idea, rooted in our cultural ethos, may have been instrumental in our win.

Adgully: with this award adding in your kitty, what strategies and plans do you have for coming future?

Rakshnin: Awards are like the icing on the cake. Our fundamentals remain the same: focus on work that is based on our philosophy of Brutal Simplicity of Thought resulting in demonstrable returns on our clients’ investments.

Adgully: What have been the two key learnings being a part of echo awards?

Rakshnin: Truly great ideas transcend boundaries. Though the winning pieces were deeply rooted in traditional Indian culture, the simplicity of the idea was understood by a non Indian jury. Simplicity works! | By Aanchal Kohli [aanchal@adgully.com]