India: A rising creative power, says Prateek Sethi

The days of creative professionals looking for and adhering to traditional jobs had gone by. With the proliferation of industries such as the creative outsourcing industry, creative professionals now have a plethora of options available in front of them, for career progression, portfolio building, skill development, connecting with global clients, and building a substantial network. The visual creative communication industry in India is contributing to the GDP of India by 2.5%, with an overall market size of $36.2 billion in approx. It has garnered around $121 billion in terms of exports in the year 2019, further reinforcing the position of India as a creative powerhouse.

Creative Outsourcing refers to the process of outsourcing an organization’s creative processes or tasks to a third party. There are several advantages of creative outsourcing which include employment generation, growth of the overall creative industry, building flexible teams, globalization and the emergence of globally trained future leaders, cultural diversity, inclusivity, idea exchange, and innovation.

One of the leading visual creative communication agencies in India is TRIP which has won many awards. TRIP comprises of a team of talented in-house producers, and designers, delivering more than 750 projects by the seamless integration of a brand’s vision with its creativity, leading to unique experiences.

In conversation with Adgully, Prateek Sethi, Founder of TRIP, speaks how TRIP aims to position India as a major creative powerhouse, and not just as a country for manual labour. Further, he discussed the current trends in the Indian visual creative communication industry such as the rise of video content consumption, social responsibility, sustainability, influencer marketing, and others. He pointed out how the government can support the creative outsourcing industry in India, further sharing: “To enter the creative outsourcing industry, one must establish a solid portfolio, connect with other experts through networking, and maintain a strong commitment.” Excerpts:

Could you tell us in brief about the services provided by TRIP, a visual creative communication agency? How did TRIP start?

TRIP Creative Services is a multi-award-winning visual communication design house. Our team comprises in-house designers and producers who are constantly exploring new and innovative ways to communicate messages effectively. TRIP has successfully delivered over 750 projects so far by leveraging our diverse backgrounds and expertise to seamlessly integrate a brand’s vision with our creativity, resulting in unique and memorable experiences. Our Trans platform approach is grounded in robust visual design principles that have earned us multiple awards and recognition. We work with some of the biggest names across various industries, but maintain an agile and nimble approach to the creative process, ensuring that every project is tailored to meet the specific needs of our clients.

Our focus is always on providing unparalleled services to our clients, ensuring their complete satisfaction with the results. TRIP’s comprehensive Content Services span across a wide range of creative disciplines, including Campaigns, Film, Video, Animation, Motion Graphics, Graphics, Branding, Illustration, Print, Web+, Digital Design, Apps, Games, AR, VR, Interactive, and Large Screen Content. We bring a dynamic and engaging approach to all our projects, delivering innovative solutions that create a lasting impression.

What are some of the milestones in its journey and some of its remarkable projects?

Some of the milestones in the journey of TRIP so far are as follows:

Directed and produced the in-show graphics for the PAKA (Pogo Amazing Kids Awards) 2009 event, which subsequently won an award.
Created the show packaging and in-show graphics for "FAQ," spanning seasons 1 & 2, leading to consecutive nominations for Best Kids Show in India in 2010 and 2011.
Handled character design, illustration, book design, and identity design for The Super Duper Princess Heroes (SDPH) for 3 Keys Communications, USA. The book, authored by Sanjay Nambiar, garnered multiple awards in the USA, including the Mom's Choice Awards Silver Medal, Gelett Burgess Children's Book Award, and Family Choice Award in October 2013.
The videos and photos campaign shot for UBM's (now Informa Markets) "NGO India - Giving Back" were part of a multiple award-winning initiative, including the "Best Social Media Campaign" at the World CSR Congress 2014.
The "Think 360 interactive video" Augmented and Virtual Reality-Based interactive narrative for Live action (360 4K) test apps developed by TRIP was showcased at the "Alpavirama" International Film Festival, National Institute of Design, Ahmedabad, in October 2016.
The TRIP served as Augmented Reality Content partners for CAB Experiences, National Geographic Channel Network India's "MARS" activation. The activation won the PromaxBDA India Gold Award 2017 for Best Outdoor Category (IND52).
The "Happy Building" web series was nominated for Best Web Series at the 10th Edition of JIFF in January 2018. It was also an official selection at the 4th Rainbow TV Awards in March 2018 and a Finalist at Oniros Film Awards in March 2018.

Could you share in brief what are the current trends in the Indian visual creative communication industry? How big is this industry in India and what does the future look like for it?

There is no denying the fact that trends are cyclic. And in this constantly changing period, the Indian visual creative communication sector is seeing several trends:

Digital Transformation: Just like every other business, the visual creative communication sector in India is going through digital transformation. Today, digital platforms are either replacing or complementing traditional media, resulting in a boom in the production of digital content
Video Content Boom: The consumption of video content is rising due to more people having access to the internet and more affordable data plans. Animated content, short-form videos, and video advertising have become the most widely used forms of visual communication.
Influencer Marketing: Influencer marketing has emerged as a popular approach used by brands to connect with their target markets. Influencer partnerships, particularly with huge followings on social media sites like YouTube and Instagram, are common in visual communication efforts.
Sustainability and Social Responsibility: Environmental and social themes became more prominent in visual communication campaigns. To connect with socially conscious consumers, brands are infusing themes of sustainability, diversity, and inclusion into their images.
Cultural Diversity and Inclusivity: There’s a growing emphasis on representing diverse cultures, identities, and perspectives in visual communication, reflecting India's multicultural society and catering to a more inclusive audience while making sure that the rightly qualified talent is engaged for the job.

To be honest, the visual creative communication sector in India is quite large which includes Digital Marketing Companies, Film Production Houses, Design Studios, Advertising Agencies, and Animation Studios along with independent experts. It supports a sizable portion of the national economy and provides jobs for a wide range of creative people.

With continuous technological breakthroughs, growing digitalization, and changing customer behaviour, the industry's future seems bright.

What are the advantages of creative outsourcing according to you and what are its prospects? How does it help the economy?

Cost savings: Flexible teams that can be scaled as per core competencies. Merit-based innovation and access to specialists.
Prospects: Specialists, globalization as different cultures and ideas work together, and the rise of globally trained future leaders.
Economy: Job creation, healthy competition for the gigs, growth of the industry.

What are the challenges faced by the creative outsourcing industry in India and what are the strategies TRIP employs to ensure seamless communication and collaboration with outsourcing partners?

Recognizing that India is not just a country for manual labour, but also a creative powerhouse, we can be seen on the appropriate channels and platforms, where we will regularly present our work.

How can the government support creative outsourcing in India more?

The government can reduce taxes on creative services and productions.
Generate awareness of the possibilities of services available by all sized agencies in India.
Educate decision-makers about good and bad design and the importance of design and creative outsourcing to specialists.

How can a creative professional step into the creative outsourcing industry?

To enter the field, one must establish a solid portfolio, connect with other experts through networking, and maintain a strong commitment.

How was the year 2023 for TRIP and what are its growth projections for 2024?

Despite ups and downs, the year 2023 was an outstanding one for TRIP, but we hope that 2024 will be even better.