Tech has changed medium of ads, not message: Ravi Deshpande

Ravi Deshpande, the chairman & chief creative officer of Contract Advertising India, exudes unshakable calm that argues great sagacity. His office is painted white, amplifying his image of a man who likes it uncluttered. In an exclusive interview with Adgully, Deshpande speaks about his life and work -- it is an exciting and inspiring narrative, rendered with wisdom and serenity.

Adgully (AG): Take us through the beginning of your career...

Ravi Deshpande (RD): I am wondering how long the answer would have to be! I wanted to be an architect but I did not secure the score to get admission into a proper architecture college. As a result, I ended up choosing the arts. I wanted to get into architecture because I thought I had a reasonably good balance between the right and the left sides of the brain. Architecture also requires such a balance. I think that pretty much applies to advertising as well...the strong and strategic intent before you actually create those expressions for consumers. Advertising does offer a balance between the arts and science which appealed to me and I ended up doing a course in the arts. I found my first job but I did not stay there for long as I did not find the agency's processes compatible with my sense of creativity. Then a stint followed at O&M which was a great agency even then. I did have a terrific year there. Later, I heard that Contract was being formed and that they were looking for minds that would make a difference. So I thought it would be great to work for a start-up and be able to create something to be proud of. Fortunately, everything fell into place and Contract is where I have spent most of my life.

AG: What are the most memorable experiences from the early part of your career ?

RD: Well, there are a lot of ups and downs in any career or any field; and advertising is not an exception. You feel a bit down when an ad does not work despite your effort. It is odd when you understand the consumer and provide ideas and yet they don't t work. But there are other times when it gets bought and the spirits go up. And then there are times when the terrific people who work with you leave for better prospects. But we do not have much of a turnover of people; we have had people working with us for more than 15 years.

AG: When you joined Contract, it was a start-up. Describe the initial days...

RD: There were not many people when the agency began. I don't recollect the number but it was a very small agency. But whatever it has achieved, it has achieved over the past five years.

AG: Over the course of time, what are the most dramatic changes that you have seen in the expression of creativity?

RD: The changes have been brought in by technology, which is why the work that was executed 15 years ago is different from what is produced today. When I started working, there were no computers, no emails and no mobile phones. Therefore, the mode of communication was fax and telephone that went out of the window in the early nineties. With the advent of superior technology, work got speedier. But the principal idea of advertising, enticing the consumer by offering something aspirational has never changed. The core has always been the same. The way we tell the story has changed. Earlier, we spoke about the benefits of a product or created a headline and communicated at a very basic level.

AG: But the nature of engagement with the consumer has changed a lot. Earlier, consumers were not given much importance...

RD: Earlier it was a monologue. Today, you converse to seek a response.

AG: Define creativity in one sentence...

RD: The power of an idea that makes the difference for marketers.

AG: Coming back to Contract, what were the major turning points for it?

RD: Contract has always benefited from great talent right from the beginning. There are a lot of stalwarts working with us. We have produced many CEOs for the industry, many copywriters and art director of the year. We have also built many brands like NIIT, Shopper's Stop, Asian Paints Royale, to name just a few. We have the best practices in place and therefore the best culture. Ours is a very apolitical organisation where it is all about creativity. It sounds too good to be true but it's true.

AG: What is happening at Contract these days?

RD: Well there is always a lot to talk about. There is always some sort of activity that is happening in different categories; we are working with brands like Tata Telecom, NIIT and Shopper's Stop.

AG: What growth path have you charted for Contract?

RD: Our mission is to keep growing young. In terms of growth, we are not looking to open many offices but reaching many clients through the power of technology. It would be nice to have an airline account.

AG: What is your most cherished wish?

RD: I want to make a great movie.