The Advertising Club Bangalore hosts a power-packed Creative Review
The 11th installment in the ongoing web series hosted by The Advertising Club Bangalore witnessed a power-packed Creative Review. The creative session was moderated by Gautham Shenoy, Consulting Partner, Celsius 100 Consulting. The panelists were Prasad Venkatraman, Executive Creative Director, Mullen Lintas, Mahesh Gharat, CCO, South India Ogilvy, Vishnu Srivastav, Regional Creative Director Advertising and Digital, DDB Mudra Group. The session witnessed a detailed discussion of creativity during the COVID 19 period. The panelists picked out and reviewed the Top Ads released during the Lockdown. The panel discussion was Co-hosted by Laeeq Ali, President, The Advertising Club Bangalore.
"Creative ideas are the lifeline of the advertising industry, and we are nothing without an idea, said Laeeq in his opening remark.
The session began with the review of Burger King's global campaign that showcased its Whopper burger decaying over 34 days.
Elaborating his views on the campaign, Vishnu said, "This particular advertisement reminds me of the happier days, the pre-corona days. What I loved about this is the beautiful piece of photography, and it is a real-time marketing effort, a response to the news of a Mc Donald's burger that survived for a year in its package. All of us have been involved in food marketing; our objective was to make things look appealing and good. It gave a thought that the world and the narrative have changed."
Mahesh said, "The Burger King advertisement depicts the changing mindset. It is very much thought through a campaign that demonstrates true creativity as well as true holding. In my opinion, it is the bravest and remarkable creative decision taken by a client in 2020."
The panel further discussed how the COVID crisis is affecting the Creativity and process of Creativity.
"I don't think that creativity will ever stop. You can't put a cap and say there is a particular way. For example, Before Getty images, we used to scan and send each photo. So, you adapt, evolve, and change. One has to change the way you look at it thoroughly," said Prasad.
Vishnu said, "There is no location-based creativity, but the socialness of the workplace is missed. The creative process never stops, and there is no COVID creativity. There is only creativity you apply, as at heart we are problem solvers."
According to Mahesh, Creativity can't be boxed up. "COVID has given the challenge to cope up with work and bringing out fresh ideas," he added.
The session further moved to the COVID creative segment, where they played campaigns of Uber, Dove, Budweiser, Axis Bank and Nike commercials, chosen by the panelists.
The panelists discussed the elements which made these campaigns distinct and innovative.
The session concluded with the discussion on whether creativity gets affected by COVID restrictions.
"I feel that our creativity was never limited to office spaces. It is an exciting time, and soon the creative people will adapt to the situation. Fundamentally, we feel that people's reactions are missing. The power of solving creative issues will never change," concluded Vishnu.
Summing up Gautham Shenoy who moderated the session with great energy said “Creativity is not restricted to only Creative or Advertising people ut everyone is Creative in their own way “.
Like the previous installments, the webinar was a success with over 150 participants on Zoom. The webinar was hosted with the support of Ad Club's Managing Committee and Online partners Medianews4u and AdGully.
Arvind Kumar, Executive Director of The Ad Club said, “I am glad that all the three panellists readily agreed for the Creative Review, the minute I spoke to them and explained the topic. Such spontaneous response and willingness to share their thoughts on the recent ads, shows their commitment to Good creativity, irrespective of who has created it and from where. I am grateful to the Panelists and Gautham Shenoy who moderated the session very well. The energy was great throughout the session” “Those who missed the session can view the recording on this link” Kumar added.