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Interviews
TAPPING INTO THE CONSUMER’S LIFE
You know, you can if you know at the end of day a client deserves the advertising he gets and a more mature client...
‘ONE BRAND, MANY STORIES’
It is possible that an idea is truly big only if you can tell that story across any media vehicle. So what is a...
SAYING IT STRAIGHT AND SAYING IT GREAT
There is a saying that goes ‘say it straight’ and then ‘say it great’. So first you have to figure out what is the...
THE BOY WHO PLAYS WITH SUNSETS
MEHNAZ NOOR
He is all of 20. Krutik Bharat Thakur is the quintessential small-town boy, who always dreamt of being an architect, but is now...
‘AIRLINES SHOULD MOVE AWAY FROM COMMODITIZATION TO CURATING EXPERIENCES’
From the strategic perspective, I think one of the things that the airline industry needs to do whenever it comes to advertising spends is...
‘AGENCIES ARE PROBLEM SOLVERS’
The first thing is that you have to understand the client’s business challenges and the solutions you provide — creative business ideas and not...
NEED, NOT WANT, IS OF THE ESSENCE
So there is this balancing act that most consumers are faced with  — what is okay, what steps do we take before we can...
CONSUMER FASTER THAN BRANDS
There was a time when brands used to lead consumers, because every time a brand interacted with the consumer the consumer got to know...
THAT VITAL VITAMIN
Brands will change the way they work, which indeed would also demand a change in the agency-client relationship… I believed this would work in our...
FOR A HYBRID AND NIMBLE FUTURE
We don’t have a prescriptive approach to problem solving. The primary thing is to have a hybrid and nimble approach to creativity, producing all...
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