There is more empathy in the briefs that we get now: Sajan Raj Kurup, Creativeland Asia
Kurup, Founder and Chairman of Creativeland Asia, revealed that when it comes to brand communication, the focus now is more on building affinity and not just sales
What are the new areas that brands are keen on developing these days?
Brands are keen on developing new products, basis the needs of today. There are more products focussing on more relevant angles of protection and rebuilding human connection. When it comes to communication, the focus is on affinity builders not just sales.
I also see brands migrating to different delivery vehicles- constructing messages on platforms where people are not eminently threatened while reaching them. For example, brand live events migrating to digital.
This situation has led to far more digital adoption for particular sectors? How can the late adopters of digital solutions challenge the first movers?
Digital adoption is no longer an option. It is an imperative. And, I see large brands and indigenous ones adapt and adopt alike. This crisis has been a great leveller. The early adopters and the late ones, the crisis has impacted every segment differently. So I don’t think challenging and competing is really what the market at large is focusing on. This is a time to keep moving, building and collaborating. As they say, crisis is a terrible thing to waste. This a time to emerge stronger.
Now that ad film shoots have resumed, albeit amid restrictions, what are the challenges you see the ad-world facing and how does it affect pricing?
The production workforce has been the frontline warriors of the creative industry. The meticulousness with which they have ensured shoots go on, remote video feeds are set up, people are tested and every standard of safety is upkept is admirable. They have been most disciplined and clockwork at resuming shoots. On behalf of the entire creative industry, I applaud their initiative and courage at keeping work afloat. I would also express my gratitude towards clients who have understood and allowed us to take on the cost of testing and protective gear into the production budgets. Through these times, we have shot over 47 films. From homes, from studios and locations now. I really think it has been an extremely collaborative team effort pulling off some of the films shoots. And I do think we have all come closer pulling off some incredible challenges together.
Have you seen newer/ different kinds of advertisers commissioning ad films lately? Do these brands prefer digital to TV?
I think digital content has got huge wings through these times. Television vs digital is all about the media cost and not solely about a creative or strategic call. India by and large still remains a TV market with a very strong digital double up. We have seen various media strategies at work through these times. Unexpected brands with bold moves and formidable ones with cautious steps. They both have their space and it is too early to call futures on their initiatives.
Tags : latest-stories Sajan Raj Kurup advertising Creativeland Asia Covid-19