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
The Covid 19 pandemic has been tough but has definitely accelerated changes and transformed the ad industry for the better. It has highlighted different and better ways of working-from virtual pitches, Zoom shoots, learning more production hacks and faster turn-around time. It has caused ad agencies that are heavily dependent on interpersonal connection and physical presence of staff, to rethink the way they are operating. Independent agency Creativeland Asia shot over 47 movies through the crisis. Sajan Raj Kurup, Founder and Chairman of Creativeland Asia, in a chat with exchange4media, looks back at how the pandemic has changed the face of campaign briefs, new areas that brands are keen on developing these days, shooting amidst restrictions and more.
Edited excerpts below:
How have you seen campaign briefs changing after Covid?
To what extent did you see clients slashing marketing budgets during Covid?
I see that clients’ spending has been enough and relevant for creation and engagement keeping the current situation.
Share with us any campaigns executed during the pandemic that managed to hit the right spot with consumers and that the agency is particularly proud of?
Two campaigns that come straight to my mind
- Godrej Expert #ColourLikeKaran campaign: One of the great standout pieces that we did during this time was the Godrej Expert Rich Creme video featuring Karan Johar. The idea came from Sunil Kataria, CEO, GCPL, and the brand with Karan’s grey hair Instagram video. We got the execution bang on. Everything about it was perfect. It began with Karan posting his lockdown grey hair look on Instagram. We got him to colour his hair himself and filmed the simplicity of the process and the transformation it brought about. Then we got him to post the video, with a young new look, on his birthday - a day that signifies you’ve gotten older. The video was a raging hit with 12mn views and counting.
- CenterFresh #StayFreshBehindTheMask campaign: Early this year, putting on masks had given rise to a problem that no one could have predicted. After wearing masks for some time, the air inside would begin to smell and it would get pretty uncomfortable. CenterFresh picked up this insight and together we created a campaign that made people aware of the problem. And the solution was simple...pop a CenterFresh mint and stay fresh behind the mask. We collaborated with influencers like Sanya Malhotra, Vikrant Massey and Ayesha Ahmed. #StayFreshBehindTheMask became an even bigger success.