IN ADVERTISING

SREENATH S

CREATIVITY

We all start at the same spot: a blank space--and with a common goal: to fill that space.

But the path we choose from there is completely individual, as individual, in fact, as the mind itself.

What occupies that distance between nothing and something is the mysterious science we call creativity.

WHY CREATIVITY IN ADVERTISEMENT

Attracting customers Breaking clutter Differentiation Recognition and recall Persuasion

VARIOUS CREATIVE APPEALS USED

Fear Sex Humor Emotional appeal Ethnic appeal Celebrity

Sachin Tendulkar jogs along a road

A kid sees Sachin and his eyes light up.

The kid follows Sachin into a stadium...

...where he joins Sachin in a rigorous fitness regimen.

The kid enthusiastically helps Sachin at the nets.

His session over, Sachin takes a pack of Boost out of his training kit.

Sachin walks over to the tired kid and offers him some Boost.

Both Sachin and the kid proclaims "Boost is the secret of our energy."

It's playtime and a boy occupies himself by driving his toy car around..

Soon he is joined by an older boy whobrings a bigger car with him..

Losing interest in his own tiny car, ouryoung driver stares longingly at hisneighbor's car..

He can't hold on to his temptationfor long, and at the first opportunity, grabs the car and runs…

MVO: "Well, it's only human towant more.."

MVO: "Indica V2, more car per car.."

MARKETING CREATIVITY AND ADVERTISING

Based on there key customer insights Intended brand benefits Have high entrainment Demonstrating itself

Walking into the Cadbury factory, he takes a look at their complete manufacturing process

Finally giving his personal assurance and approval

CREATIVITY IN ADVERTISING AND PURE CREATIVITY

Creativity in advertising involves disciplined

thinking and requires the creative person to think differently within specific constraints.

In the case of the pure artists, creativity is a free flowing process where the artist can express whatever he feels, free of constraints.

CREATIVITY V/S STRATEGY

Creativity are important from another perspective, as well, they help raise the agency profile( awards, recognition).

Good creative speaks for itself and need no explanation.

HOW TO IMPROVE CREATIVITY

Seeing things different Generating multiple things Breaking the rules Thinking and linking A high level of awareness Knowing how you think Playing ‘ what ifs’ and Trying something on for size

THANK YOU