Professional Documents
Culture Documents
ACKNOWLEDGEMENT
Words fall short to express my deep sense of gratitude towards the all, who have
imparted their valuable time, energy and intellect towards the beautification of my
project.
I present this project study to my college for BMS course which is affiliated to
UNIVERSITY OF MUMBAI as part of 5th semester. This project has been
prepared under guidance of PROF. SWAPNA I also acknowledge this project to
my college, our principal MS. ANCY JOSE, our BMS coordinator PROF. MONA
BHATIA and my whole college staff.
- SHRENIK GANGER
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SYNOPSIS
Advetising is both art and science. The science of advertising is the analyititcal
part that we have been looking at up yo this point: setting goals, deciding strategy,
choosing among different creativity styles. Some people call this step convergent
thinking because the process is to distill lots of information into the core
advertising strategy.
What is it that adds sparkle and life to a well-planned and implemented advertising
campaign? It’s th ‘ah’ factor: that brilliantly simple,but inspired creative edge.
The word advertising is derived from the Latin word ‘adverto’, that means, “To
turn towards”. Advertising leads to attention towards something i.e. the
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advertising message, which is the purpose of advertising and the objective of the
advertising Creative Advertising starts with proper creative planning. This
includes the conceptualizing of basic ideas totheir final implementation. The ideas
are visualize considering basic human motives.
Advertising is nothing but selling ideas. Creative thinking is the sound ground
where one can reap a rich harvest of ideas.
The creative part of advertising is what comes before the potential customers and
it is here that the fate of the campaign and consequently of the product sold could
be decided.
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EXECUTIVE SUMMARY
Creativity is something you cannot think of as ‘Let’s stop and be creative’. You
need to think of “Creativity” as a discipline, just like ‘Organization’,
‘commitments to results’, or ‘responsibility’. This project tells us the importance
of Creativity in Advertising as creativity demands abundance. The foundation of
creativity is in individual, and so the techniques and methods discussed in this
project are just mere tools to enhance and liberate one’s creative skills.
So don’t confuse the menu with meal
It is observed that “Far too many people are leading their lives lie they’re driving
their cars with brakes on” this projects will enable you to know how your foot is
taken off that brake pedal.
Research Methodology:
The information is gathering from various sources like books, periodicals and
journals and sites.
Limitations:
Creativity is a gift most of us desire, but only a few seem to have. Project report
debunks some of the myths surrounding creativity and then carefully takes through
the five I’s of the creative process. It also gives the insight of future creativity and
the tools that can be helped to help advertising professionals to enhance and
enliven their work.The subject of creativity in advertising is something of an
enigma. Project shows how creative director in an ad agency goes ‘under the skin
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of creative’ to use it to greater effect in their work and in wider aspects of their
lives
To understand such concepts this project has been undertaken by the guidance and
the support from the professionals. The deep scenario of glamour world had to be
understood, so this projecy report would give a summary of advertising related
concepts and the whole importance and procedures of ‘CREATIVITY IN
ADVERTISING’; particulary concentrating on TV.
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RESEARCH METHODOLOGY
Research design:
The value of research project is determined not just by the new data obtained, but
how the research complements previous investigations and contributes to our
understandings. My report is more of an explationary research and has more of
secondary data.
Sources of data:
After knowing the type of research to be continued I began searching for the data
from various sources. These included data from various books, websites and
magazines.
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Information was gathered and at the end a questionnaire was prepared. The format
of the questionnaire was prepared with an aim of analyzing the data accurately and
so was more of an objective oriented.
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WHAT IS CREATIVITY
There are many definitions of creativity. A number of them suggest that creativity
is the generation of imaginative new ideas (Newell and Shaw 1972), involving a
radical newness innovation or solution to a problem, and a radical reformulation of
problems. Other definitions propose that a creative solution can simply integrate
existing knowledge in a different way.
Definitions of Creativity
There are many definitions of creativity; dictionaries give the following meanings:
create: To cause to exist, Bring into being, Originate, To give rise to, Bring about,
Produce, To be first to portray and give character to a role or part (appropriate to
creating fictional characters and writing stories) creation: An original product of
human invention or imagination.
Creative: characterized by originality and expressiveness, imaginative
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According to Boden (1998), there are three main types of creativity, involving
different ways of generating the novel ideas:
• The “combinational” creativity that involves new combinations of familiar
ideas.
• The “exploratory” creativity that involves the generation of new ideas by
the
• Exploration of structured concepts.
• The “transformational” creativity that involves the transformation of some
dimension of the structure, so that new structures can be generated
There are many aspects to creativity, but one definition would include the ability
to take existing objects and combine them in different ways for new purposes. For
example, Gutenberg took the wine press and the die/punch and produced a
printing press. Thus, a simple definition of creativity is the action of combining
previously uncombined elements. From art, music and invention to household
chores, this is part of the nature of being creative.
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Another way of looking at creativity is as playing with the way things are
interrelated. Creativity is the ability to generate novel and useful ideas and
solutions to everyday problems and challenges.
Creativity involves the translation of our unique gifts, talents and vision into an
external reality that is new and useful. We must keep in mind that creativity takes
place unavoidably inside our own personal, social, and cultural boundaries.
The more we define our creativity by identifying with specific sets of values,
meanings, beliefs and symbols, the more our creativity will be focused and
limited; the more we define our creativity by focusing on how values, meanings,
beliefs and symbols are formed, the greater the chance that our creativity will
become less restricted.
In the creative process, there are always two different (but interrelated)
dimensions or levels of dynamics with which one can create:
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Creativity researchers, mostly from the field of psychology, usually claim at being
creative means being novel and appropriate. Subsumed under the appropriateness
criterion are qualities of fit, utility, and value.
The creative process, receiving the most attention, focuses on the mechanisms and
phases involved as one partakes in a creative act.
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• Serendipity
• Similarity
• meditation
In addition, the mode of activity one is in when being creative differs. For
example, there is a distinction between real-time creativity and multistage
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Both abilities are required for creative output. Divergent thinking is essential to
the novelty of creative products whereas convergent thinking is fundamental to the
appropriateness. To combine this variety of definitions, we can say that creativity
involves the generation of new ideas or the recombination of known elements into
something new, providing valuable solutions to a problem. It also involves
motivation and emotion.
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categories like as an individual talent, as a process, as a product and last but not
the least as a recognition by others.
OBJECTIVES OF CREATIVITY
The result of the creative thinking process is especially important for businesses.
Managers and managerial decisions and actions, confronted with fast-changing
and ambiguous environments in business, need to develop creative solutions and
creative action-based strategies to solve problems, as they allow to increase
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Creativity, through the generation of ideas with value, is needed in order to solve
concrete problems, ease the adaptation to change, optimize the performance of the
organization and best practice manufacturing, and changes the attitude of the staff
of the organization. Creative thought processes are also important at all stages in
the R&D process
• Productivity increase
• Efficiency
• Rapidity
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• Flexibility
• High performance
CHARACTERISTICS OF PROVIDERS
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APPLICATION
Many private and public sector organisations of all sorts in manufacturing,
services, banking, or construction companies use creativity processes regularly.
Big firms such as Xerox, AT&T, Frito-Lay, as well as car manufacturing firms,
software development firms, railroad pharmaceutical firms etc., use creativity
techniques to increase efficiency and quality, especially in their research, strategic
planning and marketing departments.
All firms and public organizations that confront with problem solving and focus
on innovation in processes, products or services can implement creativity
techniques.
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In case where the company focus is to increase group creativity and to create
environments where a collaborating team works creatively together, the firm must
have at least 20 employees, including 3 members as management staff.
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I once read a quote somewhere that said, "We do not separate advertising from
life."
Creativity is a very subjective term. Who can really say what is creative, for we all
have different opinions on what we individually think is creative. Some people
believe creativity is an engrained concept that you are born with it. Other people
believe it is a talent that can be learned and taught.
Put those two concepts together and anything is possible. In advertising, agencies
live and die by creative communications. Creativity is one of the reasons clients
justify advertising and their choice of agencies
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techniques used, then the original? Work can said to be innovative; it has inspired
the application of some creative element of the original work by a third party.
Thus, creative thinking in a disciplined manner can play a real role in innovation.
“Creativity and innovation are normally complementary activities, since creativity
generates the basis of innovation, which, in its development, raises difficulties that
must be solved once again; with creativity…It is not possible to conceive
innovation without creative ideas, as these are the starting point.” (European
Commission 1998).Innovation results when creativity occurs within the right
organizational culture. The right organizational culture is one that provides
through creativity processes (creative techniques) the possibilities for the
development of personal and group creativity skills. We can define creativity IMT
as the establishment of skills by implementing creativity generation techniques.
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BASICS OF CREATIVITY
The first task in becoming more creative is giving you permission to do things
creatively. The second is overcoming your personal blocks to creativity. For
some people, being creative involves trying not to embarrassed by their own ideas;
for others, it is a matter of being aware that things can done in many different
ways. Some people are self-aware or confident enough to have fewer inhibitions
and can just let their creative natures work.
Surround yourself with people who love and support you and you will be even
more creative. Spend time meditating on your own worthiness, reading about other
creative people and creative solutions, concentrating on the positive power of your
own creative forces - these activities, combined with a belief in your own intuition
and creative abilities, will help improve your confidence.
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Action Steps:
Here are a few additional things you can do to improve your creativity:
• Study books on creative thinking techniques and put them into practice
• Attend courses on creative thinking and put the ideas into practice.
• Keep a daily journal and record your thoughts, ideas, sketches, etc. as soon
as you get them. Review your journal regularly and see what ideas can
develop.
• Indulge in relaxation activities and sports to give the mind a rest and time
for the subconscious to digest information.
• Do not work too hard -you need time away from a problem to be creative
after periods of intense focus. It really helps to think of creativity as a skill
or set of skills. By practicing, one can get better at using them. Therefore,
whenever you have chances try to do mundane things in novel ways - it
will make them more entertaining and you will get more used to
expressing your abilities.
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Anything can achieve by breaking it down into its component parts. Creativity
requires patience and a willingness to work for a creative outcome rather than
simply wait for enlightenment. Still, it is important to creativity to happen. This
can be encouraged by setting up an environment that encourages creative output, a
comfortable space within which you feel non-threatened and able to create.
A program to improve your personal creativity might include the following steps.
• to find a new and effective way to relate to my children that results in them
wanting to spend more time with me.
• Second, set up criteria to indicate whether you have or are reaching your
goal. Typical criteria are:
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o The ideas are useful; they solve the problem or meet the challenge
• Third, read and learn about creativity techniques, which are one of the
sections of the Creativity Web. This information can gather from books,
conferences, other people, software products and the Internet. Spend time
with people who you believe are Creative and ask them how they did it.
There are many paths to creativity.
• Fourth, surround yourself with people who love and respect you;
people who encourage you to take risks.
Flood yourself with information in your chosen area of creativity then deliberately
expose yourself to information outside your area. Respect and care for your
creativity as you would a child. Attend to your needs, listen to your creative inner
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voice, and spend time with yourself. Manage stress in your life as much as
possible.
Creativity is not a gift of some sort, it is a state of being ("un etat d'ame", as they
say in French). Learning a creativity- increasing technique of some sort will give
you some tools and help you, but will not automatically change your point of view
about yourself and your creativity; your belief and value systems about creativity
and creativity myths must change as well.
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"Everyone has creative potential, but creative people think they are
creative."
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• Be an optimist
• Take your time
• Get enough information
• Brainstorm by yourself
• Redefine the problem
• Plan for results
• Break the routine
• Make a minus a plus
• Don't give up.
• Allow yourself to daydream
• Ask questions
• Have a sense of humor
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• Tolerate ambiguity
CREATIVE FORCES
Force-Field Analysis:
1. Members of the group identify and list the driving and restraining forces
(perhaps using a suitable brainstorming or brain writing technique) openly
discussing their understanding of them.
2. The group leader is representative of the current position as a horizontal
line across the middle of the page. The leader will draw all the driving
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forces as arrows that either pull or push the line upwards, and all the
restraining forces as arrows that pull or push the line downwards (see
below). Where driving and restraining are paired use arrow thickness to
signify strength of impact of a force and arrow length to show how
complicated it would be to adapt. It is normally best for the team to reach
agreement on these details.
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CREATIVE TECHNIQUE:
“How do you come with a creative idea when faced with a blank sheet of
paper?” ‘Easy. Don’t have a blank sheet of paper.’
Every working day, creative directors are faced with emands to come up with
creative solutions to the problems. Some outstanding creative heads may display
what is called unconscious competence in appearing to be able to come up with
ideas inuitively. There is no magic wand for coming up with ideas, but there are
some echniques and process to help being creative. These tecniques, coupled with
a knowledge and understanding of the creative process -- with its five stages
Information
Incubation
Illumination
Integration,
Illustration -- will help considerably to improve one’s creative abilities.
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CREATIVE RANGE:
Whenever faced with a well-defined task, such as coming up eith an idea for a
launch product or phottocall, establish a ‘Creative Range’. Pose what is called ‘the
Safe Bet’ questin: ‘What is the very least, the safest, most conservative idea that
can be used?’ Then check ‘ what is the most outrageous idea that could solve the
problem?’ so as to create the Extreme Option. By these two question , intial
limiting parameters are created.
The above can be visualised as below,
Option Option
THE CREATIVE RANGE
After creating the Creative Range of the situation see, ‘What further ideas can you
come up and then jot downall the ideas that come to mind. Thus, by establishing
the ‘Creative Range, you have already taken the pressure off yourself and at the
very least you have a safe option to fall back on, and more importantly you ar
harnessing the incremental nature of the creative process. This also helps to
suspend judgements because you are not automatically screening every idea but
merely filing in the ‘Creative Range’.
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Snakes and Ladders is good technique that helps use of the incremental nature of
creativity to quickly establish an overview of a situation,identifying strengths and
weakness, and to establish tactics to improve the positives and reduce the
negatives of a task at hand.
Draw a grid on a sheet of paper to represent the squares of a snakes and ladders
board. Imagine the objective of the task is at the top left-hand corner on the
winning square. You are the start, at the bottom left-hand corner. Draw five short
ladders and five long snakes. The objective can be anything from: ‘ How can I
improve my creativity’ and so on…
This is an excellent way of getting a handle on everything you need to consider. It
also facilitates incremental to\hought as you come up with deas.
.
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Lack of
Personality Brand
of MD Credibility
Lack of Brand
Awareness
Media Interesting
Apath Photograp
y hy
Forthcoming
Competitor
Events-
Activity
Exhibition
Limited
Budget
News value Timing
of Story of lanch
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Finish
Start
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Following the rules - You often have to break out of pattern to discover another.
Being practical - Practical people know how to get into an open frame of mind,
listen to their imagination and build on the ideas they find there.
Being afraid of making a mistake - Errors are a sign that you are diverging from
the norm. If you are not failing every now and then it is a sign you are not being
very innovative.
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Dream Team is a list of rules of creative teamwork that form the foundation of all
the methods. Whichever technique you’re using, Dream Team rules is like a
framework whenever you’re working as a team. They provide creative space to let
imagination fly and launch all the team members on their way to original ideas.
Dream team Tools in the company would keep the playful atmosphere, in order to
refine their tem-working skills and build up creativity. They are both rules for the
top-quality creative performance and strategies that can be used as highly effective
methods of communication in meetings.
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from verbal stun-gun to the wry twitch at the corner of somebody’s mouth is
capable of trampling down the first little shoot of an idea.
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If you want to promote the flow of ideas, look for the positive aspects of
other people’s ideas. Even if you don’t get anywhere with an idea first, put
forth the question, ‘What’s in it that we can use?’ There will always be
some aspect that can be build on; replace your inner CRITIC with an inner
CREATIVE and exploit all possibilities from this new perspective. Take
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the idea’s good point and improve it by developing and cultivating the seed
of the idea. This strategy makes flexible and opens new perspective.
One can learn to think What if…? And this will develop in time into an
inner attitude, which will open doors to new ideas instead of closing them.
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Anything that looks like a catastrophe at first may reveal a whole, surprising series
of positive aspects on a second look. Develop the play of ideas a little more and
losing your job opens the door to new freedom, new opportunities, and a new
future.
Mistakes are basic learning principle, accompanying all great discoveries and
often lending to brilliant ideas. Get rid of the compulsion to come up with nothing
but good ideas that are ready to use! Say everything that occurs to you, no matter
how silly it sounds – it could be the raw material for the brilliant idea. So Make
Mistakes & Enjoy it!!
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Humour reveals new aspects. Humour disarms, relaxes, and releases happiness
hormones, it’s also infectious, and so it’s one of the most important
creative tools for teams looking for great ways to communicate ideas.
Don’t just make jokes at other people’s expense, however. Instead, look
out for a really funny topic in meetings – yourself. Learn to laugh at
yourself. Anyone who can see what’s absurd and laughable about him
gains a new freedom and gives the team a creative boost.
In the final analysis, there are three ways to reach a decision about
which of the basic ideas should be worked up:
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KICKSTART CATALOGUE
Kickstart Catalogue offers strategies likely to promote great ideas for campaigns.
There are no discussions within the catalogue itself about what is good or bad
advertising, nor are the tips on how to improve layout or copy.
Systematic analysis of the work produced by creative reveals certain patterns and
strategies in their thinking. Some creative strength lies in analogy, while others
always try to induce a change of perspective and others develop ideas by turning
every day’s situating on their heads. One thing is clearing every case even the best
creative use only the part the spectrum of possible ways of thinking. If your
strengths lie, for example in the filed of metaphor or comparative juxtaposition,
then you probably don’t combine or reframe things very often. This catalogue is a
tool box containing an inexhaustible supply of new brain tools which one can use
to expand their own strategies.
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This is incredibly useful when you are looking for new unusual campaign ideas for
the press, TV and cinemas, events, promotions, packaging, web banners,
brochures or direct mailing.
Without Words
“A picture is worth a thousand words”
The object of this little exercise is to display the central advertising statement
about the product at a glance and without using the words. It’s the best to start by
working out a goal with single-minded proposition. For Example: ‘How can you
show without words that the new sports car accelerates faster than any other car?’
Here, first look for pictorial way to represent “Acceleration”. The key question is:
‘What are the key features of “acceleration” and how can it be represented
pictorially, without words?’ Think of the era of silent movies and how ingenious
the actors had to be to convey complex situation and feelings without words. Jokes
which don’t need words are another fruitful source of non-verbal stories to tell.
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Comparative Juxtaposition
Comparative Juxtaposition such as ‘before and after’ are undoubtedly some of the
classics of advertising. To tap into new sources of inspiration for comparisons, one
can use the method to compose typical pairs of opposites, like ‘before and after’,
which can then be used to stimulate advertising ideas. List of Pairs of Opposites:
• Old-Fashioned- Fashionable
• Blindness- Vision
• Ugly- Attractive
• Mass produced- Exclusive
• Past- Future, etc.
Exaggeration
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any negative associations. Don’t have any qualms about exaggerating things, but
do it with a wink so that the credibility of your message doesn’t suffer.
A Change of Perspective
A change of perspective is first of all an excellent way to generate
a creative impulse during the process of looking for ideas,and
secondly it can be used in advertising to show the target group new
or interesting perspectives on the product.
There are two ways to use the Change of Perspective as a creative
tool. First, they can be used spatially, by showing objects or situations from
unusual viewpoints: bird’s eye view, extreme close-up, extreme distance, detached
from space and time. From outer space, or simply from possible angle. The second
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way is to imagine yourself leaving your body and slipping inside other people,
objects or animals. Many creative symbolically take on other identities to get a
creative boost from the new view point of view. For example: Walt Disney, used
to “become” the figure he was currently drawing, going so far as to speak, gesture
and stand like the character in his imagination.
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Alternative Uses
Playful approaches to the idea of finding new uses for the product. Where the
product could be used, outside of its original context? What new situations could it
be put to emphasize the benefit, highlight a feature through exaggeration, or reveal
a new perspective or an unexpected function
Double Meanings
This refers to visual and as well as non verbal double meanings. Most visual
ambiguity is based on optical illusions which are a playful way to attract the
viewer’s attention. Most verbal ambiguity, on the other hand, makes its point by
wordplay or suggestions, leading the reader along a path that usually ends in an
alternative meaning. Both types involve people playfully by inviting them to see
both meanings in a context that makes sense.
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"Pakde rehna," the woman screams. ...as the couple on screen keep up
"Chodna nahin," the man pleads. the "Pakde rehna-chodna nahin"
The workers watch... strain for an incredibly long period.
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INTERVIEW REVIEWS
All the questions are asked on the basis of creativity ad campaign in the
advertising. These questions are asked to the consumers and they are as
follows:
1.) What does creativity in the advertising means?
A.) creativity means a lot in advertising due to which the ad becomes
attractive and creativity is the back bone of advertising.
3.) If you get a chance how would you like to improve the creativity? Give
your suggestions?
A.) if we get the chance to prove creativity than we would go for it and would
make the product advertisement more attractive and we make sure it would
work effectively.
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market than too more money would be invested so that product can be advertised
properly and gain market interest.
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ANNEXURES
Different types of questions have been asked to the persons keeping in mind of
their designations. Here are some general questions.
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CONCLUSION
If one person has learnt how to develop really creative ideas, it stands to
reason that everyone else can.
Don’t confuse the menu with the meal: theoretical knowledge will do
nothing to increase your creativity. Try the methods out, experience will
nourish you and become a part of your strategies in future.
If something doesn’t work for you, stop using it and try something else.
Have fun!
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ARTICLES
“ What’s The Future Of Advertising”
Targeted towards the burgeoning and existing advertising, media and marketing
professionals, the symposium will examine the future consumers, communication
challenges and new media. “The industry today needs a thrust and much greater
recognition in the international scenario. Though it has been advancing rapidly,
there needs to be a lot more effort to speed up the growth,” says ad man Piyush
Pandey, who will be addressing the event with respect to positioning of
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"Instead of convincing the clients, we always make excuses that the client does not
accept the new idea or say why tinkle around with the idea that is working, as
sales figures are doing well," he said. "This very attitude has to be changed and the
creative people should come out with ideas that touch the psyche of a common
man and see to it that they convince their clients about the non-conventional ideas
and give their gut feeling a chance", Pandey said.
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He was of the opinion that the advertising community should develop a habit of
not seeing beyond the obvious, and starts seeing beyond the 30 yard circle in
cricket field, "so that we could clear that and see the boundary lines".
"We, as creative people, should always do constant soul searching to do
things better and in a different manner and not think of any framework
and boundaries to restrict our creativity", he said and gave a recent example of the
Hutch ad's with the `Chhota Recharge' offer.
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Ogilvy & Mather has bagged quite a few awards this year: the most memorable
one being the Gold Lion in the press and poster category for its `Second-hand
smoke kills' anti-smoking campaign for the Cancer Patients Aid Association
(CPAA); and silver for the `overloaded bus' spot for Fevicol, at the Cannes Lions,
International Advertising Festival held in June this year. The anti-smoking ad also
won a silver Pencil at the One Show 2002 and a bronze at the Clio Awards
2002.Similarly, Pidilite Industries Limited --- the makers of Fevicol ---- has won
several international advertising awards.
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BIBLIOGRAPHY
Reference Books
• Creative Advertising Mario Pricken
Search Engines
• www.google.com
• www.angencyfaqs.com
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