By KV Sridhar, National Creative Director, Leo Burnett India
Sometime I feel ashamed to introduce myself as creative, Ad guys are the most pompous lot they alone title themselves as creative. Tell me who is not creative? Engineers who design innovative combustion chambers are not creative? Con men of Mumbai who run ticketless travel insurance are not creative? Mothers who invent new ways of giving concocted medicine to kids are not creative?
All of us are creative and talented in our own way but than why some succeed? What does it take to be a successful creative person in advertising? Is it the ability to write, think or connect? Or is there something above all this?
Indeed there is.
As kids all of us have painted, played some sport or other, sang songs, danced to the tunes of Jackson, made interesting faces in front of mirrors, wrote poetry to impress girlfriends\boyfriends and told cock and bull stories with innovative twist, didnât we?
Itâs all about relentless pursuit of chasing what we enjoy most, if we were to continue to paint may be if not MF Husain at least we would have become a Laxma Goud, If not Sachin at least a Parthiv Patel isnât it?
Now coming to the point, What if didnât chase any of the above and what if we didnât grow-up at all? Simple. We would become a successful adman. Yes indeed âEnthusiasmâ is key to success in advertising that too child like enthusiasm! At 55 can you get excited about motion control games? At 45 can you get excited about two extra spark plugs in an engineâs combustion chambers? Can you get excited about milk proteins in toilet soap?
I believe if you are excited you can excite anyone exactly the effect a kid can have on you if you are watching Powerpuff girls for the 20th time. If you donât get a hard-on when you discover that your product is 0.3% better than the competition than you are not on.
Apart from your ability to write, visualize, tell a story, use experiences and observations from life, your zest for life is as important. If you can connect like a grand mom, posses crooked ways to find a solution and have a relentless urge to remain in the limelight like a superman than itâs your turn to be an adman.
Did I say âChaddi-man?â