the last quarter of century which is
more than most of your age in the
persuation business but unfortunately
though what you see is advertising and
the moment it comes on you want to leave
the room
so I am also part of the reason why you
buy stuff that you don’t need with money
that you don’t have to impress people
you don’t particularly like and I’m here
to tell us about all the mistakes that I
have made so that you who are starting
out don’t make the same mistakes and you
know in process undo some of the evil
that I have done admission I was not
always a creative person I trained to be
a manager I am an MBA from Burma be back
in 1992 and I was an HR manager but
within a year I realized that I am not
good at it and I don’t want to do it and
I don’t I didn’t know what to do about
it until a very wise and kind friends
uncle gave me this example he said beta
if you are late for your train to Delhi
and you reach the station in panic and
you see a train pulling out and you
think it’s the training to jump into it
and after some time the TT competence is
better I thought chanmi Jerry will you
go to Chennai or you will get over the
next Asian and go back to Delhi so I got
off the train and I joined advertising
way back in 1992 and found the entire
business in control-z mode basically
what had happened is the narsimha our
government in 91 had privatized allowed
private and foreign broadcasters to
start broadcasting and from 1990 from a
two channel D D 1 D 2 we had become a
hundred channel country with 400 million
viewers and every client wanted TV
seized and from proper English print
industry we became Hindi advertising via
pathway
like a fence and nobody knew how to do
ads we didn’t have any training in
audio-visual so everybody had to do
control-z and undo and relearn
everything but TV gave us enormous power
TV suddenly we could reach millions any
time of the day at any instant and with
TV made of lazy and we replaced
persuasion which is our business with
repetition we TV gave us the big hammer
and what do you have what happens when
you have a hammer in your hand
everything looks like a nail so we
thought if you beat up people on the
head enough time with a message it’ll
start going in and we became boring we
become irritating we started bludgeoning
people with our messages until they saw
you know they started hating us but we
forgot about people also with weed they
become target audience if you please you
know and they become statistics there
was a marketing warfare I started
hearing and we were the Arsenal to you
know win areas in people’s heads and TV
she obviously was the weapon of choice
and we chose glamour over connecting we
chose glamour over and gauging and we
were advertising became about what
people what the clients wanted and not
what people care about
in a decade the world changed 2004
Facebook 2005 YouTube and we started
seeing videos going viral which has been
short at a fraction of our TV budget by
a teenager on a handycam people loved
and shared them and we thought it’s a
phase it’ll pass and 13 years have
passed and we still haven’t woken up we
still do boring ads that new you’re like
waiting for 4 3 2 1 boom you can skip
this ad and we’re in denial and were to
wake up sometime and we are in a age
when ad free means premium can you
imagine the stage
profess the thing is that we always new
brand select people a brand as a
personality it has a unique tone and
manner it has a look and feel all that
we knew but people do stuff no people
don’t talk all the time they also do
stuff and actions speak louder than
words but we did we had created talking
brands they did nothing people perceive
us the way we behave and people perceive
brands by how they behave
so does time for brands to do and not
just say and it was time to undo the
sins of our talking by some doing and it
was time to inspire engage and and not
to irritate so here are a few example of
when I
survey this project I thought you’re
crazy
[Music]
you can see like what we were going by
on the screens and then you can feel it
so it felt like oh we’re going past then
oh now I feel that we’re going past that
it’s out real well currently with the VR
headsets it does isolate you and whereas
this particularly with the children they
were able to point things out to each
other to really enjoy the experience
communally
if someone in my generation someone in
school today could be in first people in
Mars
[Music]
this is what I mean when I say do this
is doesn’t irritate you this inspires
you
this is this connects with a generation
of scientists and engineers were in
great school today and brings alive the
magic that is space exploration the
adventure that it is to them now after
on to the next case study this is first
fortified which is a music streaming
channel and how they use music to help
people with Parkinson’s which is world’s
Parkinson’s is a common neurological
disease and it’s more than trembling
hands proper medication and brain
surgery improve many Parkinson’s
symptoms but not the gate ooh – courses
key master finds percentages okay how
much a difficult I panic coming
erudition DeFazio last wizard the
[Music]
it happens three ways music provides
rhythm for patients to control their
steps
music promotes new neural connections in
healthy areas of the brain and music
releases dopamine a natural chemical
involved in pleasure and motor control
so how can we connect this knowledge to
people’s lives introducing Parkin sounds
powered by Spotify
Parkin sounds helps patients find their
ideal pace it automatically selects the
songs that match that beat from any
Spotify playlist and Parkinson’s can add
audio cues to the patient’s favorite
songs so steps get increasingly bigger
steadier and safer and it’s a therapy so
the more they listen the further they go
after all it’s Parkinson’s disease but
it’s the patient’s life but doing
something that really makes people’s
lives then they made music miraculous
and they turn music lovers into
believers now you don’t feel they give
wasting time in listening to music close
a home this is a case study by Brooke
bond which is a hundred-year-old band as
funny ideas you can become and see what
the third gender ignored by most
tolerated by some misunderstood by own
in India the hedges are a community
almost an exile standing out traffic
signals after failing to blend in
knocking on our windows in the hoop for
some kindness and perhaps a smile but
when they don’t get either they keep
their chin up and find a way to simply
be
happy
okay
so in one fell swoop from a fuddy duddy
100 orb and they become progressive
sensitive with it modern brand and chai
has always been about ChaCha
and they gave the young consumers of
Brook born something to do ChaCha aboard
about equality about humanity and about
sensitivity finally to quote Einstein
the definition of insanity is to do the
same thing over and over again and
expect different results and control-z
is no longer an option but a must for
advertising because we must believe that
people are intelligent emotional beings
who cannot be fooled by the trickery of
Photoshop or lovely words but can easily
be made to fall in love with a brand who
do honest and inspiring [Applause]