“Everything you can imagine is real,” Pablo Picasso once said. Imagination seems to be the starting point of everything that has ever been discovered or created. Now, with the introduction of generative AI, the question arises – is it the end of human creativity? Specifically, if we talk about the advertising world, Gen AI promises to revolutionise creative processes, from crafting ad copy to generating product designs. One cannot deny the fact that Gen AI is capable of churning out content at lightning speed, coupled with its potential to personalise campaigns.
However, the advertising world thrives on more than just churning out content. It demands a human touch – the ability to tap into cultural trends, evoke emotions, and forge connections with consumers on a deeper level. These are facets where human intuition and strategic thinking still reign supreme. In a conversation with BrandWagon Online, Parikshit Bhattaccharya, chief creative officer and copywriter, BBH India, talks about navigating rapid change in the advertising industry, his one year in the agency, the impact of AI on creative work, and the importance of creating a culture of innovation, among others. (Edited Excerpts)
In the last year, what changes have been introduced in terms of handling a creative brief? How have you helped in evolving the creative narrative in the agency?
The primary focus initially was to build a high-talent density team to gain a competitive advantage, while concurrently developing a robust client roster and producing modern work. This was all part of fostering a culture where everyone is dedicated to serving an idea, ‘an ideas culture’. We’ve adopted ‘Zag’ as our core operating principle, which entails challenging conventions, questioning the status quo, and finding new, surprising solutions. This approach is underpinned by embracing the power of difference, amplifying what makes a brand unique, and telling stories in fresh ways. We aim to ensure that every piece of work embodies this concept of ‘Zagging’.
To achieve this, we’ve structured our creative leadership team differently, with four executive directors collaborating on every significant project, leveraging their diverse expertise to enhance the quality of our work. Our executive directors include Ashwin Palkar, head of experience; Swati Balani, executive creative director; Nisheeth Srivastava, another executive creative director; and Arvind Menon. They collaborate on every important project, combining their core skills and expertise to deliver outstanding results. Our goal is to foster collaboration at the top, ensuring a rich creative output that meets the challenges of today’s broad canvas of possibilities. The result so far have been promising, with a positive vibe in the office reflecting the increased collaboration and alignment toward our creative goals.
Could you provide more details about the acquisition of new businesses? Specifically, how many new businesses have been acquired, and is there a focus on any particular sector?
We have been converting pitches and we had an amazing strike rate over the last 12 months. We have won around a dozen pitches in the last year, including brands like HDFC Ergo, Upgrad, and IHCL, among others. Other than them, some of our esteemed clients include CaratLane, Red Bull, and many exciting brands from Beam Suntory, among others. It is also reflective of our strength as an agency to build strong brands in different categories. Some of the key accounts now include HDFC ERGO, upGrad, agri-food company Jafpa, and IVAS by Infra.Market, Microtek, Unischolars, Oaksmith
Our success isn’t limited to specific industries; we’ve diversified our wins across categories. We’re on the lookout for brands that share our vision because we firmly believe that ideas are pivotal in driving business growth. A single idea can be a game-changer for a brand, and to achieve that, we need partners who trust and align with us.
We have been on a spree of creating impactful campaigns for our clients. We are extremely proud of the high-decibel inclusivity campaign ‘Love All’ that we did for HDFC ERGO. It was an immersive campaign where we created various assets from an engaging film to creating a Love All inclusion kit comprising of Love All posters, the Inclusion playbook and the Love All cards will be free to download for other corporates. We have also worked on braille-enabled posters which are installed at HDFC ERGO key offices and introduced a first-of-its-kind card game for its employees, as perfect conversation starters to take diversity and inclusion to the last mile.
Our focus extends beyond industry boundaries. We seek brands that resonate with our creative and technological tastes because, ultimately, our work is highly subjective and revolves around taste. We’re drawn to challenges because overcoming them can provide a competitive advantage for our partners.
At BBH, every presentation revolves around the idea that all efforts must lead to outstanding work. We’re deliberate in seeking partners with whom we can craft work we’re genuinely proud of. It’s not about pushing our agenda but recognising the mutual need for impactful solutions.
In the world of performance marketing, where does creativity find its place?
As some renowned marketers have emphasised, brand building holds equal importance as much as performance. The canvas for marketing has never been broader, encompassing both short-term and long-term considerations. We recently discussed internally the need to balance flashy, attention-grabbing campaigns with more enduring, brand-building initiatives.
Both types of campaigns have their roles to play – one aims to capture attention while the other focuses on conversion. It’s crucial to strike a balance between the two. Ultimately, they work hand in glove, with one sparking desire and the other driving conversion. So, it’s not a matter of one versus the other; rather, it’s about finding harmony between the two approaches.
With the increasing focus on AI in various aspects of business, have you begun implementing AI in any capacity? If so, what specific areas have you integrated AI into, and how do you envision its role in creative work?
AI is revolutionising the way we work, particularly in creative fields. It’s becoming increasingly essential for handling mundane tasks and ensuring that we don’t compromise on quality. Those who embrace AI will likely outpace those who don’t. The rapid advancements in AI technology open up a vast realm of possibilities for creatives. As technology evolves, our understanding and application of it must also progress.
In the creative industry, being optimistic and open to new possibilities is crucial. AI presents exciting opportunities for innovation and personalisation, particularly in advertising and brand content. Brands can now provide tailored experiences and utilities to consumers like never before, thanks to AI.
We recently utilised AI for Jim Beam and for Ballentine’s as well by creating a personalised experience called the ‘photo tunes,’ where users’ photographs were transformed into personalised music tracks. This is just one example of the countless possibilities AI brings to the table.
Overall, AI is reshaping the landscape of creativity, offering endless possibilities for innovation and transformation. It’s an exhilarating time to be in the field, with AI driving rapid change and opening up new avenues for creativity.
How do you foresee the pitching process evolving over the next few years amidst changing landscapes and evolving creative briefs, and what steps will your agency take to adapt to these anticipated changes?
In times of rapid change, I believe in staying close to first principles. It’s crucial to always ask ourselves why we’re engaging in a pitch. This helps us stay true to our core values and identify the unique proposition (Zag) in our solution. Additionally, we aim to create solutions that span across various mediums, offering clients a comprehensive and impactful approach.
We leverage the diverse expertise and skill sets within BBH and the Publicis group, including investments in technology, data, personalisation, and media. We seek out significant challenges that can be tackled by combining these resources effectively.
When assessing pitch invitations, particularly if the list of invitees is limited, we approach them with extra scrutiny. Despite the inevitable changes clients may bring, I find that grounding ourselves in these fundamentals helps us navigate through times of rapid change, ensuring we maintain our focus and direction.