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MICA students get lessons on Creativity, Ads, Emotional data from Mr. Josy Paul, CCO, BBDO India

MICA students get lessons on Creativity, Ads, Emotional data from Mr. Josy Paul, CCO, BBDO India

"Discovery is beautiful and accidental, but it only happens when you are open to it. Be aware of the forces around you. Seize it, process it, synthesize it, and find a new sound for yourself", said Mr. Josy Paul, Chief Creative Officer (CCO), BBDO India, to the secondyear students of MICA, Ahmedabad.

In a session titled 'Creating Acts and not just Ads,' Mr. Paul spoke of Creativity, identifying the forces around, the importance of emotional data, and what went behind the pathbreaking ad campaign 'Share the Load' by Ariel. The virtual session was part of the MICA Leadership Series (MLS).

Mr. Josy Paul

Reminiscing his days in Ahmedabad, he said, "Wherever I am today is because of the forces in my life. Sitting in Sabarmati Ashram got us new energy to look at advertising with a new point of view. Be aware of the forces around you. Beautiful things are always happening around you; every new day is a magical day."

Defining Creativity, he said, "Creativity has many definitions and nuances that have evolved through many stages. Awareness is like the opening of the third eye. Your surroundings go through changes all the time as you allow yourself to surrender to the forces around. And this is a form of Creativity as you create new things due to the changes happening."

Further urging students to understand emotional data, Mr. Paul said, "At BBDO India, we look at emotional data regularly as important as big data. Through the process of Creative therapy, we bring divergent people in a room and let them talk about any subject. 

We do a soul storming, and from there, we get the emotional data. Thoughts and insights come from people who have lived these things, and we give them a platform."

Sharing insights on changing dynamics of Content and context, he quoted, "Content is the king, but context is King Kong. Content is fleeting as it comes and goes, but context becomes a part of our lives."

Speaking of his recent 'Ariel - Share the Load' campaign. "It was difficult to outshine an already successfully running and path-breaking campaign of Surf Excel - 'Daag Acche Hai.' Hence we decided to set the context and address the elephant in the room. One of the confessions that came was that a man does only 19 minutes of household work while a woman does it for 5 hours. That is how we came up with the 'Share the Load campaign' by saying, 'Ariel cleans the toughest of stains and anyone can do it.'

Concluding his session, he said, "Change will only happen if we give authority to be vulnerable and accept."

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