K. V. Shridhar, NCD, Leo Burnett took giant strides in 2007. Here he speaks about his most recent success...
Don’t let his laid-back, gentle looks deceive you,
for K. V. Shridhar is one of the best brains at Leo Burnett who incessantly keeps rolling out great positioning ideas for brands and incredible ad campaigns to match. His unbeatable quality – to get the best out of every individual. The year 2007 saw the maverick ad guru deliver stunning campaigns for RCOM, Thums Up and many others. He’s one you’d really want to meet.
Dhoni is RCOM’s ambassador, but we don’t see him in the creative. Any reason?
Reliance Communication could not get Dhoni’s time. It is such a huge task to think of a cricket related ad without any cricket celebrity. It’s difficult to bring in the same level of energy and cut-through. The idea was perfect from the start.
What was the company brief?
We had to depict how Indians own cricket, especially during an India-Pakistan clash. The idea was to try and portray that cricket insight. As 20-20 was such a hit and so was Apun ka sapna, therefore we thought why don’t we use children to show the new insight. When we win, we go all ga-ga over the team with fireworks, but when we lose everyone has an opinion to offer. The idea was to portray the so called reality of cricket. It was to pour out the real emotions as people haven’t changed; in fact, they have become even more passionate about this game. Unlike sportsman spirit, where winning and losing is a part of the game, Indian public takes it more like a war.
So the power idea just struck out of the blue?
Reliance Comm is Nitesh Tiwari’s account; he works on it so he was the one who came up with the idea. The entire commercial has been done by him right from the script to the execution. We went through a couple of ideas though but we all agreed on something to do on the lines of Apun ka sapna as it was a hit, in fact fantastic. We portrayed the brutal reality of the Indian cricket fans in a metaphorical way, depicting the new found aggression in the fans through children in the form of rejoicing when the team performs well and abuse, humiliate when it doesn’t. These kids show no sympathy, they want the team to go, get it. These kids invented the new confidence in themselves and we perfected them. In fact, we just gave the kids an idea, they just acted naturally.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
Don’t let his laid-back, gentle looks deceive you,
for K. V. Shridhar is one of the best brains at Leo Burnett who incessantly keeps rolling out great positioning ideas for brands and incredible ad campaigns to match. His unbeatable quality – to get the best out of every individual. The year 2007 saw the maverick ad guru deliver stunning campaigns for RCOM, Thums Up and many others. He’s one you’d really want to meet.Dhoni is RCOM’s ambassador, but we don’t see him in the creative. Any reason?
Reliance Communication could not get Dhoni’s time. It is such a huge task to think of a cricket related ad without any cricket celebrity. It’s difficult to bring in the same level of energy and cut-through. The idea was perfect from the start.
What was the company brief?
We had to depict how Indians own cricket, especially during an India-Pakistan clash. The idea was to try and portray that cricket insight. As 20-20 was such a hit and so was Apun ka sapna, therefore we thought why don’t we use children to show the new insight. When we win, we go all ga-ga over the team with fireworks, but when we lose everyone has an opinion to offer. The idea was to portray the so called reality of cricket. It was to pour out the real emotions as people haven’t changed; in fact, they have become even more passionate about this game. Unlike sportsman spirit, where winning and losing is a part of the game, Indian public takes it more like a war.
So the power idea just struck out of the blue?
Reliance Comm is Nitesh Tiwari’s account; he works on it so he was the one who came up with the idea. The entire commercial has been done by him right from the script to the execution. We went through a couple of ideas though but we all agreed on something to do on the lines of Apun ka sapna as it was a hit, in fact fantastic. We portrayed the brutal reality of the Indian cricket fans in a metaphorical way, depicting the new found aggression in the fans through children in the form of rejoicing when the team performs well and abuse, humiliate when it doesn’t. These kids show no sympathy, they want the team to go, get it. These kids invented the new confidence in themselves and we perfected them. In fact, we just gave the kids an idea, they just acted naturally.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)
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