 Welcome to Iparan Creative Zone. So for my guest today, I'd say that he is someone who strongly believes in blending innovation with the use of art science and technology. Pleased to welcome today Anadi Saad, the Executive Creative Director at Isobar India. Anadi has spent over 14 to 15 years in the industry and has spent over 10 years at Isobar. He also leads the innovation with NowLab at Isobar India and has done some great, great work for brands across categories, some digital creative gems. We are very pleased to have you with us today, Anadi. How have you been holding up? I'm good. I'm good. A tough time for all of us and I guess, you know, we all are motivated to look forward to whatever comes ahead whether it's good or bad. But we definitely are sure that it will be positive. So how has life changed after lockdown for digital agencies? If you can start by, you know, spilling some beans on that? Yeah, so, you know, if you look at the entire industry as a whole, we were convincing our clients for all this while to get into digital, right, to be digital first. There were very few brands who could foresee that the need of having a digital presence on it. But increasingly now, you know, all of them have been forced to get into digital, which is really unfortunate for them to get into this autodop digital at such a stage. But effectively, you know, for us, it's been even more work because we want to on board as many as a client and some new clients will be coming in who also want us to help them on their digital transformation. So it's been really hectic for us to catch up with the demands and requirements of all the clients in the present times. So also tell us about your work for the Kia Motors. What was the thought process and, you know, putting that together right now? Yeah, so that was, you know, it all started for the one day Janta Kapu that was announced, right. And just after that, there was a 21 day lockdown, which no one had ever imagined that he would get into such a state. So and every brand wanted to, you know, get, you know, leverage out of that opportunity to communicate, you know, something to get some communication going out for the audience to stay strong, to hold up together and to stay home more importantly, because, you know, anyone and it was kind of something that was enforced because no one had any preparation to deal with the situation. So there was, we could see that there was so much of panic out there. And so, you know, Kia Motors came to us and said that, you know, how could we also push forward a message which also communicates the same and, you know, being a responsible brand, we should have something that goes out, telling the world about, you know, being in home, being in home safe. And so that entire situation could be got into some control while we know that that's partially helped us and not completely eradicated the entire pandemic that's been there. But that's what was told to us. So the basic brief was us that come up with a campaign which encouraged people to hold on to the full stay positive once the entire lockdown. So we just, you know, ganged up with the entire team, we kind of started brainstorming and, you know, just why we were looking at various assets which was just released at that point which was the Carnival film. There was an interesting thing that the sequence was such that we said that, you know, this film where we see the protagonist actually moving out for a date with a mermaid, how about, and that's all about cars, you know, commercials would want people to get on to roads and get their driving experience, figure out new ways, new roads out there. So we said, you know, but the situation today caused us to stay home. So how about, you know, reversing the entire sequence of it because the entire story started from home, right? And it was an already beautiful film that we already had. So how could we use the same assets? So that's what, you know, it was just an experimentation that we did. You know, we just tried to reverse. So like it usually happens when you kind of getting inspiration, you see assets with there, you see sequences on there, you watch films and, you know, then you try to weave in those stories, you connect with the thoughts. Similar was the process when the team, and it was an experiment from my great director, he said, you know what, we're actually looking at the protagonist moving out, how about we reverse the entire sequence and get him back home in and then push forward the message that the situation caused us to be in home safe. And it was, that your recommendation, it was such a fantastic thing because it was a very well shot of and the entire story, all it had to be done was reverse the entire scenario, which also gave the entire tagline of Rewind here, right? Which later touched upon on three aspects, which is, you know, one is the first aspect being to stay home and be safe. The second was about pick up a long lost hobby that you have to rejuvenate yourself. Third one was about, you know, the entire story and the trend that was people attending virtual meetings like you're doing right now to how people have to deck up for them. So we said, you know, irrespective you are at home, but please do deck up yourself well while you are attending a virtual meeting. So that was the entire journey of it and it was well received by the audience as well as the client. I really appreciate it, but a lot of, you know, recognition. And the trend of reverse filming was then seen by various other brands adopting the same approach. So it was great for us to start something which was very unique part of time and could be turned around really quick. So the entire, from the thought to the execution just took us a day's time. So then that's another thing. So digital was already having a moment and now with the lockdown, the adoption of digital has gone further up. So, you know, even traditional creative agencies as I speak to nowadays are now getting into things like lead generation or enhancement of social engagement. So as the curve moves to digital rather than tracking a TVC, how are digital agencies like Isobar trying to stand out? See, let me just start out by stating Isobar was never, you know, we never thought ourselves to be just a constituency. We thought ourselves to be an agency for digital age, which included, you know, taking an approach of communication rather than, you know, pure mediums and the formats that come into play. Because a story still today happens on any platform. It is agnostic of any platform or any particular medium. That's what we completely believe in. Great stories today OTT have even better and more of stories and films than a channel would have. So that's the scenario that we live in and there are more and more people who have adopted to OTT. If you look at the trends that are there, the consumption of OTT has been much higher than any other channel viewership. So competition to them. Should not be comparing offline or online, you know, because both have their own ways of, it's just a matter of how you adopt or adapt a story in what format. But the core always remains the story. And more to that, you know, I think the situation was such that a digital benefiting over a mainline, you know, that's not a right kind of a comparison, I would say, you know. As I told you earlier that for the longest time, digital agencies were the only ones who were having a conversation with the clients and the brands for digital transformation and getting the leads through lead generation and all of the stuff on digital specifically, right? But today what we see that mainline also is taking a, you know, helping us convince the clients and they are also adopting the same journey of digital. And like any other change, this is also a tough, and it's tough for any brand to come on to digital just because we know that most of the brands still have their legacy system, their thought process is very mainstream driven. But, you know, now they have to adopt and they have to adapt to this new format, new medium, right? To reach out to the audience also, you know, when we, it's always a different, it's a process for anyone to be digitally, you know, digitally equipped as well as the mainstream or the existing channels that they were selling their stuff on. And, you know, we've been always being into digital for a longer amount of time. It becomes our expertise of helping the mainline agencies to help their brands get on to this. So we've often on helped out various mainline agencies within the group to help their brands transition on to digital. You know, so they've been declared that it's coming from whether it's an offline division, whether it is, you know, mainline agencies for that matter. So that's happening. In respect for our set of clients, you know, we've been partnering with them, bringing, you know, various novel solutions that go beyond brand communication and, you know, something which is, which more on, you know, contactless delivery system, virtual product augmentation, digital commerce, digital transformation of their businesses, how they could track, how they could make sure their dealers get the orders and they fulfill all of those demands that are coming from the clients because a lot of, and, you know, to be really some of the clients were only so much mainstream driven. They did not have any licenses for selling of items on digital. So today they found the need of it. And, you know, we are looking at, you know, and they just can't shut down the entire retail store that they've been operating all this while they have. There's a lot of, you know, employment at the stats to it. So we're finding ways how we could solve and facilitate, you know, businesses at that front as well. So it's, you know, I would say that, whether it's a mainline or a digital, we all have to be hand in hand work towards the benefit and the better for the entire society rather than comparing ourselves, saying that, you know, this is my time versus, that was your time. Perfect. So, times have certainly been trying and digital agencies have anyway been accustomed to being on your toes as they say, you know, it's a constant on your profession. So how are you, you know, kind of pulling this off and managing to keep going as there's a stream of dreadful news affecting us and there's B2 fatigue and then there's so much happening? Yeah, it's a lot of a challenge out there, you know, today. So we've been into calls since 9 o'clock in the morning to 12 o'clock in the night. So that's been something that we have never imagined. So a simple task that was just, you know, you could give a feedback just passing by a system of anybody. You probably should do that. That's exactly not happening now. So it's become even tough to communicate a very basic thing of changing a particular design or tweaking a particular copy. So the entire process takes presently 20 minutes or 30 minutes call, which was a 20-second job. So it's really tough for us. But, you know, and there's also a role of, you know, being on lockdown, there is psychological effects to it. But, you know, we are holding it strong. It isn't easy. But we constantly, you know, learning as the day passes, there's something or the other that's happening. So there are additional efforts and as that put by everyone across different roles, you know, because it falls for it, where the main support in terms of the entire group, Denso group, who's been very helpful to us saying that, you know, and keeping the safety and the health of the employees as the priority for everyone, they said that, you know, they've made the decision in such a fashion that people don't have to actually attend or be at offices. They said that, you know, be safe more importantly and the work from home system can, you know, proceed despite we see the world as being open for most of the offices are functioning. But they said, let's be a bit slow on that because we still know the data is still out there. So that's been there besides that they've been also some initiatives by the HR with a fantastic initiative where they've moved in some health and wellness experts who conduct, you know, some sessions. There's one session also scheduled which is around yoga and stuff like that. So, which gives the moral, manages the stretch and keeps the sanity of the employees together. So there's this active participation that happens from a lot of people. So we've been also experimentative and we've been resilient in our approach and that really has helped for us. Thankfully, we have a very self-motivated team who's very understanding and pathetic towards each other and the brands and the need because they all understand and what brands are going through, you know, and that really helps us to pull everything all together and fight against all odds, right? To be on a road because most importantly, it's your team who has to be there to be able to shoulder fighting any battle for theirs because one person can't win it all. And from taking the lead to... So we're filling in for people who kind of... because there's so many things that one has to do when one is at home. So they kind of step up and fill in for others that that's also happening. And so we also are leaning towards technology even more in these times to connect, to convey, to convince and even celebrate the victories and more importantly, to take care of each other. That's how we've been doing. Super. So tell me about how your clients have been approaching this situation overall? See, so there's been... and that's a fact that a lot of clients are in a tough situation because there has been projections that they would not be meeting and the sales... overall market scenario is pretty low. So they're aware of it and they'll take their own time to cope up. But they're all very optimistic about it. So some of them are finding ways to be more meaningful and caring for the customers while some are looking ways to diversify and send in their existing offerings. So for example, Diageo, one of our brand actually is looking forward. At the initial phase they ventured out into manufacturing sanitizers. And going forward they're looking how can we look at an alternate delivery system? How could we deliver more experiences to our customers while they're at home and they know that while the liquor shops are open but that's also not a safe environment. So there are ways and means that are being looked at. They're also experimenting. So they come up with a challenge. It's what the challenge was. This is the problem. How do you think that we can address it? And we together jam and figure out a way to tackle that situation. So they're all battling out with it and more importantly the entire situation has made clients to be more active than from complacent that they were before. Because everything was in a safe pattern. Today it's completely upside down. The situation has completely turned everything upside down. Today's situation has made a CMO become a CIO or a CSO which is a chief solutions or innovation officer for that matter. He's no more looking at marketing but he's looking at ways to figure out solutions whether it is about the health and safety of the employees or whether it's about the health and safety of the customers. How could they, their demand and needs could be met. So all of that is happening. Everyone is working towards it. We really don't know how things unravel for us. But the clients are, they know he's helpful. He's been working as partners for them. So that's how it has been. So lastly, I want you to give out a message to brands and to agencies on how you think they should stand out of the clutter rather than being it. So a very interesting question I would say because in these times we've seen every brand talking the same language and getting their own message out which has been said by some other brand. So importantly, the three things that a brand should look at or agency should look at. First of all, we should stay away from the need to kind of a thing because of your competitors already done it but you need to be more genuine and take what you say and do. So if you get your action, you will find this voice and it will be heard. So that's the most important thing because today we see that someone has already sent out a communication or a message every other brand wants to just replicate that thing saying the same thing. So it really doesn't work. Secondly, most importantly, you need to find a purpose that's closest to you and resonates with the customers. However small or however big it might be but you will definitely find the likes of the audience because a very small deal might also find an audience which has the similar likes and who has the same objective and they believe in the same cause. So one has to be really purpose driven. Thirdly, find and explore new ways and forms to tell stories because inherently we all love stories. Cinema could be a great example for us who told the stories in this same story in many different ways and perspectives. So that's what's important and we should looking, going back the same but how do you narrate the same thing differently is what matters. That's what even craft comes into that picture. Even the narration, the way it is scripted. All of that comes into that. There was a lag. I think there was a lag on the last point. Okay. So what I was saying, the third point was explore new ways to tell stories because inherently we as humans love stories. And for us, if you look at cinema, cinema becomes to be the day inspiration for us, right? Where we've been telling stories the same story. So that's what is more important. We need to have a new perspective, find new ways to tell a story which is something which everyone connects to. Example Kia, same story, told in a different way and well received by the audience. Perfect. Thank you so much, Anadhi, for your time and for the superb conversation. We had a really good time chatting with you. Stay safe, stay connected. Surely. It was a very good time. Take care. I'll catch up with you at your office if things get back to normal. Absolutely. Would love to do that. Thank you.