 Hello and welcome to another very special episode of our series meeting all odds in the series We are speaking to leaders who in last eight weeks have fought back every challenge thrown at them by COVID-19 to keep their business going With me today is one such leader. Mr. Raj Deepak Das MD and CCO Leo Burnett, South Asia Welcome to the show Raj. Thank you, Nadia Hope you're doing well. You're safe. Everyone at home is safe It's thanks God everyone is sick except my dad who decided to go in the Take care of the patients now because he's a doctor. He can't sit so so I think It's a very difficult time for doctors. Yeah, I think what he said, you know your dad You are already 70 years old but he said the doctor you have to go in the front So that's it otherwise everyone else is at home. Everyone else is home And then and inshallah he too will be fine. He'll be fine since he's gone there for a noble cause So Raj coming to the interview. I wanted to first understand from you How challenging is it for a creative person to be locked in a house and continue to Do creative work? You have come out with so many campaigns in this during this lockdown You did HDFC, you did Oreo, you did Oreo. You're doing so many campaigns From where are you getting your motivation and not just you your entire team and how are you executing it? Okay, so before we start let me tell you what most important thing about a creative industry The biggest freedom is a creative you can get is not having any freedom And that is what exactly is happening. You know when you are don't have a freedom You actually find new ways to create things as you see There are a lot of new ways has to be invented to create the creation that we are creating or Executing the ideas that we have because a lot of old ways that we are used to creating are being shot I think one way is great because then it's actually forcing us to think which is not regular Which has not been done before but this is not mundane So either starting out from HDFC Bankwork which is going out and creating a small activation We're turning into massive activation all over India or starting a platform for Shadi.com Where you're what they call that getting online wedding for the first time ever in the history Happening. Yeah, it's a massive piece of work. By the way, it's a massive piece of online wedding Yes, I mean I've done it a few online birthday parties for my son Online wedding we have started on it for Shadi.com. We have worked on create a platform for them now So it's massive now people wanted to get online because see if the India the Murad is the best most important thing Yeah, Murad no nine if you lose the Murad then the wedding can push for under six months one year or two three months So if you have a time now you have to get married. So we actually shut it online wedding for our client Shadi.com Again, I'll talk about three weddings already three weddings already Yeah, that's right. It's a wedding wedding at the best part about the wedding about this is one Because the girl is in Barely the guys in Bombay Mumbai and other couple is back together other come on the summer How are they? How are they doing their rituals? online I mean considering that that they are there are Hindu families and Hindu wedding. How did they do their paras? So there are fire in front of them sell the fireman of the prepundin and the fireman to the girls So all the three virtually doing the same thing what the pundit is asking them to do. It's a so it's like where you call that We actually when you have an idea. So we first thought he exactly what you said. This is how we do it It says okay what we need for a wedding we need Pundit yes, you can get a pundit, you know, Moana, okay, we'll find Moana if a priest you'll find a priest So these are the three things that find it out after that So you can find those three things with the online you can be done anything So we actually found those things we found actually one priest we found Moana Then we found two three pundits and everything and and let's do it because for a lot of people they've been waiting for years to get married and For the moorahs and on Shadi.com they met someone and everything and then waiting to get married and suddenly the covid the lockdown happened It is these are starting as I was doing something big and why not there's always something first time You know like and like it says you put it to the corner as you remove all the freedom and that that's the best freedom we can have Interesting, I mean do invite me next time you do a watch In fact the last one happened the BBC London was there Literally like I'm kidding. So there are literally all the international medias of walking in because first time ever some French media houses are there and everything But they're like wow, there's an Indian big Indian fat Indian wedding fat big Indian wedding It's a big thing for them, right? It's like it's like Indian weddings are known for their what the grandeur and everything How are we doing a wedding like this? So when people start walking in and seeing it We are actually having a makeup session happening. We are having a many sessions happening We are having a dole session after party happening. So everything everything literally the one side They're gonna love it. One side is doing one like the little girl a little girl and proper proper wedding. Everything is online. Trust me So it's fun. It's fun. It's really interesting. So you you really had a had a fun lockdown So we actually are very very interesting lockdown happening like I said, I kept so so we have we just did something piece of work for Thank you. Thank you mom. Thank you mom for PNG corporate film Again, when you're getting into that so you can they get people to act in the home Your friends to act in a home. It's easy. You know what I mean? I can call my friend This is can you act in a home or someone to tell they can do this it's better now We actually have to find front-line workers like health workers or bank workers or Police man or police woman who are in the front and doing actually they're doing their job and we to integrate their kids What they feel about it now that that you can't fake it up You know, this is a story between the mom and a child the relationship with a mom and a child The entire thing is about about among all those COVID situations while the moms are doing all the big things in the on the front But they have not forgot for getting the small things about the child Are you washing your hands or coming back on time? Don't go out. Are you doing your homework and everything? And it's just the beauty of the motherhood like you know, and you look at it and says whoa How did mothers do that? You know and mom's do that and so we did something else. Thank you ma. Thank you I thank you a mark. So we did an entire campaign on that as a big piece of work again experimenting on things to figuring out What can we do? This is what we have and when you have this much you have to create but what you have don't expect what you don't have Don't cry for what you don't have just enjoy what you have Like my next question is related to you know, what you're saying now There's so much you had never thought or nobody had thought that was possible sitting at home Which you have executed now. How is this going now once we go back to the routine life? How will it change production and other things for creative people because You know clients have also sort of understood that you can do certain things with lesser cost or you know A lot of things can be executed without those big production Pudgets so do you foresee a kind of Cut in the production cost also. This is a difficult year Considering that businesses are shut or you even if if not talking of this year What kind of long-term changes do you think this period will have on? creative side of agencies I Think I think let me tell you something nice user said And I hear that When things to be normal This is a new normal by the way if you're expecting us all to be 700 people under one roof going to happen in next one year. I don't think so happen Like today I had like we are talking to the all my Creative team business team and the planning team together. We had a meeting and so every week we have one meeting I'm talking about what's happening. What we've done and everything and And today morning I got up saying that when I go back to office, I will talk face and everything When I go back to office there will be 20 people The next day there will be some other 20 people if it's the expectation of thinking key everything will be fine And it's going to come out if this is a new reality and start executing things in this new reality and that is where the truth is and if the truth is this so if your execution style will also change and Like we can we can see that like production we talked about with the client will spend money Our client will not spend money It's a simple if the idea needs money the idea needs money if idea doesn't need money I don't need money, you know if I need to create something like avatar and I have money of one lag Five lakhs. It doesn't look like avatar if you look like maybe I don't know a cheap cartoon comic strip You know what I mean if you need to be done in a film in a soup up It can be done in a super if the idea is super if you look at it What's happening for instance when you have time work with me? That's a super like the exactly COVID one or you see the Moldy we call that Bucking it can be simple product shot you can do it before before COVID But you can see that sometimes what what your idea needs if your idea needs exhibition. Yes, you'll have to shoot We don't have a chance to shoot if your idea don't need a big exhibition You don't need to shoot, you know if idea needs to line will do it and forget about shooting by the way You know what the like entertainment. I'll tell you it's a creative and the TV sees again We are we are we're shutting down the industry by saying a creative is only doing TV sees and bring the production houses No, as a creative our main job is going to be started as as creating platforms getting Services creating maybe our tech platforms from clients and business platform for clients I think that will be the biggest thing for us here in the next one year Starting from like having from last two months before to next one year. How we transform our clients Not through getting TV see but other way. Can we see something else? Can you work with the CTOs? Can you guys see that here? Not only the CMOs, but I'm working with the what you call the CFOs With a field head and everything will find a new way of doing it and R&D team and that's going to be the biggest thing for us Have I have already some clients approached you and you That there there is change of conversation now when you speak to your clients Now you're like we started the same thing about three four years back that you know It's all about acts is all about creating platforms other it's a bhajaj bhajaj Recreating the motorbike or creating a road that home creating tech platform or India's first micro financing system by Tata capital or creating a lot of things like that Creating a platform in India and Pakistan together on Olex we have not stopped creating platforms or products or anything. That is what one of the biggest I will say our habit of going to client not without TVC, but with something that can actually change the business But now it's the best part is now you're actually because of the COVID situations and the lockdown and the businesses Lot of it is a going down a lot of business coming up in a different way. You got a chance to work with Not only CMOs you're working CEOs. We're looking at R&D department and CMOs are saying we can do this Let's talk to R&D talk to the CMOs. Let's figure out that we have finance for that We're actually started doing I can't name you the brand but already five or six big brands India's one of the biggest brands are Actually working with us on that the R&Ds and the tech lines are already started working with us So I think it's a future is going to be it's what you call it's interesting and beautiful You've done a series of ads in during this lockdown related to COVID and There are other agencies also working on Ads most of the ads that we see these days We don't see many ads, but whatever little ads that we see these days have a COVID theme around them They're trying to empathetic or they're trying to say give you a message But do you think now eight weeks later? There is a kind of COVID at fatigue. I Don't want to see more COVID ads now. I will I want to Try something I want to hear something different than I mean every forward is about coronavirus every ad is about Coronavirus can we move beyond I mean do you have you also started getting that kind of brief or are you still working on COVID related ads? Also, do you agree with me? There is a kind of Agree with you and that reason is context everything You know what I mean context is everything because You can create a contact, but if the context is not there then there is no use of it A lot of COVID ads are based on simple supers and simple pictures, but it's just brilliantly work for us because the context is so right So like I told you see it's a I remember when the COVID things started the lockdown started and I'll name the client I'll just wish to work with them and So we should present to them something and immediately after seven days Discuss again, I said yeah, it's a company car. Yeah, you know, yeah, so palace of fear So we fear so change your act now fear is become a normal then after two months two weeks to two weeks again I discussing about a week. Yeah, I mean yeah, I'll be your strategy It's a project you know, I'll be pure is a normal name. This is a it's a common thing Then become hope then becomes a what you call that there is it there is a glimpse of positivity So every day every week we are seeing a new team emerging You know what I mean think of it when the code which started yeah, there was there was uncertainty. Yeah, now the uncertainty is a certain Now there was a time of a negativity that now there's a positive They're looking at how many different time you're talking about three percent death is happening Then now we're talking changing and saying wait a second while the three percent death is happening three in two times It's 30% Almost like 30% recoveries also happening look at the amount of people getting cured. We are talking a different language There was a time is saying oh, there was a building is in law vertical quarantine. It's okay. He got a COVID. Oh, you know someone would call me now Oh, that's good. Okay. How is he? How is she they're fine? Okay. So now, you know that key COVID is not everyone who is it So now it's become a new normal for us. So every single day we can see how the Every single week every single day are the mood and the tone is changing So what you are thinking now if you don't execute today by tomorrow It's not relevant anymore because next week is a different different scenario. We are talking about something else You know what I mean? They were starting about I'm telling you starting about state home was a big deal Then they're talking about state positive is a big deal then it started about mental has become in the next thing Then starting about the what you call the migrant worker going is a big thing then talking about what you call? There's an absence has been available social distancing big thing Platinum the curve is a big thing So wait a second in we're talking me in a eight weeks of time We'll actually have 10 different insights merging up every week. So so it's a Still the COVID is going to be there. There will be new things that are popping out Maybe not the same thing that you saw but a new angle a new story a new positivity story or new hope story We've been popping out. So I'm sorry, but you have to bear with those things till COVID is not up But a new angle to it always Raju also have many clients who are Who have completely shut their productions right now? Yeah, the auto sector or travel or hospitality What kind of suggestions are you giving to them or what kind of work can you do for them? to help them recover once things start because Still there'll be a lot of fear. I mean, I don't see people going out on holidays immediately Anytime soon. Yeah, what kind of Creatives or what kind of strategy do you have for them? So I will break down into two features. First is let me tell you when I know everyone is a lot of negativity saying that the auto industry is going to get move Bloom travel industry is booming and so does the hospital industry is booming So let me break down in a simple way. This is not world war three Right the infrastructures are still there The people are still there once Once they become much safer people will be out and how Trust me people will be out and how you and me they would discuss before the video started saying that We're dying to go out Right, we're dying to eat food right the moment there is a norm of safety comes out We will just jump out to go out food. We'll travel again You know, it's it's not like I say if it's a world war three happened then your infrastructure has gone down I might want to do it, but I'm not sure if I'll do it Or maybe I'll do it alone. I may not take my children along, you know, because we still want to be careful See that's a thing when this is the future is going to be in the couple of days going to be safety Whichever brand makes you feel safer you will go for that You know, and and that's a thing infrastructure is existing So we don't have to just change the infrastructure a little bit existing things happening You change the little bit and you go for it. I'll give you a bad example for instance When you're thinking to how the airlines will operate we are talking about now alternative cheating Theater theater will have maybe in in fact between having two What do you call that? Short next to each other. They will have a half an hour break. Maybe well the sanitize and that theater I'm randomly giving examples Like I remember someone friend in Singapore was telling me every taxi or Bangkok was telling me every time a taxi come in There is a cover of it the moment you sit it you go to the next one The coach is the cover and there is a gap between the driver and the passenger. There is a cover totally So there is it's like you are going in a cocoon yourself, right? So businesses are going to change Like I told you we just are going to change and what you have to figure out is the creative solution to make the business operate Not a creative solution tell the story Right. So if I if I'm if I'm I'm a hotel industry, I'll say, you know what? Why don't you do a b c d e to make your business, right? What is the hygiene factor you are talking about it? See something can be borrowed from some other industry Look at how airlines is taking care of it. Look at it. How for instance Let's talk about the renting car is taking care of it So we are actually have to be giving more solution to that because infrastructure is there I that's a that's a beautiful part of it. The infrastructure is not going to vanish We have to just start changing things away things up and it's going to start moving See you have been talking I can already say two flights Sound in the next 10 minutes And I'm telling you 20 days back. There was not a single like I was to wait to sing a flight pass by You know in the day of five flight ways to fly in 10 minutes to two flights and that's a sign of it We are recovering fast. Of course, you have to be safer We have to be ready for all that things that should change a little bit and the business will change a lot the way we see things things for instance like You have to do what you do the best but you have to start changing yourself if you don't change you are dead Raju, we we're almost Running out of time so before I close I want to understand from you Uh, how this lockdown, you know, I I'm assuming this is the first time you're locked in your house for this long How has this changed you as a person and or maybe as a professional, you know, what kind of How has it changed your thought process? What are the things that how has it evolved you? Uh I start hitting calls Okay, we started taking calls hitting hitting calls now You know and um, for instance, I'll tell you so So I'm a more social person. I wanted to talk to people I need to have a chat with them out of a chat with them a coffee with them Coffee shops are very important and for me meeting my creative people and my business people and my people in my office Is the most important thing in my life Trust me. I my I have a social life. My social life is actually my office 18 hours in the office were there, uh, then everything is everything is your home Like that is your home first home literally um You're suddenly you are away from your home and you're away from your people that you really love and that you thought that that is your family and um You miss them and you realize uh, you realize if it happens to you You have to have an understanding of people who are out there who are alone in the city in the one room and there's no one to talk to What they will go through so the as a empathy I think you empathize. There was a human being first before but now as a creative but now Empathizing as a human. Oh my god. What's happening now to them? I think that has changed for me a lot that the way I have started looking at my people from Great creatives that I have worked with or great people that I work with to What might happen to them when they're locked on for so long Because I'm talking to them personally one by one. I can see that what they go through I think personally you you start connecting with them more You start if you always see the happy side But you now seeing the human side of them and the other thing is you uh, you realize see what are the things you need to change in your house You want to change a lot of things in your house you realize when you step off More than what you call the 60 days or 70 days in your house I think that challenge to be changed the lighting is not right. It's not work. Work friendly I think when that lockdown will open it'll open. I will make sure my house is more work friendly That's not going to do that And how have you kept your team motivated? Okay, uh, and multiple stages in fact like We try to call every day if possible like I have a list of All my creative people business people and account people like young ones who are alone in the city I try to call them as if possible if uh, if I don't call my mcb's also call them personally and because I know what they go To our dealers call them personally like those people see what's happening and talk to them every day talk to them and That is one One to one level that you're doing then becomes a group level. So we are talking to every group Uh, like working. I talked to the business group of this one of business group of that one of business group of that one Uh, that is one third is we have a lot and a lot of activities that are happening We're actually realizing a lot of people are really creative, you know what I mean Actually the advertising they are amazing singers. They're amazing dancers or musicians or they can do really well They can cook really well. I mean, no never talked about it. And I was just Sir, I made a good food. What are you saying? I cook very well. I think what I was saying, I never knew that I've been for five years with you So you are actually like I said you as a human like a human we were realizing what they are doing and you connect with them more so I think uh Lot of one to one connect is more important. And that is how we are. We are better called it energizing our people up and um, you have to do a lot now As a leader all the leaders have to do a lot. You have to reach out. You have to be accessible all the time and uh, because They're alone. You have to you have to make them Excited they have to be with them Rajit was lovely to speak to you. You are giving me access to the next virtual marriage that you are Going to organize. I'm extremely excited and curious to see how is it done? I'll keep my video and audio off That you can watch a video. Don't worry. We're allowed like a lot of people are in fact going to get married now They want to pre-pwn their marriages by the way You want to pre-pwn the marriage and do yes There are a lot of people I'm pre-pwned you want to pre-pwn the marriage and during the kovit time because this is This is history. They've been part of a history that's uh, never done before thing so Like I said you give lemon and we will lemon charge out of it. They only have a few weeks left now I will hopefully open in a few weeks It will things will be better, but this is the new normal except that Hahaha Rajit was lovely speaking to you. Thanks a lot for your time and uh, It was it was our pleasure to have you on exchange for media Stay at home. Stay safe and we'll hopefully connect again soon. Thank you very much. Thank you. Thank you