{"id":18539,"date":"2021-03-04T00:00:00","date_gmt":"2021-03-04T05:00:00","guid":{"rendered":"https:\/\/tomilli.com\/en\/?p=18539"},"modified":"2026-02-24T15:19:08","modified_gmt":"2026-02-24T20:19:08","slug":"the-audience-had-moved-towards-a-subscription-model-how-many-people-are-seeing-advertising","status":"publish","type":"post","link":"https:\/\/tomilli.com\/en\/the-audience-had-moved-towards-a-subscription-model-how-many-people-are-seeing-advertising\/","title":{"rendered":"“The audience had moved towards a subscription model: how many people are seeing advertising?”"},"content":{"rendered":"

Mumbai, India. <\/strong>Anish Varghese, <\/strong>Chief Creative Officer at Isobar<\/p>\n

Tomilli: How to achieve powerful creative concepts?<\/strong><\/p>\n

I am sure a lot of people will agree with me, in 2021, it’s a clever & intelligent situation.<\/p>\n

A concept can be powerful when there is orchestration, happens among media, particularly in a connected world which we are living. The success of the creative concepts depends on when these connected media talk to each other. It could be social conversations to film, or a film to an app, there is a bunch of orchestration we can witness in this gigantic, connected world.<\/p>\n

As a creator, the key is on \u00a0how we carry forward the story throughout and how we walk along with our potential follower or fan. Wherein our larger story to build a value on him\/her is the core. Once the delightful story built with the orchestration, we could say it’s a powerful concept.<\/p>\n

On the principles front, firstly, prepare yourself to discover your inspirations. It’s a linear process, just like how a kid builds a structure with the building blocks. Couple of tips I could recommend, trust me, guys… I’d seen results.<\/p>\n

Use the Pomodoro technique to better the concentration – Focus for 25 minutes at a time and then take a break. It\u2019s a mind-hack that helps you focus better.<\/p>\n

Give yourself a deadline, as deadlines have psychological power – make the timeframe fun, sometimes the stress which you are in, on its own is a motivator. The crux of the idea of some award-winning campaigns I worked stemmed out from critical timeframes.<\/p>\n

How do you audit the power of an idea before it goes on the air?
\n<\/strong>Ideas influence how people feel. Solutions move people to act. An engagement idea is a sweet spot \u2013 it invites an audience to interact with a business, and increasingly this takes place in the virtual world. I would always look for a \u2018participatory\u2019 approach, where the audience is no longer an observer of the brand but becomes part of the brand story.<\/p>\n

What is the best example of powerful and effective creativity for you? Why?<\/strong>
\nI would address why first.<\/p>\n

In this connected world, if the idea can build a \u2018participatory\u2019 approach, where the audience is no longer an observer of the brand but becomes part of the brand story. Which facilitates a value by showing its customers what it offers – for me that’s a powerful engagement idea. There is an orchestration of user journey has to be defined here, which makes the idea even more effective in terms of sales.<\/p>\n

I can reiterate my thoughts with an example, Burger King – The Whopper Detour – https:\/\/youtu.be\/Tea-M817hJY<\/a><\/p>\n

Here you could notice, the user is a part of the whole campaign journey, he is not a passive viewer, rather a core milestone on every touchpoint.<\/p>\n

How much does advertising really influence the purchase decision?
\n<\/strong>The percentage is very low, we are living in an era in which people are buying a product which doesn’t even have a physical store or an ATL campaign.<\/p>\n

The audience had moved towards a subscription model like Netflix, Spotify, YouTube Premium etc. How many people are seeing advertising?<\/p>\n

We may have to find new ways to influence the purchase decision, ‘just advertising’ have to be relooked.<\/p>\n

Advertisers: Are we sellers or influencers?
\n<\/strong>We are influencers, as we’d migrated a long way from the selling aspect. As I mentioned earlier, we are living in an era in which people are buying a product that doesn’t even have a physical store or an ATL campaign. In this scenario, the brand must achieve followers who believe in the value of the brand, who eventually fall in love with the product.<\/p>\n

How much has the advertising discourse changed in the last decade?
\n<\/strong>A lot, even the expertise required has changed. I usually call my CD – Creative Solutions Director.<\/p>\n

The new way of approaching creative is to imagine that we\u2019re taking our audience on a rollercoaster. There are a start and an end and in between, we build various touchpoints \u2013 entertainment \u2013 stories that guide people to interact with our brand.<\/p>\n

Today, the Creative Director is building an amusement park. Building actionable ideas, where solutions and stories become one big experience.<\/p>\n

So, this analogy should ease that creative anxiety: ideas are still fundamental, but digital and consumer expectations are changing the role they play. And it\u2019s going to be one hell of a ride.<\/p>\n","protected":false},"excerpt":{"rendered":"

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