Pandeymonium

1. Embrace the Power of Your Creative Factory

Every creative person is the result of the environment in which he or she was brought up.

Environment shapes creativity. A creative person's upbringing, family, friends, and experiences form the foundation of their creative abilities. The author's family, especially his parents and siblings, played a crucial role in his development. His father, a gifted artist, instilled a love for poetry and performance, while his mother nurtured their artistic talents.

Family as Google. The author's large family served as a vast repository of knowledge and inspiration. Each member contributed unique skills and perspectives, from literature and music to mythology and history. This "personal Google" provided answers, insights, and support that shaped his creative journey.

Build your community. The key is to build a community of friends and people around you who possess different talents. People who we can learn from, no matter what their area of expertise. People whose criticisms are constructive and whose appreciation is genuine.

2. Life Lessons from the Cricket Pitch

Cricket would become a category—and I would become a category expert.

Cricket as a teacher. The game of cricket taught the author invaluable lessons in teamwork, patience, strategy, and leadership. His experiences on the field shaped his approach to advertising and business. Cricket taught him how to accept both defeat and victory alike. The longer form taught him patience, it taught him how to anticipate developments, and form strategies.

Travel and exposure. Cricket provided opportunities to travel across India, exposing him to diverse cultures, languages, and landscapes. This exposure broadened his understanding of the country and its people, enriching his creative work.

Passion translates to expertise. The author's passion for cricket translated into expertise, allowing him to create impactful campaigns that resonated with a wide audience. This passion became a valuable asset, setting him apart in the advertising industry.

3. Find Artistry in the Everyday

These carpenters, to me, were artists.

Artistry in craftsmanship. The author's fascination with carpenters, cobblers, and other artisans stemmed from his middle-class upbringing. He recognized the artistry and dedication in their work, learning valuable lessons about customer satisfaction and striving for perfection.

Respect for the craft. The author's father demonstrated respect for the craft of the carpenter, and the better the furniture would turn out to be. The more my father demonstrated respect for the craft of the carpenter, the better the furniture would turn out to be.

Inspiration from unexpected places. These interactions provided insights and inspiration that later influenced his work on the Fevicol account. The memory of these conversations is a form of research, though not as structured as people might think it to be. The conversations gave me the opportunity to mine them for their thoughts and insights which are much richer than a study that might be conducted by somebody who has never interacted with a carpenter in his life.

4. Mobile Learning: Heritage on Wheels

You think email liberates your mind. I think the Indian Postal Service liberated a nation!

Travel as education. The author's travels with his father to remote rural areas of Rajasthan provided a unique perspective on Indian life. These experiences instilled a deep appreciation for the country's diverse cultures and traditions.

Trains as classrooms. Train journeys, especially in unreserved compartments, offered opportunities to meet people from all walks of life. These encounters provided valuable insights into human behavior and storytelling.

Payback time. The author's experiences with the Indian Railways and Postal Service inspired him to create impactful campaigns for these organizations. This was a way of giving back to the institutions that had shaped his understanding of India.

5. Unleash the Child Within

Don’t let the child in you die. He or she is the genius. You are not.

Childlike wonder. The author emphasizes the importance of retaining a childlike sense of wonder and curiosity. This allows for fresh perspectives and innovative ideas.

Disney's influence. A trip to Disney World sparked a realization that adults, too, crave childlike experiences. This insight led to the creation of the Cadbury Dairy Milk campaign, which celebrated the joy and spontaneity of childhood.

Purity of thought. The author learned that nobody rejuvenates the child in you like Disney does. They come up with human stories that touch parents and children alike. They have the purity of a child’s thinking, and messages which are woven without preaching.

6. See the Human, Not the Title

We all need to look for the human being behind the manager, behind the designation.

Beyond the business card. It's crucial to recognize the human being behind the professional title. Preconceived notions can limit opportunities and relationships.

Empathy and understanding. Patience and empathy are essential when dealing with clients, especially those in large organizations. Understanding their systems and processes fosters collaboration and friendship.

Breaking the rules. The author shares stories of Unilever managers who bent or broke rules to support him during personal crises. These acts of kindness demonstrated the importance of human connection in business.

7. Dig Deeper Than Research

I hate researches where regular human beings are asked stupid questions. Obviously, you will get a stupid reply.

Beyond surface-level data. Traditional research methods often fail to capture the true essence of consumer behavior. It's essential to go beyond the surface and understand the underlying motivations and desires.

Real-world immersion. The author advocates for "real research" that involves immersing oneself in the lives of consumers. This includes traveling to small towns, eating local food, and engaging in conversations without an agenda.

Authenticity and insight. This kind of research destroys presumptions and teaches us things that the tourist or superficial research never can. For example, I remember shooting at a little hill station in Gujarat called Saputara. To begin with, I hadn’t known previously that there was a hill station in Gujarat.

8. The Soul of Communication: Music

The music in an ad film should not intrude or intimidate. It must live the script and entertain, involve and engage the viewer.

Music as a connector. Music is a powerful tool for connecting with audiences on an emotional level. It transcends language and cultural barriers, creating a shared experience.

Beyond jingles. The author emphasizes the importance of using real music, not just jingles, in advertising. Music should enhance the message and entertain the viewer, not simply sell the product.

Originality and inspiration. While original music is often ideal, existing songs can also be effective if they fit the script perfectly. The key is to find music that resonates with the brand and its message.

9. Celebrity is Not Enough

When you work with a celebrity, the viewer must find the celebrity, the script and the idea memorable, not just the celebrity.

Beyond star power. Simply featuring a celebrity in an ad is not enough. The script and the idea must be strong enough to stand on their own.

Commitment and involvement. The author admires celebrities like Amitabh Bachchan and Aamir Khan, who are deeply involved in the creative process. Their dedication and attention to detail elevate the quality of the work.

Authenticity and responsibility. Some brand ambassadors understand how hard agencies and directors work. The final product is as much a reflection of them as it is of us. In the case of really big-name celebrities, it’s perhaps a greater reflection of them than of us.

10. Build Your Board of Advisors

A good idea becomes great when you involve more minds.

The power of sounding boards. The author emphasizes the importance of having trusted advisors who can provide honest feedback and constructive criticism. These sounding boards can help refine ideas and identify potential weaknesses.

Diverse perspectives. It's beneficial to seek feedback from people with different backgrounds and expertise. This can lead to new insights and perspectives that might otherwise be missed.

Trust and vulnerability. The more insecure you are about your idea, the less you will share it and the less the possibility for a good idea to become great. The important thing is to look for those who have no axe to grind, who have only your interest in mind.

11. Great Clients, Great Work

The biggest rule of our business is that great clients get great work, good clients get good work and not-so-good clients get bad work.

Partnership is key. Great advertising is the result of a strong partnership between the agency and the client. This partnership requires trust, respect, and a shared vision.

Bravery and risk-taking. Great clients are willing to take risks and push the boundaries of creativity. They trust their agency to deliver innovative and impactful work.

Long-term vision. The author highlights clients like Pidilite, Asian Paints, and Vodafone, who have demonstrated a long-term commitment to their brands. This commitment allows for the development of enduring and memorable campaigns.

12. Multiculturalism: The Key to Global Success

Multicultural is a statement of humility. It says that the company is not the king, the consumer is the king.

Beyond multinational. It's not enough to simply have a presence in multiple countries. Companies must also understand and respect the cultures of those countries.

Local insights. Successful global companies have local teams that understand the nuances of their markets. This allows them to create communication that resonates with local consumers.

Unity in diversity. The challenge in India is to find the common threads that unite its diverse cultures. By focusing on these shared values, companies can create communication that appeals to a wide audience.

Last updated: March 3, 2025