Ad world head honcho talks shop with media students

Ad world head honcho talks shop with media students
Srinivasan interacts with media school students during a guest lecture. Photo by Aditi Mukherjee
By Mohak Kapoor

Creativity, determination and struggles are the tenets of going up the advertising world's ladder of success, Wieden and Kennedy Delhi Office Head Shreekant Srinivasan said on Thursday, addressing students of the Times School of Media.

Giving a guest lecture on the “Power of Advertising to Change Human Behaviour,” Srinivasan who has worked on brands such as Maggi, Thums Up, Royal Enfield and Havells, talked about "Wiedenisms to stoke the interest of students who had gathered in large numbers to listen to him.

“These values are what form the core of the brand here at W&K,” he said, sharing his backstory from the 1990s and how a Roberto Baggio Johnnie Walker advertisement inspired him to get into the field of advertising.

He walked the audience through the ingredients of what makes for a great ad. These, he said, included mixes of inspiration, human insights, great storytelling and, lastly, the craft to give shape to an idea. He showed a set of advertisements by popular brands such as Apple, Nike, Chrysler, and Levi's to help students understand the formula of success better.

“Be ready for a lot of struggles. The industry is a great place for individuals with talent. You will need to be thick-skinned and grind constantly for the first four to five years to make your mark,” he said when asked for tips for newbies entering the industry. He also stated that being well informed about the ongoings of the advertising industry is a great tool one can have in the arsenal.

Artificial intelligence, he emphasised, will be a major force defining the future of the advertising industry. The future will be content, and it will be a challenge for professionals to capture spaces in people’s heads through ads in the era of information overload due to social media, he said.

(The reporter is a Semester IV BAJMC student)

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