The Covid-19 crisis has certainly changed the entire creative and communications industry. Agencies nowadays are not only creating campaigns remotely but are also pitching for new businesses. The travel and commuting time saved in a day has resulted in improved efficiency and productivity. While there has been an impact on storytelling because of the lockdown; our advertising folks have converted the crisis into an opportunity by taking storytelling to the next level.
In an effort to continuously innovate around the Covid-19 coverage on the Media, Marketing and Advertising universe; Medianews4u brings to you creative veterans who share their views on how storytelling has changed and evolved in times of Covid-19.
The Creative Master of Lowe Lintas, Sagar Kapoor, who officially is the Chief Creative Officer at the agency, talks exclusively to Medianews4u about storytelling in times of Covid-19, and its evolution post this menace.
Edited Excerpts.
Tell us about how the business for the agency been shaping up? Which are some of the recent campaigns/communication credited to Lowe Lintas that you would want to highlight?
On the business front the energy is quite positive. Speed at which work happens has increased, number of interactions have increased and even with increased interaction, decision making has become faster. Some of our recent campaigns include the Main Bhi Police campaign. It was rolled about at a national level and garnered tremendous attention. Besides that many other campaigns have been created and are being created as we speak.
While COVID-19 has struck all of us very hard… brands are still being a part of the conversation… What have been your recommendations as the Chief Creative Officer of Lowe Lintas?
Brands have been and will always be a part of the conversation. Because brands are also products or services at heart which play a role in people’s lives. So, while Covid has to be considered while creating the conversations, we should not forget the relationship of the brand with the consumer. Idea is to build on it with the Covid reality in mind and not make Covid the idea for the brand. Since the relationship will eventually outlive Covid.
Tell us how storytelling has been hampered by content production coming to a standstill? What is Lowe Lintas doing to ensure a continuous flow of content for its clients?
Content creation has definitely been affected but it has not come to a standstill. We just have to work with newer and fewer ways of creation. That said it is also a good time to invest more time in ideating and getting the message right, then producing it when the restrictions start to decrease.
Your view on influencer marketing as a medium to communicate during Covid-19 times? Do you recommend the same to your clients? How can influencers remain relevant during a lockdown?
Influencers are in the limelight at the moment, given the constraints in producing mainline content. It is faster, cheaper and is helping the brands that are relevant for the channel. But using influencers cannot be the idea. The idea is to use the right influencer with the right brand message and brand fit.
During these hard times, how are you keeping up the morale of your teams that are working remotely? How are you making sure about the mental health of employees so that the lockdown doesn’t drive people crazy?
There’s no doubt we all understand we are all in it together. Given the sheer global footprint of the pandemic, everyone is aware of its impact and results. So, it’s not about boosting one’s morale in that sense. It has become an organic process where each member is helping the other to keep the nose above the water. It has surely made all of us a bit stronger.
What is your experience of working from home?
At a personal level, I believe there was a reason for workplaces to exist and homes to exist. Both spaces in their pristine forms deserve a level of respect. So, work from home isn’t ideal in that sense. Yet it is the need of the hour, so we have to figure the ideal way of implementing it.
As a creative expert, what are some of your learnings from this crisis?
A lot of communication is getting more and more real. Since that is the mood of the world at this time. Everyone is awaiting the new reality. Hence it is a time to have conversations that are real, relatable and in tune with the times.
How will storytelling shape up post the lockdown? Do you see any new normal being adopted post the lockdown?
Storytelling has forever evolved with the times. We have been saying stories in the past, we will be saying stories in the future. Some stories will be about the past, some of the present and some of the future to come. As for post lockdown new normals, there are as many theories as we would want to believe. Most of them will unveil themselves than us trying to predict them.
Your thoughts on how the entire fraternity has come together to fight the pandemic?
What I would like to add is a wonderful feeling. Of how the marketing and advertising ecosystem have managed to keep its sanity and sanctity in these dynamic times. We all could’ve crumbled, but so far, we haven’t done badly at all!
