In 2024, Plainspeak, an independent agency from Kerala, celebrated nine years in operation. Starting in a small Kochi office with a single client, the agency has expanded to serve diverse industries such as hospitality, fashion, F&B, education, real estate, retail, ITES, and eldercare. Along the way, Plainspeak has earned numerous accolades, including Creative Agency of the Year at the Bangalore Advertisement Club’s Big Bang Awards, Best Agency in Kerala at the Pepper Creative Awards, and honors at the Maddys by the Ad Club Madras, ThinkPot by the Ad Club Delhi, the Abby One Show, and Kyoorius. Now preparing for a nationwide expansion, Laj Salam, Founder & Managing Director, and Praveen Rajmohan, Co-Founder & Director, discussed their achievements, fostering innovation and creativity within their team, and their wide-ranging clientele with Medianews4U.com.
Sharing stories behind some of their most successful and award-winning campaigns which illustrated the agency’s ability to create emotionally resonant and impactful marketing, Salam said, “One notable campaign was for KPL Shudhi Cooking Oil- a well known household brand. When KPL Shudhi Cooking Oil approached us for a brand recall campaign, we knew it had to go beyond just reminding people of the brand. We wanted to forge an emotional connection that resonated with their core values.”
The challenge was to create a message that captured the essence of KPL Shudhi’s commitment to purity and its positive impact on health. That’s how the “Hridayam Shudham” (Pure Heart) campaign was born.
“We crafted a heartwarming film that showcased the power of good food to bring people together and celebrate life’s simple joys. The story centered around a thoughtful chef who used KPL Coconut Oil to create a delicious meal, not for his guests, but for his kind maid on her birthday. This unexpected twist resonated with audiences, highlighting the purity of both the KPL products and the act of kindness itself,” Salam said.
“The campaign’s success was phenomenal. It went viral within days, garnering positive attention and solidifying KPL Shudhi’sassociation with purity, care, and a dedication to well-being. People not only recognised the brand name, but they connected it with the concept of purity in its entirety – the purity of ingredients, the purity of taste, and the purity of human connection,” he recalled.
“This campaign’s magic lay in its ability to transcend product promotion. It became a story about recognising those who often go unnoticed, celebrating the act of giving, and the importance of sharing a pure, heartfelt experience – all tied seamlessly to the KPL Shudhi brand identity. It wasn’t just about selling a product, it was about reminding people of the good in everyday life, and the positive role KPL Shudhi plays in creating those moments,” Salam added.
Sarathy Without Arms. With Determination.
“Another successful campaign was for Sarathy, a renowned Maruti dealer in Kerala, aimed to create an impactful video for Women’s Day, celebrating the amazing achievements of women and inspiring societal change,” recalls Rajmohan.
Their vision was to spotlight the extraordinary story of JilumolMariet Thomas, the first Asian woman without arms to obtain a driving license. Jilumol’s journey wasn’t just about driving a car, it was a powerful symbol of human resilience and determination.
Rajmohan continued, “The campaign aimed to break down two key barriers: societal norms surrounding women’s driving abilities and the misconceptions about inclusion for people with disabilities. By showcasing Jilumol’s triumph over adversity, we wanted to shift the narrative from sympathy to admiration. We envisioned her not as someone to be pitied, but as a superhero who defied limitations.”
The entire video, from the narration and music to the visuals was carefully crafted to capture this heroic spirit. It wasn’t just about showcasing her driving skills; it was about celebrating her indomitable spirit and inspiring others to achieve their dreams, regardless of circumstance.
“Ultimately, the “Without Arms. With Determination.” campaign was a resounding success. It sparked conversations, challenged perceptions, and most importantly, inspired positive societal change. This campaign allowed Sarathy to subtly reinforce its commitment to empowering women and promoting inclusivity, leaving a lasting impact that went far beyond the domain of car sales,” he added.
Plainspeak’s story telling philosophy
Plainspeak’s approach to creating campaigns that resonate locally while maintaining broader appeal is rooted in powerful story telling.
“At our core, we believe powerful storytelling is the key to crafting campaigns that resonate locally while maintaining a broader appeal,” underlined Salam.
According to him, the journey begins with a deep dive into the target audience.
The agency delves into their behaviours, cultural nuances, and backgrounds. This understanding allows them to create stories that feel authentic and relatable, reflecting their lives and aspirations.
“Every narrative we build is an extension of the target audience itself. It’s not about creating a story and then forcing a brand message into it. It’s about weaving the brand seamlessly into the narrative fabric. When the story resonates deeply, the brand association becomes natural and memorable,” Rajmohan said.
“The beauty of storytelling lies in its universality. A well-crafted narrative surpasses language barriers, connecting with audiences on an emotional level. This is where the broader appeal emerges. We use storytelling as our primary focus, ensuring the campaign attracts viewers from all walks of life, regardless of location.
In short, we don’t create separate campaigns for local and broader audiences. Instead, we create a powerful, locally-grounded story with universal themes that resonates with everyone,” Salam added.
Strategies for enhancing client engagement and standout brand messaging
At Plainspeak, engagement and standout brand messaging hinge on a few key strategies.
One crucial approach is conducting deep dives into brand identity. The agency doesn’t create campaigns in a vacuum; instead, they immerse themselves in each client’s world, exploring their unique style, systems, principles, and brand voice.
“This thorough understanding of the client’s DNA allows Plainspeak to craft messages that authentically reflect who they are. Another strategy involves infusing brands with personality,” said Rajmohan.
Plainspeak treats brands as living, breathing entities, giving them distinct personalities that resonate with their target audience.
“By ensuring brands speak in a clear, human voice, the agency fosters a sense of relatability and connection, paving the way for meaningful relationships between the brand and its audience. Plainspeak also emphasizes the power of simplicity,” Salam said.
The agency believes that clarity is paramount, as convoluted messages often get lost in translation. By striving for simplicity, Plainspeak ensures that their brand messages are direct, easy to understand, and leave a lasting impression.
Fostering innovation and creativity
Plainspeak fosters innovation and creativity within its team by promoting a culture of open collaboration and mutual respect. The agency operates under the belief that a good idea can come from anyone, regardless of position or experience.
“We operate under the philosophy that a good idea can come from anyone, regardless of position or experience. Every team member, from our admins to senior creatives, is encouraged to share their thoughts and participate in the brainstorming process. We listen to all ideas without prejudice and evaluate them based solely on their merit. This eliminates the “my idea” vs “their idea” mentality and fosters a true meritocracy of creativity,” Salam underlined.
Rajmohan added, “Open discussion and healthy debate are cornerstones of our creative process. We actively encourage team members to learn from each other. Our Gen Z colleagues bring fresh perspectives and the latest communication nuances. In turn, our seasoned veterans share classic storytelling techniques and campaign strategies. This cross-generational exchange ensures our ideas stay relevant, innovative, and impactful.”
Client engagement and long-term relationships at Plainspeak
The agency partners with a diverse range of clients across various sectors including, Real Estate, FMCG, Hospitality, Healthcare, Finance, Automotive, and Education.
According to the Founders, this breadth of industry exposure allows them to continually challenge themselves and apply their expertise to a multitude of industries.
“It’s important to us that we approach each client as a unique entity. We take the time to understand their specific market segment and tailor our strategies accordingly.
We take immense pride in our client retention rate. Many of our clients have been with us since our inception ten years ago. Our approach is catered around truly listening to our clients. We ask insightful questions to understand their goals and aspirations, ensuring a collaborative environment. It’s not just about generating profits, our success is intertwined with theirs. By helping them achieve their communication objectives, we create a win-win scenario and a positive connection,” Salam added.
According to Rajmohan, Open communication is vital.
“We maintain a constant dialogue, ensuring concerns are addressed promptly and proactively. This transparency and willingness to rectify any issues build trust and strengthen our relationships. Over time, many of our clients come to see us as an extension of their team, a trusted partner on their communication journey. This collaborative spirit is the foundation for our long-term client relationships,” he added.
Impact of Awards
Plainspeak has garnered significant industry recognition including awards like the Abby Awards and Kyoorius. These accolades go beyond mere validtaion of their work : they serve as powerful motivators for both the agency and its team.
“Winning awards fuels our excitement and pushes us to constantly strive for excellence, tackling even more incredible projects. For our team, these recognitions are a tremendous source of inspiration. They serve as a tangible reminder of their talent and the impact of their contributions. This can be a catalyst for unlocking their full potential, pushing them to constantly learn, grow, and achieve their career aspirations. Moreover, awards are a shared victory. They celebrate the agency’s success while empowering our team members to take the next leap in their creative journeys,” Rajmohan added.
Plainspeak leverages its award-winning status strategically to attract new clients and projects.
“Winning awards is undoubtedly an honour, and they do garner attention. These recognitions serve as a conversation starter during client pitches, putting Plainspeak in the spotlight,” Salam said.
“However, we understand that awards alone don’t win clients,” he added.
According to Salam, the agency’s primary focus during pitches is always on their work itself.
“We showcase our storytelling expertise and how we have helped other brands achieve their communication goals. Ultimately, clients are looking for an agency that can effectively tell their story and deliver impactful results. We believe the quality of our work speaks volumes, and awards serve as a valuable endorsement of that quality,” he added.
Expansion plans
The agency is focused on enhancing digital and creative capabilities leveraging market trends, technological advancements, and evolving client needs.
The agency’s future plans include strategically diversifying and expanding into new markets within the state and across India.
The advertising landscape is constantly evolving, shaped by emerging technologies and shifting consumer behaviors.
“At Plainspeak, we believe that while the techniques may change—from CGI and AI today to new innovations tomorrow—the fundamental principles of effective communication remain timeless,” underlined Salam.
“Our approach to navigating this dynamic landscape is rooted in agility and adaptability. We actively engage in industry conversations and monitor emerging trends and technologies. By staying at the forefront of these changes, we can seamlessly integrate new tools into our storytelling toolbox,” Rajmohan said.
“However, we believe the future of advertising goes beyond just technology. It’s about creating immersive experiences that resonate deeply with audiences. This future might involve interactive experiences, personalised content, or even integrating advertising into daily life. The challenge lies in striking a balance, utilising technology to enhance experiences without sacrificing the core message and emotional connection,” Salam concluded.
