Please find below our transcript of The Great Indian Marketing managed by Aadil Bandukwala & Kaushik Satish where they hosted Rajedeepak Desai. Raj is one of great minds in India Marketing & branding Arena. You can listen to the complete podcast on https://www.spotify.com/in-en/ .
The show brings on insights from the top people in the field of marketing. Rajdeepak Desai from Leo Burnett is one such person who is considered the man behind the legendary ad of Amazon, the ad which represented Kindle and many more.
Mr. Desai comes from a middle class family of doctors. It was very difficult for him in the initial days to convince his parents regarding his willingness to work in advertisements. He started his journey with studying BBM and then going on to do an MBA from MICA (Considered a Mecca in Marketing). He started working with a small firm in Bangalore and was determined and passionate enough to work long hours for the field he admired the most.
His most critical suggestion for anyone interested in the field of marketing is that get into the love of creating content and money will follow.
Always keep in mind that the customer has a very short attention span and it is important to create an ad which is very memorable.
He says Ads don’t distinguish or discriminate rather it unites the humanity.
He created Ads along with people who he considered to be the legends in the field. He says when you want to do awesome work always work with people who will challenge you at every step.
At the same time it is important to work with people who give you flexibility and accepts your vision and suggestions.
When he created the Advertisement for Amazon which portrayed the very unique and distinct Indian mentality (The very popular Aur Dikhao Ad), he mentioned that it is very important to look for historical behaviours that are distinct to particular nationality to create a lasting impact.
He also mentions that when you are trying to give a mirror to Indian uniqueness it is very important to be aware of the sentiment of being an Indian otherwise it has the potential to offend the Indian in us.
Another useful insight he shares is that when you create an ad, music is very important and without music it is difficult to create an everlasting impact.
When they were trying to launch Kindle it was important to copy the sentiments associated with the book because book is not only seen as a useful resource but has the very important function of emotion behind it.
It was very important to associate emotion with Kindle to make any sort of lasting impact and it could have been possible only if we create some element of music and emotion.
He also mentions that it is very important to realise that marketing without the willingness to make an everlasting impact is useless. It is very important to understand the pain points as a marketer that you are willing to solve.
Marketing is basically a mirror to the behaviour instilled in the public and trying to use that in order to create a sustainable solution.
He talks about how he used the advertising to bring a solution to the environmental issues. He bought upon 200 students and used the message in their hands to reflect the emergency of the climate crises.