Sunday 14 June 2020

ARE YOU CREATIVE? RAP & FIND OUT!

ARE YOU CREATIVE? A SIMPLE EXERCISE TO FIND OUT.
(Short answer cum spoiler, YES, you are!)

People often associate creativity with the arts. Writing, drawing, acting composing, singing, dancing. Understandable. Because inherently they think you're creative only when you 'create' something new or a derivative of something. That view is flawed.

In fact, the biggest deterrent to being creative is believing you're not creative. And to have such a limited definition of creativity only limits you. Creativity is displayed often across functions, industries, categories. And often by people who have practically nothing to do with media, entertainment or the arts. As a tool to solve problems, to invent something or more. And the world needs so much more of that to take on the challenges we face today.

So, at times, some creative thinking, expressive exercises, and experiments can be so liberating. I used to often create cross-functional teams (CFT was a part of lexicon at MTV, and later even YRF) comprising people from sales, finance, production with promos, shows, marketing to brainstorm on everything from new content ideas to solving business problems, new business opportunities. And the contribution of the most unexpected people came in the most surprising ways. If nothing else, they got to know each other better and had some fun.

One smaller exercise like that I often do is also a song/ rap writing workshop. The process is quite simple and really fun. I followed this exact same process for a session like this with my son Risshan. Now Rissh is special needs, on the autism spectrum, so expressive language is usually a challenge. But this worked like magic. The pizza example I used is all him! 

Here's how it flows...
1. Pick a topic to rap about (e.g.: Food, your favorite dish, pizza)
2. Generate words that come to mind when you think of that word (e.g.: Yummy, Cheese, Toppings, Khaana)
3. Write words that rhyme with these against it (e.g.: Tummy, Please, Gaana)

4. Form short sentences, phrases with them (e.g.: Gimme extra cheese, hurry up please!)

5. Search a free rap instrumental beat/ track (there are tons on YouTube, slow, fast, gangsta, funny... you can go from Baba Sehgal vibe to Eminem on it, I suggest starting out with a slow flow)
6. Rap out the words on the track (a couple of iterations are enough to get the meter, rhythm... and then you can add some keeda lines too to polish it)

7. Take it a step further, shoot a video of yourself rapping off the phone and add in some of the keywords as supers, looks very gangsta (most smartphones can do this or download any basic app, e.g.: PowerDirector)

And you have an original rap song ready of the newest hip-hopper in town... MC (insert your name here)!

Here's a link to the end result...
Risshan's "I Love Pizza Rap".
https://youtu.be/c_gs_UMGcP0
He got a shout out from Dominos UK on Twitter!

So, try it. For yourself, your team, your kids, your family. It's liberating and mad fun. 
And don't let anyone ever tell you, you're not creative. Least of all, yourself! 

Sunday 12 April 2020

How India's 1st Transgender Band helped make the world a more welcoming place: 6-Pack Band, An Isspeshal Case Study


Background & Brief: 

Unilever’s Brooke Bond Red Label Tea targets SEC BC consumers, positioned on a theme of bringing people closer with tea as a lubricant. Their campaign objectives were to create real everyday stories of warmth & togetherness that stand out and break social barriers. Focused as a priority on West/ North. And make a low-interest category [packaged tea] more engaging.


Our Strategy & Plan: 

Tap into a very topical, relevant global theme of LGBT issues [Caitlyn Jenner, Laverne Cox in Orange Is the New Black, Obama being on LGBT mag cover, Indian Supreme Court verdict recognizing the 3rd Gender, Transparent at Emmies, Eddie Redmayne Danish Girl… were all things buzzing in pop culture in 2015. Tap into all these with music, dance & storytelling. 


And create India & [possibly] the World’s 1st Transgender Band with 6 members of the ‘hijra’ community, with 6 songs, 6 music videos. Amplify with great music, massive collaborations, and PR/ digital. 



Content & Promotions: 
We launched with a cover of Intnl. chartbuster Pharrell William’s ‘Happy’ with Anushka Sharma voice-over. Intentional, to get on to the international
radar. And followed up with an original ‘Sab Rab De Bande [the Chai song] with Sonu Nigam a high energy rap section asking people to chill out over a cup of tea. Link: https://youtu.be/msbZUmaUBuI

Followed collaborations with legend Asha Bhosle & granddaughter; superstar Hrithik Roshan, buzz videos with Shahrukh Khan, Arjun Kapoor; song for YRF’s Sultan featuring Salman Khan to widen reach. Songs in a range of English, Hindi, Marathi with genres spread across uptempo dance to soft Sufi, rap, folk, qawwali and even Stomp to deepen impact. Music videos innovated too from telling their real-life stories, mixed-media animation and integrated the brand in lyrics, video narrative and even used packs to compose music! Amplified by heavy PR and digital push with global celebrities sharing, tweeting. Embedding of songs into radio, music channels, entire telecom ecosystem. Presence at music & film awards shows and more. 

Communication Impact:
The content reached 37+ mn views [a big deal in the pre-Jio days!] Generating INR 150+ mn worth of PR besides a massive social media buzz, PR pick up in mainline, digital, English & regional press – both local, international, consumer & business mediacapturing brand essence in messaging. 

The campaign picked up India’s 1st Cannes Grand Prix Glass Lion [among world’s most prestigious creative awards], was in the Top 5 honorees in the world at the 2016 Webby’s. 9 trophies at the 2016 Emvies [Asia’s leading media effectiveness awards], 4 at the Goafest [India’s most prestigious advertising awards], Coverage in Vice’s Gaycation with Ellen Page [Juno], Posts by Sheryl Sandberg of Facebook!

Brand Impact:
84% viewers associated content with the brand. 64% consumers perceived brand makes the world a more welcoming place after this. Brand penetration up 400+ basis points. Brooke Bond Red Label grew 1.3x Vs. the packaged tea category.

But the most powerful result was when Komal, one of the band members received a call from someone after 11 years inviting her over for a meal. This was her dad who had disowned her when she came out from being Kamlesh to accepting her own sexual identity/ orientation and preference. No revenue, award, reward can ever match up to the impact of that. Because that's when content doesn't just deliver impact and reach, but it also delivers meaning!

Thursday 26 March 2020

#21DayChallenge Whatever it takes

Never before have we as a race faced something of this nature, at this scale, globally, it seems straight out of one of those Roland Emmerich/ Jerry Bruckheimer Disaster or Superhero movies where some aliens come and attack mankind. And then a mix of heroes – ordinary and extraordinary rise to the occasion and save their loved ones, themselves and the world. The stakes are always personal in such films – be it a child, a partner, or past that has to saved, salvaged. Which is what makes it relatable, compelling and fun.


Clearly, this is one such situation. The world is in danger. It’s real. And it’s here. It’s not a distant, decades away scenario. The impact is visible for all – so while your maid may not know about Greta Thunberg and your driver may not care about melting polar ice caps, he sure as hell can see this affecting him right now. The stakes are very personal for all of us. There are some extraordinary heroes, our medical teams, the frontline soldiers who are out there battling this. And some ‘regular’ folks who are also rising to the occasion – be it making chai and providing all the liftmen/ guards, or donating free meals for daily wage laborers.

It’s been an incredible reminder to all of us to focus on the essentials…
·       Spend time with the people essential in your life
·       Spend money on the basic essentials [stocking up on food, medication Vs. on general extravagance]
·       Spend effort on the essential things [taking care of yourself, your loved ones, cooking, cleaning yourself in the absence of staff, learning/ teaching new things given there’s mandatory home school for our kids and WFH for us]

There’s a theory that it takes 21 days to form/ make/ break a habit. While this may or may not be true, but doing/ stopping something consistently for 21 days straight will certainly put you on that path. So, this 21-day lockdown has certainly given us all a never-before opportunity to do/ try a few things we may have only hoped to do but never attempted. Now, we may all have multiple excuses, erm, reasons including the 5 Cs to not be able to do this including…
·       Cooking [no staff]
·       Cleaning [my OCD]
·       Classes Online [no school for my son]
·       Conference Calls, Zoom & otherwise [God bless these clients!]
·       Corona se bachna [essentially rubbish WhatsApp forwards]

But really if we have the bandwidth to take part in some of those inane social media challenges including Kiki, Kookoo, Sarees, Books and whatnot, yaar, yeh 21-day challenge toh banta hai. The difference being you challenge yourself. It could be anything among the essentials that matter…
·       Self-improvement [Physical, Mental, Spiritual, Professional, Personal]
·       Relationship [Family, Friends – Especially important in these times of Social Distancing]

So, pin down your own 21-day. There are so many tools, online courses, tutorials, ideas online. Carve out an hour in a day, e.g.
·       10-20-30 mins. [10 mins gratitude & journaling, 20 mins meditation, 30 mins exercise] or
·       30-30 [30 mins reading, 30 mins online course] or
·       60 [straight up dedicated 1 hour to 1 thing, painting, writing, dancing, chatting with your wife, whatever]

It takes 10,000 hours to achieve mastery in a field but only 20 hours to get good at something. Check out this TedTALK by Josh Kaufmann [https://www.youtube.com/watch?v=5MgBikgcWnY], it’s based on his bestseller book on Fast Learning where he field-tests, hacks and cracks some really diverse skills [programming a web application, windsurfing, the world’s oldest and most complex board game and playing the ukulele!] See his talk, it’s quite fun, he plays 100 pop songs by learning 4 simple chords on the Uke [from My Heart Will Go On to Gangnam Style!]

He talks about 20 hours. You’ve got 21.
Been wanting to learn an instrument? Take an online course on screenwriting? A digital marketing refresher? Carrom with dad? Sketching with son? Poetry by yourself? Cooking for the Mrs.? Calling up that old college bud? Reading the book you bought and that’s been lying on your bedside table for 21 months? Losing that belly? Quit smoking? Reduce screen time? Write a blog?

What are you waiting for? Save yourself, save the world, let's win this war. Drop a comment on what you’re planning. Have fun. And let’s do this. As the Avengers put it, “Whatever it takes!”