Course

Duration 40 Mins

Title: How to create award winning ideas

How to create award winning ideas - Guts before Glory. Sweat before success. The 9 yards before churning out an award-winning campaign. Call it what you want – there’s no magic formula to award winning ideas. It’s a hard road to getting there. Get a peek into what goes on in Ashish Khazanchi’s mind before he's able to turn dust into gold. The mindset, the process, the discipline, the motivation, the research - the whole nine yards before he's able to finally crystalize insights into winning campaign ideas. Developing campaigns that deliver bang for the buck, solid business impact, and are truly award-winning don't happen by chance - they need all the elements to come together. Find out what lies below the surface. What often looks extremely easy and simplistic actually has a method to all the madness.   In this session you’ll learn how to:  

• The Debrief - Often the brief one gets from a client is only half the story the other half evolves from secondary level of research, sometimes dipstick studies, a lot of gut feel before the final brief comes together – being able to create the master brief is often the first step to moving ahead.

 

• Decoding cultural cues - This a possibly the most important part of coming up with a great idea and then translating it into a campaign – getting something that resonates with culture – breaking myths or connecting with beliefs is every bit a big part of creating award winning ideas and peeling away the layers to create something is crucial to an ideas success

 

• Consumer Triggers - VOC is often what you’ll often hear when it comes to understanding the consumer perspective – this is a fundamental step is synthesizing important information that becomes the bedrock to pressure test any good idea – making sure the messaging resonates with consumer unmet need is extremely important.

 

• Exploring Creative Territories - Any creative person in the business will tell you that to get to the best idea and expression – looking at all the possible creative territories is a key step in identifying possible campaign routes. This is a process that often helps weed out the not so good ideas and helps filter the best ones to hold on to.

 

• Unforgettable Taglines - Arriving at a tagline is like the holy grail of adverting – sometimes almost impossible to find and then there are tag lines that become iconic. How do tag lines get written, is there a secret formula to crafting one. When does one know that the tagline will finally work like magic or will it just pass in the night like a ship. Learn from the Master of some of the best lines in Indian adverting Laga dala toh life Jhingalala or Ting se leke tong tak..

 

• Killer Headlines - There are headlines and then there headlines – ask any good copywriter and he’d tell you it’s the hardest part of their craft – it’s almost elusive. Even David Ogilvy would discard the first 20 before he settled. Crafting a good headline is like blending a fine wine – it takes time, patience and a special skill to final come up with a line that not only sells the product but also move the consumer. Learn how to craft lines that will sound like a million bucks.

 

• The quintessential 30 seconder - Whilst the 30 seconder might have had its moment in time – the format is till often used by the advertising fraternity to build a lot of the storytelling. How to capture the entire plot and reveal in 30 secs is still an art form worth learning. The 10 sec or 6 sec bumper still go back to the 30 sec format. Learn how to craft scripts that will win you not just accolades from the industry but also drive sales and build the brand.

 

• The Grind (discipline & rigor) - When you think about the best minds in the industry and the work that stands apart you’ll realize none of it happens out of the blue and is almost never a one off. To get to a point you need to put in the long hours and learn the process. At the surface level it might often feel like messy and unplanned but go deeper and you’ll realize that there are clear steps to building cluttering break iconic communication campaigns.

 

• Longform vs Shortform copy - A couple of decades ago a conversation like this probably didn’t really exit. Creative writers wrote as much as they felt was needed to explain the core benefits of the product with a eye grabbing line and a strong call to action.

 

• The 7-step process (Brief to campaign) - Finally, get to understand the science behind the art of award-winning ideas in a 7 step planning approach and develop your own brand of thinking around how to build the best ideas and write the best lines.