Rajesh Kumar Sinha [kyarajesh]
What is your specialty: creativity, contact, or research?
Please list some brand names or clients that you have worked for.
Samsung, Indiann Airlines, LG, Paras Pharma, Hero Motors
Have you got a blog or web page?
What do your clients value more, strategy, creativity, design, or return of investment?
All of it.
The word 'creativity' is much-used in advertising, yet most commercials are annoying, why is that?
Clients are not willing to take risks. The selling skills have to improve (i'm bad at it).
Since client has a habit of buying the safest ideas. brilliant ones have to be really sold to go through.
Can a bad advertising campaign sell well?
Nothing is good or bad. if something connects with the consumers, it sells. creativity or quality of products, friendliness of the shopkeeper or prompt service, something has to charm the customer. and if it is a combination of all, nothing like it.
Which advertising agencies and directors seem the best to you at this moment?
In India it's Ogilvy & Mather, Lowe, Mudra. the mumbai branches ofcourse.
directors, well, prasoon panday, prakash verma, Ram madhwani etc.
How do you respond to the classic quote, "I love the idea, but right now's not the time"?
lack of confidence
What brings you the most satisfaction: when your advert pleases your boss, your client, your friends, or your mother?
How do you see the transition between traditional advertising and online advertising?
it's not really a transition. net is just one more, albeit important, medium to reach the customer, what with net usage constantly on the rise. but it can not replace traditional advertising. also net advertising is personal, but serious brand building needs the grandness of traditional media.
Are people in advertising paid too much?
people who are more successful at impressing the international award juries are paid more than the ones who impress their target customers. that is wrong.
Is advertising merely spam?
Have you ever felt cheated by adverts?
yes. i live in india.
What is your favourite thing about working in advertising and what is your least favourite?
there is always something new happening. new clients, new products, new people, getting to know new things ets. the bad part is bad timings.
Do advertising festivals help to improve the industry, or are they only ways for the elite to pay homage to themselves?
yes, they help people see other agency's work and get inspired. they help improve the quality of work.
When you select an intern to work, what quality do you deem the most valuable?
common sense, humility and respect for seniors.
Brand names as generators of content hardly ever have success: is the online world different in this sense?
depends on the brand. if it's a successful brand, yes.
Does the public buy the product or the product image?
depends on the category. if it's lifestyle, the image becomes more important. but if it's a utility product, it's the product.
IMPACT! Is this the main scale for judging the work of an advertising professional?
What are the main mistakes clients make in judging creativity?
they over emphasise on the product rather than the idea
Is it possible for someone in advertising to communicate well with people of other generations or cultures not their own?
yes it is. but the ads that are really successful in my country are the ones that have our unique culture represented.
In advertising, what is most effective, frequency or surprise?
lessor the frequency, the more suprising the ad should be
Is a political candidate the same as a product?
How do you explain the way in which some brands have been able to expand so widely and rapidly without advertising? Are the laws of marketing changing?
well, they must be really good products in a coparatively new category with less players.
What advice would give to someone who wants to join the ranks of advertising?
run away. get a life.
Rajesh Kumar Sinha