The Spectator

Over the years people around the world in advertising industry get involved in this debate. What is the main essence of a creative campaign that created a sensation? Is it the creative form? Aesthetical excellence? Story telling? The flow? or the functional strategy that bring the audience close to the campaign?. We are unsure, so are the judges of the different creative award shows. There is always a dilemma among them to put their verdict on any particular Campaign on the basis of few criteria. Effie awards are given on the basis of ‘challenge’, ‘‘solution’ ‘presentation’ etc etc. Now, what if some campaigns ( in the whatever format, online or offline) has performed reasonably well in terms of effectiveness but may not have that solid creative impact on customers mind . In that case, the campaign may not be entitled for an award but has already received an award from the audience, at least in terms of ‘ROI’. Well, Advertising is, and has always been, a balancing act between creativit...

Someone once asked me that? Ok here is my answer. I don’t do the design, I think of them, then I see them to appear from the bottom of my heart.They are transformation in shape of the untold inner-words and grow up with glory. I closely look at each of those unknown steps and get thrilled. It gives me joy on their achievement and makes me sad when they fumble. The ecstasy is unbearable; agony is uncontrollable to hold my tears. My design is also like a journey in this planet but the difference is that I crossed it so many times and never got tired to travel a new one.