Scratch!1

HOW TO DIG DEEP. UNEARTH AND UNRAVEL.

FOR EFFECTIVE COMMUNICATION.

SCRATCH! means going deep.Discovering the hidden.

Removing layers.Finding that moment of truth.

MAKES US THINK UNIQUE

Unravel InsightsSticky Brand IdeasHyper Engagement

FOR INSIGHTS

Fear of Missing Out

CONFLICT AND PLEASURE POINTSSocietal conditioning vis a vis Personal PassionCultural factor vis a vis ProgressivenessFamily First ( Indian context)Want vis a vis NeedFinding that Spark

Freedom is an ATTITUDE

Be bold. Wear your Style.

Music reflects who I am

Be a Game Changer

Join those DotsConnect passion, pain, ambition, reality, what they say and feelLive Their LivesRead, watch, eat, drink, play, suffer… their livesAttitude vs Behaviour changeInsights do not announce themselvesCasual conversations, media, the retailer, the priest, doctor and teacher

THE DIFFERENTIATOR

FOR BRAND IDEAS

WHAT CREATES DISRUPTIONChoice can be cruelDramatize that differenceBe confident to rejectChange the actors, not just the scriptIf love is blind, why do plastic surgeons make so much money?Pardon me, but your strategy is showing

Being stubbornly consistent

Consumption Rituals

Corona with lime wedge Oreo with milk

Re-think the conventional

Anti-establishment mind set of the late 60’s.

Defiance against the cola establishmentPortrayed 7-Up as a symbol of dissent.

Popular values of the public Catapulted 7-Up into the position as the third leading

soft drink in America.

THE DIFFERENTIATOR• Find the Gap• Keep it simple, silly• Think Different• Brand at the heart of the

idea• Power to engage• Strength of endurance

FOR HYPER ENGAGEMENT

CONVERSATIONS. PARTICIPATION.Media channel agnosticUnexpectedDrives EngagementProvocationTouch Points

#CODES

THE POWER SHIFTSocial Media, DigitalCounter- CultureConversation EconomyPeople Trust People MostVirtual Brand Experiences

STEPHANIE JOANNE ANGELINA GERMANOTTA TO LADY GAGA

#Constant redefinition to keep pace with the change

PEOPLE AT THE CORE

# Brand Messages to Brand Conversations

DEMOCRATISATION OF TECHNOLOGY AND CREATIVITY

# Communication has lead these changes

THE FIVE PERCENT CLUB

# 5% media spends in something creative and contagious*

*Publicis Cannes 2011

TUMS- digestive pills being sampled with TUMS “boys” shadowing pizza boysWhere entertainment becomes a part of sampling

CONSUMERS ARE THE NEW #BRAND TEAM

# Brand Evangelists, PR Agents, Communication Creators

Bright minds on the jobCreate your own case studyGet out of comfort zonesDon’t chase numbers- set right measures

ASK THOSE QUESTIONS