Ravi Banka

“The research lends the key to strategy and thereon creative execution. Is it also important to mention that - at the end of the day – the consumer is not likely to be exposed to the strategic brief but to the creative. And hence, there is a critical need for the creative to be such that it captures the imagination of the intended audience and also conveys the central essence of the positioning message arrived at.” Says Ravi Banka, CMD Eggfirst BBN India.

The difference that Ravi sought to offer its clients is the strategically flavouredcreatives, pivoted around a fanatical commitment to commitment. It is this old-fashioned and obsessive drive that has scripted success stories for brands like Oberoi Mall, Blue Star, Blaupunkt, Bayer, Honeywell, TCS, Supreme, Eureka Forbes, Grasim, Patni, TATA Aig, Ten Sports and the likes. Through this talk MediAvataar attempts to find out the deeper connotation of advertising and brand image.

1. With more and more creative agencies mushrooming up, what is Eggfirst’s motto of serving the clients?

Eggfirst always stands for a conviction. It believes in taking a stance, because in this industry of marketing & advertising, all the theories are actually derived from practices. To be utterly truthful, nobody actually knows what will click and what won’t.

So, the point is that it’s critical to first identify and understand the psyche of the chosen target audience. And Eggfirst excels at this very point. Each and every project at Eggfirst starts with research. The research lends the key to strategy and thereon creative execution. Is it also important to mention that - at the end of the day – the consumer is not likely to be exposed to the strategic brief but to the creative. And hence, there is a critical need for the creative to be such that it captures the imagination of the intended audience and also conveys the central essence of the positioning message arrived at.

2. What is your vision of a good creative agency?

A ‘good’ creative agency will be the one who will focus more on fundamental objectives of an advertising agency rather than taking part in the rat race of winning awards and creating unnecessary hypes that doesn’t lead to the generation of any business, because at the end of the day it’s all client’s hard earned money at which agencies keep on fluttering.

In a basket of mangoes, the ‘best’ mango could also be one-fourth-rotten. So, we don’t believe in being that kind of ‘best’. We believe in being fundamentally ‘good’, with no comparison to what others are (no offense please, we have no intention to hurt others’ sentiments). We just do what we feel should ideally be done by a ‘good’ creative agency.

3. The advertising industry is constantly evolving and reinventing, what do you think is the most important key to keep up with this revolution?

Stick to the first principles. Stick to the basics. Don’t get swayed by suggestions and methods that lead to wastages under the name of ‘branding expenses’.

4. According to you which all campaigns lately were very well thought off and executed?

Vim, Encasa, Reliance Digital.

5. Digital media is a growing medium, how do you look at it, can it get as creative as other medium in terms of innovative ads?

Yes, of course. The beauty of digital media is in its reach (which is measurable easily) and the extent of ‘user connectivity’. The bonding, the connect and the one-to-one relationship are some of the benefits that the one-size-fits-all mass media fail to deliver.

6. How does the international experience of BBN International help the branch here in India?

It gives us the valuable insights from our associates scattered across different parts of the globe. These insights often help us build our strategy around the brands we work with.

7. What are the current clients you are working with?

Unilever, Oberoi Mall, Encasa, Seasons Mall, Tata Consultancy Services, PR Developers, Agilocity, Capricorn Logistics and there are many more in the list.

8. Which are the clients you would want to have on board?

Godrej Consumer Products, Marico, Parle Agro, Croma, Portico, etc.

9. Three global advertising innovations that you think India should adopt.

I don’t think that the Indian advertising industry is doing something else and the rest of the world is doing something else. There are international brands operating in India. It’s an open market. So whatever goes on internationally, somehow or the other affects the Indian market as well. Common Indians also do get exposed to those marketing activities; be it a ‘Dove – real women’ campaign or ‘Pepsi – blue revolution’ campaign.

Using digital media extensively as a marketing platform is no more what Indian business houses do not opt for. Very recent example is Ra.One movie, from the Red Chillies Entertainment.

So, I think, India is not a laggard in following global trends. Rather we are the trend setters many of the times.

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