Tag Archives: Creativity

BE Exclusive: Creativity at test as FSSAI pushes new advertising norms

How far one can go with creative advertising when getting ‘hurt’ becomes a new normal? The recent ad campaign by Surf Excel on Holi celebrations saw a huge backlash after Twitteritis went all out criticising the ‘misleading’ ad causing ‘hurt’. The ad later disappeared silently. Creating successful advertising campaigns under the regulatory framework was already difficult with brand ambassadors even facing prosecution ... Read More »

What Creativity in Marketing Looks Like Today

What makes marketing creative? Is it more imagination or innovation?  Is a creative marketer more artist or entrepreneur? Historically, the term “marketing creative” has been associated with the words and pictures that go into ad campaigns. But marketing, like other corporate functions, has become more complex and rigorous. Marketers need to master data analytics, customer experience, and product design. Do ... Read More »