At D-Code 2019, Sidharth Rao, CEO and co-founder, Dentsu Webchutney, explained how the agency became ‘an overnight success’ after its wins at Cannes Lions 2019.
He said, “What we did differently was executing simple analogue ideas for digital.”
Rao went on to show one of the winners, URI: The Surgical Strike’s case study.
Giving an anecdote from his younger days, he added, “A few of my friends and I saw the movie poster for Blue Lagoon. We excited friends rented out a video and saw the movie. It was 104 minutes of run time and the title came. It was a classic click bait that left us disappointed. URI: The Surgical Strike, did the same.”
He went on to show work from The Glitch for Netflix as a piece of work he admired from the industry.
He signed off with three suggestions for those wanting to get digital:
1: The consumer is a human being.
2: Ideas are based on analytics, insights and truth.
3: Digital allows amplification, reach and authenticity at scale.
Mustafa Ghouse, CEO, JSW Sports, then spoke about how the group used fan groups to promote its sports franchisees which include Bengaluru FC and Delhi Capital.
“Everything we do is about the fans”, he said before stating how The West Block Blues have gone on to become a fan club that follows the football club around the country and even internationally.
“The inspiration for this was the success of the German Football Club Borussia Dortmund. The club receives close to 97 per cent of renewals for its season tickets,” said Ghouse.