Josy Paul, Chairman/CCO BBDO India, is no stranger to ideas that shake the world. In fact, he was born during an earthquake. But that is not his claim to fame. Under his leadership, he and his creative teams were responsible for some of the most iconic and talked about work for Ariel washing powder #ShareTheLoad, and Whisper Sanitary towels “Touch the Pickle”. It would not be an overstatement to say that his work has challenged the long ingrained social taboos, superstitions and norms and has been the catalyst for creating radical changes in perception, as well as attitudes on a seismic level in India.
 

Using his work for Ariel, which has been recognized as the most effective campaign three years in a row, and Whisper as case studies, Paul gave his virtual audience helpful tips on how to create work that is not just relevant, but that sets the wheels of change in motion.
 

“Content is king, context is King Kong. If you can sense the context then you can touch the nerve of the people,” said Josy Paul. In the case of Ariel, the campaign provoked society, which led to conversations. These conversations created sentiment and desirability. “People are looking for meaning, not brands,” Paul continued.
 

While Josy Paul did not deny the use of big data, he explained that it’s more useful to have emotional data. He advocated confessions not insights as the personal is universal. You need emotional archaeology to go deeper.
 

How do you mine emotional data?
 

In coming up with ideas, Josy Paul talked about the white room in his agency.  It’s a safe space for deep listening as people can be vulnerable, which is the most important element to build trust. “Creativity is the return gift of empathy,” elaborated Paul.
 

In summary, what does it take to shake the world?
 

It takes an environment of belief and values, collective energy, spirit of the play and opportunity seekers; it’s an open process of deep listening, confessions, lived experiences, exchanges of stories; it’s a process that takes more than one person. It takes two; it comes from not knowing; lastly, it is the freedom to fail.
 

Creativity is sensitivity in the world where no one is listening.  That’s how we create acts. Not ads.

 

 

   

 

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