"There is nothing in the world that matches up to experience": Navroze Dhondy of Creatigies


As the IPL just got over and the ISL is days away, EE got in touch with an agency that has worked with all IPL teams on various campaigns for different brands from automobiles to FMCG brands. Founder and Managing Director of Creatigies, Navroze D. Dhondy shared his experience and thoughts on brand associations, experiential marketing and current trends.

EE: What got you interested in choosing a career in the agency field?

Navroze: “I am originally from Allahabad and while doing my MBA, a friend of mine decided to write a book on Rubik’s cube, as he could solve it in less than a minute. So, we sat down together and wrote every aspect of the move on how to go about solving it and created a book. We put our money behind it, got it printed and launched the book.”

He continued, “Once the book was printed and people got a hold of it; inspired by the design and look of the cover, a lot of them walked up to me and asked if I could design books, wedding cards, brochures etc. for them and soon, I was running my small agency from college, making good money. Graduation eventually led me to Delhi with no intention to join any agency. But, as the fate would have it, I ended up choosing an agency called Lintas as my first job even after it paid the lowest of all the offers I had, still I chose the lowest paying job as my heart was there.”

EE: In your 3 decades in this industry, do you see a shift in how brands approach towards advertising?

Navroze: “I see a huge shift in the whole approach towards advertising. Some companies have understood the importance of advertising against the traditional view of it being just a necessary evil that discourages brands from investing. It has changed dramatically; startups are the biggest investors in advertising. They are jumping into the deep well of the pool.”

There has been a shift in the types of media that was available then and what is available today. “Today opportunity list has gone haywire. We have focused media channels for each vertical and communication has changed from being unidirectional, where a brand would dictate what it wants you to see, feel and think, to an engagement model where you will still see TVCs but with a link, number or hashtag. Managing feedback is more challenging than giving information today and the timeline to such interactions is going to collapse further.”

EE: Do you think there are brands that resist investing in digital and social media?

Navroze: “Yes, there are some brands that are old school in their approach and will take time to adapt. However, we need to understand that some brands may use digital marketing but use social media more selectively. In categories like B2B, they may do digital media in terms of SEO, but prefer not engage with consumers whereas brands like Pepsi and HTC, they engage to millions of people – the engagement is very high.”

EE: Are brands increasingly investing in experiential marketing?

Navroze: “Clients are now genuinely looking ways to connect and touch with consumers, experience factor has become more and more important. The experiential element has become important for a lot of brands, from whisky, ice cream to a car brand – across the spectrum. There is nothing in the world that matches up to experience. However, one must understand that when you have a powerful impact on a person with experience, it is a double-edged sword; it could be both positive and negative.”

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