Santosh, do you think that many a time, in an attempt to provide creativity, the brand is given a cold shoulder?
A. Desai: Typically, creativity and branding are positioned as opposites. I think this division is false. Creativity is not opposed to branding. If it was so, advertising itself would not have worked. If someone claims to be a creative professional without knowing what it is for, then his creativity becomes empty cleverness. Every brand has a certain belief and ideology. It also speaks in a certain language. The creatives job is to differentiate one brand from the other. Creativity is recruited in the interest of the brand.
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