Good Things are happening in the advertising industry: Dheeraj Sinha

Dheeraj Sinha the National Head of Planning at Grey (WPP Group Company) has always had a deep insight about the changing mind-set of the consumers and the ever evolving market trend of India. From targeting the consumers in his first book Consumer India: Inside the Indian mind and wallet which came out in 2011, he has moved on to provide insights about the market of India in his second book.

India Reloaded tries to break the myth and gives a realistic view of the Indian market. From addressing on the myth of the Indian diversity to jugaad, he also throws a light the myth of the Indian middle class and there fortune.

Adgully caught up with Dheeraj Sinha to talk about the various myths in our culture, the intriguing cover photo of his book and his journey in the advertising world for the last 16 years. Edited experts:

Adgully: What are the aspects taken into consideration while writing the book?

Dheeraj Sinha: I think the book is about the last two decades of the condition in India because there is a lot of interesting communication about how India has been historically, how India was after the liberalisation. We talk about how India has been in the last two decades, the fact remains that we have undergonelot of changes. For e.g. the size of the decibel marketing population, it is not the whole 1.2 billion markets.

The ideas like jugaad which is more harmful than being beneficial to the economy, the idea of youth and the kind of youth that we are chasing are we stereotyping them. We are stereotyping youth either a South Mumbaikar who misses his friend and goes to Spain or either there is the Roadies or Splitsvilla youth they are the kind of youth who abuses every other person. But the real youth is that is career oriented and knows what their future looks like. Do we ever cast the youth who have a point of view, or have a direction and have a life with a plan.

So the books take on this myth and assumptions as to push together to a direction which is slightly more correct.

AG: What are the key elements that differentiate your second book from your first book?

DS: So the first book Consumer India was centred on the economy of the country, for how India mind-set was opening up and changing. The second book talks about breaking down the myths of the Indian consumer market.

AG: What kind of research have you undertaken for this book?

DS: So a lot of research did undergo, but there is no specific research done for this book. In my work experience even when I am working with brands across categories I have come across a lot of data and ideas which I thought need a mention in this book. Also one tends to go out and see whether this data is right. You go through the Bollywood research, the consumer work and stuff like that.

AG: What made you select the myth and culture of Indian market in your second book?

DS: I think it’s because this myths was starring directly to us. I did not write a book because I wanted to write a book, I wrote a book because I had something to say and I wanted to make a point. The fact remains that this myths was starring in my eyes and I wanted to do something about them.

AG: According to you what is the biggest myth of the Indian market?

DS: The biggest myth is this idea of 1.2 billion population because the fact remains that it does not exist as a marketable population.

AG: What is the rationale behind your book cover?

DS: See the whole book is directed towards showing the consumption picture of India. The other fact remains that the consumption and culture of India go together. Even a Sadhu who is doing a selfie is a good gesture about how consumption and culture are coming together.

AG: Your book has also focused on the youth of today. Do you think the Indian youth is at par level with the international talent in terms of creativity and talent?

DS: See in the talent domain Indians are much better equipped to understand the marketers/brands needs however I don’t think they have yet got the right or idle platform for it. On a positive note a number of Indian youth are going on the international platform and making a huge impact there.

AG: You have been part of advertising world for the last sixteen years, what kind of evolution have you seen in the advertising world in these sixteen years?

DS: I think as an industry they are trying to evolve, there are still areas which need huge changes. But in recent time we all are trying to evolve also with digital coming in the space new kinds of talent are getting in the business. So I am very positive about the advertising industry I think good things are happening in the advertising industry.

AG: You have been dabbling into quite a few roles, how do you manage work life balance?

DS: So there is no work life balance, there is only work. Also the fact remains that work is life so I am excited about the new works coming in the way and I look forward to it.

AG: A number of accolades have come your way; do you think your talent has been truly appreciated by this industry?

DS: Yes, I think I am very happy with what I have done. I mean I get to do the kind of work that I enjoy and is part of my passion. So I am truly happy as of now.

AG: You have worked on brands and businesses across markets like Malaysia, Singapore, Indonesia, Vietnam and Bangladesh? According to you which market has the most promising future in the coming time?

DS: Definitely India, there is never going to be any second thoughts about that.

AG: You have also been a speaker at the WARC panel on the Future of Strategy at CannesLions 2015. How has the experience been?

DS: It was good because at an international forum I was able to represent an emerging market view. See the global view of emerging market of India is very skewed, so I had an opportunity to represent a different view of our market and to give an insight about the potential of an Indian market.

Advertising
@adgully

News in the domain of Advertising, Marketing, Media and Business of Entertainment

More in Advertising