IIPM Ranked No. 1 B-School In Global Exposre - Zee...
Arun Iyer (29), Lowe Lintas. For him, creativity has two sides. One that is inborn. And the second is the creativity in advertising, which is very different. He calls it commercial creativity that “comes according to the product’s needs, where one has to be creative enough to entertain people and at the same time ensure that consumers also buy your product.” Known to the industry as the man behind the Surf Excel campaigns, he completely revolutionised a category as boring as detergents, by playing on the reverse psychology of human beings. The brief given to the team was ‘dirt is good’ and it was Iyer, with his out-of-the-box thinking, who cracked the idea of using children and establishing an emotional connect between the brand tagline and consumers. ‘Daag achche hain’ playfully pampers children for getting dirty, instead of the usual reprimand that they get from their mothers. Despite the Surf Excel communication under his belt, he wishes that he had cracked the ‘What an Idea, sirjee’ campaign (done by colleague Nikhil Rao for Idea) too. Writing for his college magazine, he always knew that his calling would be in advertising or journalism. Fate intervened when a friend talked him into joining the ad-frat. Today, Arun gets his high from entertaining and influencing the decisions of millions.
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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