The Nestle Power of Print Competition sees contestants match wits every year from the country’s best ad agencies. The competition isn’t just a competition. It’s a grand testament to the creativity, grit and determination that makes up the essence of the industry. This year, the competition got stiffer as more agencies took a dip in this creative melting pot. The stakes were higher. And so were anticipations.

Among a thousand creatively compelling ads, our print ad made it to the top 10. We couldn’t believe it at first. But upon closer inspection, we had indeed made it up the rung! Imagine beating some of India’s best creative agencies and standing tall on the podium of creative excellence. Wow, what a feeling! 

However, this feat proved a bigger point. An age-old myth was broken. That creativity is just about grabbing eyeballs. That creativity is just about thinking outside the box. Perhaps creativity is none of these. Perhaps creativity is about diving deep into the hearts of consumers and coming up with treasures that are humanly accurate, insightful and real, as opposed to being superlative and wacky just for the sake of it. 

Our ad that made it to the top 10 in the competition was simple and yet revolutionary. The ad itself was about how Indians love food and yet know less very less about the intricacies of eating right. A powerful thought garbed in stark simplicity. The ad’s headline captured a real consumer insight – that children belonging to well-to-do families are expected to look well-fed. The insight along with a minimal rendition struck a deep chord and resonated with the judges. Above all, it brought home the point that behind every great creative is an invaluable insight. 

This prestigious accolade may have put us on par with India’s best creative minds, but now the real journey begins. The journey of busting creative myths and revolutionizing an insight-based approach. With ads of all kinds hovering in the air, it’s time to establish the fundamental mechanism of what separates a great ad from a good one.