With a brand new company to develop and powerful campaigns in competitors at Cannes Lions, P.G. Aditiya of Talented is hoping to rewrite the principles
With a brand new company to develop and powerful campaigns in competitors at Cannes Lions, P.G. Aditiya of Talented is hoping to rewrite the principles
The British Museum could also be in the dead of night about it, however a digital tour of its ‘stolen’ artefacts (from each nation England colonised) is discovering an viewers on-line. Narrated by specialists from the locations these disputed items had been taken from, the Unfiltered History Tour of the British Museum took 18 pandemic-stricken months to finish.
It got here from an concept that historical past buff P.G. Aditiya (former CCO of Dentsu Webchutney) had whereas watching an episode of Empires of Dirt — about European museums holding on to disputed artwork. Launched final yr, in partnership between the inventive company and Vice Media, the venture hopes to reinitiate the discourse about colonialism, reparations, and repatriation.
Today, it’s not solely getting netizens to name for extra disputed artefacts to be listed, however the marketing campaign can be the India entry most are betting on on the 2022 Cannes Lions.
The Unfiltered History Tour of the British Museum
Building a brand new office
Aditiya isn’t any stranger to the Lion. Last yr, the Dentsu groups gained 4 silvers and three bronzes on the international occasion. This yr, maybe his efforts could win a gold, although the person shall be applauding from the skin.
After a decade at Dentsu Webchutney, Aditiya stop — together with the company’s former CEO, Gautam Reghunath — to start out his personal company. “We started Talented just over three months ago. Our goal is to test drive what, in our heads, are radical ideas for the agency business, at a prototype level,” he says, explaining that they wish to re-imagine the company expertise for each the shoppers and the expertise in promoting. “The options for creative people have been binary so far, though their wish list has three constants: a chance to build a fantastic portfolio, and a good pay packet sans burnout. Somehow, the industry has never delivered all three at once. At Talented, we’re trying to address the issues and see how we can fulfil all three work criteria. To be clear, we’re trying to build a better version of the client in-house job, not a better version of the agency job. Because in an agency, we’re not incentivised for error-prevention, only for brilliant creative work. There’s no reason why effective work can’t be award-winning too, or vice versa.”
At Cannes Lions 2019
| Photo Credit: Getty Images
Courting Cannes
Meanwhile, Aditiya is wanting ahead to attending the competition reside this yr, on the Palais. “After a hattrick of wins for three successive years, I am hoping that the work we’ve done with the Unfiltered History Tour gets the recognition it deserves because it spearheads a globally-important issue and was the result of a massive collaboration between 100 individuals across 11 countries,” he says, including, “I’m [also] eager to see what new categories will be announced. In the past, while most Indian agencies were focussed on print and direct, Webchutney entered and won in categories India’s never participated in before, such as social, influencer, digital craft, and mobile. As Talented, we hope to continue this tradition and create work in wider and more diverse categories.”
Source: www.thehindu.com
