Capturing the Spark

Sachin Karle is Executive Creative Director at MSLGROUP India, where he heads the creative teams at MSLGROUP Creative+ and SocialHive. With 19 years of experience in mainstream and digital advertising, Sachin has worked on some of the biggest Indian and MNC brands, across a broad range of categories. His interests lie in photography, illustration and film making.

“Necessity is the mother of invention” they say. And that’s so true. 

India’s legendary industrialist Ratan Tata was once travelling in his car on a rainy day. He saw a family of four riding on a scooter. Seeing this he was concerned and told his driver to drive carefully and give way to them as the roads would be slippery. This triggered an idea in Mr. Tata’s mind: I must make a car which these families can afford, so that they don’t have to ride on a scooter and risk their lives. And that’s how the world’s cheapest car, the Tata Nano was born. 

Ideas can come to anyone, anytime and anywhere. All you need is to be completely prepared to receive it. This means:

  • immersion in the right context
  • being in the right state of mind
  • being open to any trigger that may spark the idea

Here, Mr. Tata’s natural concern for fellow-beings was the context, and as a prolific businessman, the constant seeking for newer ideas for his businesses was the state of mind that he always was in. The situation of a family of four riding a tiny scooter in heavy rains was the trigger that sparked off the idea.

No matter what your profession may be, this is a common phenomenon. These sparks are always around us. 

It can be a particular picture, a song, a place, a movie scene or anything that’s part of our everyday life. Triggering the spark is up to an individual’s state of mind at that particular moment and it is contextual. It’s impossible to predict that you’ll get an idea in certain time. Getting an idea is like a happy accident. Because you don’t know what you are going to come up with till that spark actually hits you. And when you get the first germ of an idea, the joy is indescribable. No matter how big or small the idea you get, it is always special. 

In today’s fast moving world where everything is time-bound one can’t really wait forever to get an idea. So certain methods or tools have been evolved over time that can help one create the right context, get into the right state of mind, and catch these sparks as often as possible in an organized way. 

When you are working on brands, whether on the client’s side or the agency’s side, clearly defining the problem or opportunity forms the right context; immersion, brainstorming and other mind hacks you get into a resourceful state of mind, while insights gleaned out of research, focus groups and Big Data help you spot the right creative trigger that sparks off the ideation process. At a brainstorming session, if you’ve got the correct insights and are in the right state of mind, then you can crack ideas much faster, much more effortlessly. The ideas borne out of this methodology tend to greatly appeal to the end consumer. 

So next time don’t wait for an idea to strike you. It doesn’t matter whether you are asked to come up with ideas for PR, Advertising, Digital or experiential. Define your context, get into the right state of mind and open yourself to all the idea-sparks that are floating around you.

Spark in Action

 The RB Mavericks Case Challenge, a prospective employee engagement campaign created by us at MSLGROUP SocialHive India is one such example. Reckitt Benckiser wanted bright young MBA students
to join them.

The Context:  Everyone is holding case study competitions, so how do we stand out? Especially when the youth preferred other big FMCG companies. How do we get RB on par with the competition and get students to think of us as a preferred employer?

The State of Mind:
The subject for the case study challenge was Durex. Talking openly about Sex is considered taboo in India. So how could we use condoms in an interesting manner without making it look vulgar?

The Insight: ‘Youth connects with the people who talk their language.’ Check out the integrated campaign that we created here.

Video: Spark in Action – Making of RB Mavericks

So next time don’t wait for an idea to strike you. It doesn’t matter whether you are asked to come up with ideas for PR, Advertising, Digital or experiential. Define your context, get into the right state of mind and open yourself to all the idea-sparks that are floating around you.

This post is a part of our People’s Insights report The Future of Creativity, in which experts from MSLGROUP and some from Publicis Groupe identify 15 drivers for engaging creatively in 2015.

 

The Future of Creativity – People’s Insights by MSLGROUP

People's Lab

People's Lab

People’s Lab is MSLGROUP’s proprietary crowdsourcing platform & approach that helps organizations tap into people’s insight for innovation & change.

6 Responses to “Capturing the Spark”

  1. @sachinkarle009

    An idea is like a happy accident: u don’t know what you’ll come up with till that spark actually hits you http://t.co/TVDFRcX3oS #creativity

    Reply
  2. @sachinkarle009

    Capturing the Spark – @MSLGROUP_India’s Sachin Karle on #FutureofCreativity http://t.co/0gcfbKb0ZK

    Reply
  3. @narendranag

    An idea is a happy accident: you don’t know what you’ll come up with till that spark actually hits you http://t.co/7t9j1GmnT0 #creativity

    Reply
  4. MSLGROUP Peoples Lab (@PeoplesLab)

    Capturing the Spark – @MSLGROUP_India’s Sachin Karle on #FutureofCreativity http://t.co/uCfPldiu3S

    Reply
  5. MSLGROUP Peoples Lab (@PeoplesLab)

    Ideas can come to anyone, anytime, anywhere. You need to be prepared to receive it – Sachin K on #FutureofCreativity http://t.co/uCfPld0SVO

    Reply
  6. MSLGROUP Peoples Lab (@PeoplesLab)

    An idea is like a happy accident: u don’t know what you’ll come up with till that spark actually hits you http://t.co/uCfPld0SVO #creativity

    Reply

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