For Us, It’s 'Idea' First: Navin Talreja, The Womb
Navin Talreja, Co-founder of The Womb prioritises 'Idea' first but acknowledges technology playing a central role in their campaigns
As a young growing agency in today's digital times, The Womb has been crafting compelling campaigns merging creativity, technology and innovation for impactful storytelling.
With an active passion for acting alongside his role at The Womb, Co-founder, Navin Talreja has appeared in notable ads for brands like Britannia and Fogg, both crafted by the agency.
Being a new player in the market, how do you maintain a balance between fostering creativity and implementing technological advancements in your projects?
As a company, we have always pushed the limits of our imagination. The DNA of the team is to believe that nothing is impossible. The advent of technology and specific tools has made whatever we imagine. From the NFT auction of the New Thar to creating Carvaan for Saregama, we have had technology play a central role.
We are already using Mid Journey, Adobe Firefly, ChatGPT for the creative product, but we are also working with clients to interpret data using the latest tools to get richer, better, sharper insights.
How do you foresee creativity, technology and innovation shaping The Womb's future offerings?
For us, it’s 'Idea' first. Whether it is tech clients like Matter Electric Bikes, Mivi Sound, Scaler, Lenovo, Truecaller, upGrad, or even legacy clients like Mahindra Auto and Britannia, once we crack the ‘task’ or ‘objective’, we are no holds barred.
We will pour our creative juices; we will mend technology and create innovative solutions to bring alive the 'IDEA'. We are confident that the three pillars will intersect sooner rather than later and the task will be solved faster.
What role do you see emerging technologies playing in your creative projects?
The future is here and the tools are fascinating, not just for creative agencies but also for clients, filmmakers and content creators.
Sora AI and Open AI are promising with the sample videos that we have seen as of now. Everyone's already started making digital content with AI but for big films, IPL, World Cup etc, we will have to see how Sora AI will work. We are already working on some ideas using some new tech and will be out soon.
What are the key challenges you anticipate facing in the creative industry amidst the current landscape?
Technology is changing, fast and how! We need to learn, unlearn and learn again. We need to use more tech to get used to it. Upskilling everyone is a challenge that has to be accepted. We are doing workshops and training sessions at The Womb for this with partners from India and abroad. After a while, everyone will have access to the same technology, but what you do with it, is what will matter.
