In today's adland, where creativity intertwines with technological advancements, Tilt Brand Solutions, a relatively new player in the market pioneers the evolution of advertising through ‘Full Brained Thinking’ (FBT) and the seamless integration of technology and creativity.
With a slew of recent accounts including notable names like Myntra, UltraTech Cement and Dream11, Tilt Brand Solutions has been making waves with its distinctive approach to advertising.
Innovative Approach
Under the leadership of the visionary Shriram Iyer, Tilt Brand Solutions embarked on a journey of innovation, seamlessly integrating left-brained thinking into their creative process.
“Our original goal was to define new ways of working,” says Iyer. He explains how they integrated data sciences into their traditional brand solutioning process, allowing ideas to emerge from solid numbers alongside imagination and creativity. “The addition of left-brained thinking in the planning process was perhaps the secret sauce”, he adds.
Campaign Spotlight
An example of the synergy of creativity, technology and innovation is the agency's collaboration with Dream11 for the Indian Premier League (IPL) season. With the campaign, ‘Team Se Bada Kuch Nahi’, the agency ingeniously juxtaposes cricket stars and celebrities in a series of ad films, capitalising on the transition from national unity to individual team loyalties during the IPL. Along with creativity, the campaign also incorporated technological precision in audience targeting, with Tilt Brand Solutions' proprietary tool, Comms Genome.
“We have now institutionalised the process of FBT as an input into every brand's brief”, Iyer notes.
He stresses, “The future is here”, envisioning a space where technology driven by advancements in AI, VR and MR continues to shape the creative process with existing platforms fine-tuning their capabilities.
With the convergence of tech and creativity, consumers today expect seamless brand experiences across platforms along with responsive adaptive storytelling. In response, Iyer highlights, “More control over exposure to marketing and advertising has made it necessary for brands to be ruthlessly engaging.”
Imperfectly Perfect or Perfectly Imperfect?
Amidst the promise of innovation, challenges loom on the horizon. The creative industry must navigate the ever-evolving landscape with agility and resilience. Shriram advocates for a symbiotic relationship between creativity and technology, recognising that while the latter is a powerful tool, it cannot replicate the nuanced imperfections of human creativity. “Technology is not designed to pivot mid-sentence or listen to its own gut”, he asserts. Embracing change and harnessing technology as an enabler rather than a threat is the mantra for success Iyer believes in.
