Rise Of Creative Entrepreneurs

Brands today are defined by their actions, not just their messaging. Similarly, it follows for agencies too, focussing on influencing consumer behaviour and not only just creating ads.

Against the backdrop of rapid technological advancements and evolving consumer behaviours, a new breed of entrepreneurs is emerging – creative entrepreneurs. Thriving on the fusion of artistic vision and business acumen, they are epitomising the proverb, 'creativity is intelligence having fun.'

Digital Dominance

Gone are the days when traditional advertising dominated consumer perceptions. The new creative entrepreneurs champion innovation, pushing boundaries and adapting to the new-normal digital landscape.

As per the dentsu Digital Advertising Report 2024, the Indian advertising industry is set to reach Rs 62,045 crore by 2025, with digital media expected to claim 50 per cent of the market share, growing at a CAGR of 23.49 per cent from 2023 to 2025.

With technology advancements and the rise of digital platforms, creative entrepreneurs are adjusting their marketing tactics. They're utilising digital channels like social media, SEO, OTT and influencer marketing to directly engage with their target audience at reduced expenses. Nonetheless, influencer marketing is also expected to grow from Rs 12.75 billion today to Rs 24.57 billion in 2025, as per EY report 2024.

Power of Technology

Technology has undoubtedly become an indispensable tool. It has emerged as a steadfast ally in the arsenal of creative entrepreneurs. By leveraging digital tools such as artificial intelligence (AI), they effortlessly bring their visions to life.

From Sunfeast Dark Fantasy's 'Har Dil Ki Fantasy' campaign by FCB Ulka, offering consumers a chance to interact with Shah Rukh Khan through the '#MyFantasyAdWithSRK' campaign using Gen AI, to Britannia's print campaign with Ranveer Singh by Mindshare India, creating a Mixed Reality-like experience via smartphone QR code scanning, AI has emerged as a compelling tool for engaging consumers to the fullest.

Crafting Compelling Brand Narratives

At the heart of every creative entrepreneur lies a compelling brand narrative. With an attention span of 5 to 10 seconds in this digital era, these individuals understand the importance of storytelling in capturing the hearts and minds of consumers.

For instance, Oppo India's Reno 11 Series campaign, conceived by Famous Innovations, brought together the 'Wake Up Sid' cast, featuring Ranbir Kapoor, Konkona Sen Sharma, Namit Das and Shikha Talsania with the unspoken aftermath of the film's fanbase in a storytelling format. Similarly, boAt's IPL campaign, 'Don’t be a Fanboy', conceptualised by Moonshot, amusingly ribs Apple with the i-bite, captivating audiences with the initiative.

With events like the IPL and elections, creative agencies are tapping into the power of storytelling. By infusing creativity into their branding, these entities are crafting authentic experiences to connect with their audiences.