The Mad Men of Generation Z

Anthony Padayachi, ace wordsmith and Associate Creative Director, BC Web Wise

Anthony Padayachi, digital maverick and Associate Creative Director, BC Web Wise

Potatoes. And a guest lecture in LR-63 at St. Xavier’s College, Mumbai.

Having spent over a year with my favourite creative partner, who is a cusp between Millenials and Generation Z; I knew that I had to finish my 21-slide-ppt lecture with “Thank You” and an image of a sack of Potatoes next to it. A sack of potatoes because it was an SY-TY BMM (Bachelors of Mass Media) combined advertising class.

More the people, the more potatoes one needs to offer – that’s the rule.

Generation Z is different. Rather indifferent… to “Gas”. So as an advertising professional, it doesn’t matter if you’re trying to sell that sub-12K smartphone, or a no-gas deodorant, you better tread lightly if you don’t know them well. Anyway, since this post is about the Mad Men of Generation Z; here’s a “Listicle” of 5 things about how they’re poised to change advertising.

5 ways how Generation Z will change advertising as we know it!

  1. The Mobile First Revolution

“I don’t watch TV, what are you guys doing to target people like me on mobile?” I hope my answer was convincing enough, but the point is that Generation Z is exposed to ads on mobile more than any other medium. Having spent so much time on their smartphones, they’re all set to revolutionize mobile advertising.

Yes, mobile advertising goes beyond creating a mobile-optimized campaign microsite or even locational targeting.

  1. Masters of what Matters (Now)

FOLO (Fear Of Losing Out) may be one of the insights that millennial marketing is using to advertitize to Generation Z. But having gone through the FOLO feeling, Gen Z looks poised to master the use of topical and trending content in advertising.

  1. Adopting newborn technologies #LikeABoss

Still contemplating whether VR is a good investment? A Gen-Z Mad Man pitched a kickass VR idea to me right after the lecture, reinforcing my belief that they will be eager to adopt technologies that are fresh off the oven. Moreover, they’ve witnessed technological obsolescence in their growing years, creating the urge to do the new.

  1. Socially Suaver

According to a popular advertising portal, Generation Z consider their ‘virtual’ pals as important as the friends they meet in person. Most of them also believe that this is where their real social life takes place.

So as and when Gen-Z step into agencies or brand floors, it is very likely that they’ll focus on connecting with their TG on social as if they’re meeting each of them in person.

  1. Making Digital the new Mainline

Gone are the days when a BMM-Advertising student would dream about creating TVCs. Gen-Z wants to create the next cool thing on digital. Be it a cause related campaign site, a potentially-viral video, or a cool game app for the brand; they’re keen to be on the digital side of advertising, cuz that’s where they’re living the most awesome part of their lives.

Sorry for the long blog, here’s a potato for you! ;D

potatoP.S. – Big thanks to Perrie ma’am (Head of Department, BMM – St. Xavier’s College) who invited me for the guest lecture cum nostalgic trip; which turned out the be an insightful session with Gen Z – the Mad Men of tomorrow.

‘See Ganesha’ brings in our first Elephant at The 3rd Kyoorius Awards

And it’s a beauty!

Kyoorius

Blue Elephant for Art Direction in Digital Marketing – ASUS India #SeeWhatOthersCantSee – See Ganesha

What makes the recognition really special is that it’s our very first Blue Elephant (Art Direction in Digital Marketing).

Kyoorius

(From L-R) Rahul Patil – Animation Head, Mangesh Bhayde – Creative Director – Art & Design at bcwebwise, Koen Van Ovoorde, Owner at Adikt, Anthony Padayachi – Associate Creative Director & Elstan Rebello – Sr. VP – Sales & Servicing at bcwebwise.

Let’s call it conclusive evidence of the fact that God is in the details, because the idea that has brought the Blue Elephant award our way is See Ganesha‘ – a Ganeshotsav campaign from 2015 that expressed the devotion of millions of Indian households to the deity.

See Ganesha was a series of striking visuals shared by ASUS India on social media around Ganeshotsav to engage fans with the PixelMaster feature of it’s ZenFone 2 smartphones. The visuals depicted various naturally occurring and delicate forms of Ganesha in the tiniest sprouted pulses through macro-photography, asking fans to #SeeWhatOthersCantSee

See GaneshaRead the full story about the campaign here.

Well if God is in the details, his little angels have to be everywhere around us! Which brings us to the delightful Hamari Pari microsite for Hero MotoCorp‘s CSR initiative for the girl-child that was an in-book winner at Kyoorius. Based on the simple insight that empowering the girl child with education can improve the lives of those around them, HamariPari.com used an animated-narrative technique and adorable illustrations to tell the story of ‘Pari’ with every scroll.

Kyoorius

HamariPari.com, in-book winner (Animation & Illustration in Digital Marketing) at Kyoorius Awards

To add to our excitement on winning the award, Kyoorius pulled off an event that is probably among the most stylish and professionally organized advertising awards in India. The best creative work in recent times and who’s who of the Indian creative landscape packed inside a huge dome bathed in neon blue – it all made the awards night a magical experience!

Great work, great award, great party! With its 3rd edition, Kyoorius has definitely secured a place among the top creative awards and annual destinations for advertising professionals. And we’re just getting curious!

When Digital Geniuses Clashed at the BCWW Box-Out 2016

It’s a Thursday evening and suddenly there is a different kind of energy at work. No one is at their desks. Teams have gotten together to brainstorm. The deadline is aggressive. Everyone needs to have their ideas ready for Box-out by 9 AM next morning.

Anita Rajagopalan, Creative Director – Strategy & Usability at BC Web Wise, and tireless coordinator of the BCWW Box-Out sessions.

Anita Rajagopalan, Creative Director – Strategy & Usability at BC Web Wise

So what’s Box-Out? It’s the brainchild of our founder, Chaaya, who feels that a great idea can come from anyone and from any team. Hence, she initiated breakfast meetings once a month where employees could exchange and improvise ideas. Today as BC Web Wise has grown in number, Box-out has become a half-day out-of-office session with teams ideating for our Brands.

How does Box-Out help our employees? Every team has an assortment of members from copy, design, tech, SEO and media. This helps improve cross-team communication and functioning. Also every member is encouraged to present, which is empowering. Teams have to work on brands other than their own, hence ideas are fresh. Working on different brands also helps employees to adapt easily to new accounts.

And to add to the excitement, each team was scored by a jury comprising of our team heads.

So hear from the fishes to truly understand what Box-out means to them….

“Man I was stressed, but I Loved this session, I got to learn so much today”

“Hey I did not know Nitin could present so well. He was so passionate about what he said”

“Lunch is awesome, especially the chicken”

“I was nervous like hell, but I did it”

“Hey… how did we present? You know we made these slides in like 2 hours.”

“Those creative mock-ups were awesome, award winning quality”

“When is the next session?”

Looks like everyone really had a great time!

Heartiest congratulations to the winning teams that designed campaigns for Fevicol Design Ideas, Nutrela and Dr. Fixit.