Kaushik Roy

Former President Brand Strategy & Marcom

  • Do you think a creative campaign overshadows the advertised product or adds value to it?

    Creativity is essential for any brand communication to make it distinctive and clutter breaking. Good creative that maintains the brand look, feel, tone of voice can never overshadow but can only help to make it more effective.

  • What was the most challenging moment in your career?

    difficult to name one

  • What are the benefits and drawbacks of being in the advertising profession?

    It's a challenging profession where one can come up fast. Opportunities are there for those who are truly talented. But business and success can depend on the whims and fancies of clients leading to burnouts

  • How do you handle dissatisfied clients?

    Honestly, fairly, in a friendly manner, without fear.

  • What is the best way to get into the profession of advertising?

    This is too general a question. There are various disciplines in advertising demanding different skill sets.

  • How does an advertising professional learn the art of media planning?

    You have to be good with numbers and join a media planning school or course like they teach at MICA.

  • What do you do if an ad campaign is unsuccessful?

    Analyse what went wrong. The campaign main also fail for reasons like poor distribution, ineffective media planning and also poor product experience that doesn't match the advertising promise.

  • What is the best way to get into the profession of advertising?

    Join an institute like MICA.

  • How do you measure the effectiveness of an advertising campaign?

    Every campaign must have a stated objective that is agreed upon by client and agency. If that is met, then it should be considered a success.

  • What skills should an advertising professional possess?

    Artist or good writer with great ideation skill if you wish to join the creative department

  • Can you tell us the key to building a creative strategy?

    1. Understand the marketing objective. 2. identify the opportunities and problems. 3. Understand/research the segment/consumer. 4. find the insight that will lead to a creative execution that will address all the above. Not mechanically but innovatively with an element of surprise and intrigue.

  • What motivated you to choose this career?

    My father had an advertising agency and I was a good painter. I knew what kind of work happened in an agency and I always wanted to join one.