Through his insights and experiences, Suraja Kishore provides a glimpse into the thinking behind iconic campaigns for Ariel’s ‘Share the Load’ and Idea’s ‘What an Idea Sirji’. He discusses his view on leadership and the importance of nurturing a culture that inspires change.
Confessions Over Insights
Ariel’s ‘Share the Load’ campaign’s foundation lies in the raw confessions of individuals, not just insights. This approach strips away societal facades, revealing the true hypocrisies that exist. The campaign challenges societal norms and aims to ignite cultural change, addressing issues like patriarchy through everyday decisions.
Creating Value Beyond Campaigns
Kishore emphasizes the need for agencies to focus on creating value rather than just campaigns. Clients who trust in this philosophy reap the rewards of authentic engagement. Brands, according to Kishore, act as magnets, attracting individuals who resonate with their beliefs. This attraction forms the basis of brand loyalty and advocacy.
Cultural Strategy Over Brand Purpose
Kishore advocates for a shift towards cultural strategy over brand purpose alone. In a rapidly evolving landscape, brands must align with broader cultural shifts to remain relevant.
He underscores the significance of cultural resonance, highlighting ‘What an Idea Sirji’ campaign of Idea which looked at the transformational societal impact of a mobile.
Leadership & Culture
Leadership, to Kishore, transcends titles and designations. It’s about actions, contributions, and fostering a culture of listening and mentorship. He emphasizes the value of collective wisdom within organizations, acknowledging the wealth of insights and experiences each team member brings to the table.
Kishore underscores the importance of nurturing a culture of openness, authenticity, and accountability within organizations to drive meaningful change.
Impactful Engagement and Social Currency
Share the Load’s success lies not just in amplification but in meaningful engagement. It sparks conversations and actions, addressing deeply ingrained cultural stains like patriarchy. Kishore recognizes the power of social currency, where individuals willingly invest their time and attention in movements they believe in.
Cultural Evolution and Purposeful Business
Kishore challenges the traditional notions of business and profit, advocating for a more holistic approach that integrates purpose with profit. He believes that in some cases brands can trigger cultural change, though cultural change is not the sole responsibility of brands but a collective endeavour involving individuals and society at large.
Conclusion
Suraja Kishore’s insights offer a roadmap for building campaigns that transcend mere advertising, inspiring cultural change and fostering authentic connections. By prioritizing value creation, embracing cultural strategy, and nurturing collective wisdom, brands can not only thrive but also drive positive societal impact in the process.
P.S. Suraja Kishore is the CEO- BBDO & teamX India (Omnicom x Mercedes-Benz).
Jagged with Jasravee, the Marketing Show 
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