Creatives, you may be teeming with great ideas, being able to present them convincingly is crucial. Think of every presentation as an opportunity to story tell. If you’re able to understand the components of a good story, you will be able to translate them to your presentation and thus convey your ideas in a way that captures your audience’s interest. Here are some tips to get you started.
Use whatever is in your arsenal to tell a good story and present it in a way that it comes alive. I recall this one experience when I was working on a campaign for McDowell’s No. 1 Soda, a Diageo USL India brand. ‘Friendships’ had been the long running theme for the brand’s communication. As I was working on the campaign and researching insights around deep friendships, one realisation struck me.
One of the things that’s very authentic and epitomises deep friendships is the farewell videos that you play at graduation ceremonies or when a colleague is leaving. You find many such videos posted on YouTube too. In many of these videos one finds the same songs on friendship being used over and over again. The likes of Bruno Mars’ “Count on Me” or ‘I'll be there for You’ or ‘That’s what friends are for.” That gave me an idea. What if a brand like McDowell’s No.1 could create and own India’s next friendship anthem? Why not?
So I wrote a song on our deepest friendships and titled it ‘No.1 Yaari’ or ‘No.1 Friendship’. It not only borrowed from the brand name but also referred to strong bonds and deep friendships. I wrote about friendship that’s deeper than any ocean and higher than any sky, that has seen many summers together and become strong with each passing year. Much of the inspiration came from my own friendships and my own experiences. I guess that’s what makes some of our ideas most authentic.
I got a scratch recording done and presented it to the client weaving in the story of how the authenticity and emotionally charged feel of farewell videos had inspired me to come up with a song instead of the usual 60 second ad. The client loved the idea. As we progressed with the campaign we built a story of three friends around the song and shot it as a music video. ‘No.1 Friendship’ is now a long running platform idea for the brand and the music piece from the song is now an important brand asset. The video continues to garner millions of views on YouTube but the best proof of its popularity is that many farewell videos on YouTube now use McDowell's No.1’s ‘Yeh No.1 Yaari Hai’ as their soundtrack.
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Former Chief Creative Officer of South East and South Asia, and Vice Chairman, India