The Creative curve

As partners at GCD Studios, graphic designers Shahana Jain and Devshree Sahai contribute enthusiastically to the ‘creation of ideas without boundaries’.

What does it take to create persuasive advertising campaigns?

SJ: The key to making a campaign effective is keeping it real and relatable. Our experience has taught us that great ad campaigns are often founded on deep insights - complete understanding of the brand, the gaps that it seeks to fill, the target audience, competition, etc. Drawing from real stories and experiences lends authenticity to the messaging. It is instantly perceived as logical and therefore becomes memorable.

It is very important for the brand to find values that become uniquely associated with the user. A campaign can be effective and memorable but converting it into an actual reaction requires deeper understanding. If it manages to strike a chord with the target audience and brings positive results for the brand it has served its purpose.

Transparency and honesty also play an important role in making a campaign stick. There has to be truth in the message so it has the power to convince the viewer/consumer to engage with it and buy into the product/ service. A campaign becomes the face of the brand and creates an image in the minds of the consumer. That image must be credible for it to have the desired impact.

Good design is imperative for a campaign to be noticed. A judicious combination of copy and visuals with appropriate emphasis on both, impactful messaging, uncluttered and clean visuals that convey a clear message, and simple layouts all go a long way in presenting the campaign esthetically, therefore adding to its saleability.

Devshree, what role has formal art education played in your career?