Here is a quick Q&A with Kahini Panjabi, Co-Founder of Naidu & Punjabi & their latest ad campaign for ziffi.com.
You are half the founding team of Naidu & Panjabi. Why did you decide to hang your name on the door, literally speaking?
The whole idea behind launching was combining old school values with current ideas and bringing back what advertising used to be – a medium that sets trends across the country. We’re not some fly-by-night operation, hence no “creative” naming technique – we’d rather save the creativity for the work.
Has being a drummer ever directly influenced your work?
It has, although subconsciously I suppose. I think everything I do, in terms of music or any other activity for that matter, influences my work. Drumming, at times requires patience and concentration and these two virtues can take you a long way.
Why do clients choose you over older firms?
I wish I could look into their heads but I’d like to hope it’s because of the fearlessness. And it shows in the work you do. It’s about creating cutting-edge, aspirational work, which requires a certain sensibility, confidence and the ability to create work that resonates with a younger India.
Do you think ‘digital’ as a subset of marketing is going to be mainstream any time soon?
Digital marketing will, very soon, form a high percentage of mainstream marketing. A greater part of our country, however, still relies heavily on traditionally mainstream marketing, which might be difficult to replace completely.
What are the mandatory channels for a campaign today, do you think?
I don’t believe in mandatory channels. A decision like this depends solely on the product/ service and the target group. If these basic rules aren’t followed, it results in media wastage, or worse, brands being misunderstood.
Do you think clients today are more geeky than they were 5 years ago?
Yes, way geekier and it’s awesome. There is so much to learn and share and it’s always great to work with progressive, risk-taking clients who are open to trying new things.
Are marketing messages driven by societal norms or can marketers drive change in society? Should a marketer’s belief system colour his or her marketing choices?
Marketers are a mix of all kinds but they do have the power to drive change. To drive this change, the marketing manager must be brave, and trusting of the creative agency, a combination that is tough to come about. To be a good marketing manager, I strongly believe you have to have a very progressive approach towards life. The minute you make judgments based on personal belief systems, it’s almost as bad as ‘playing it safe’.
ziffi.com is your latest ad campaign. How did the whacky idea come about?
I’ve been caught saying some really strange things sometimes. It can be quite embarrassing. And when it comes to salon appointments, it can get really awkward.
If you could create a campaign for any product or service in the world, what would it be?
Google/YouTube. Huge fan of all everything they do.
What do you think makes a hot brand?
If it ushers in new ideas and opinions or influences pop culture in anyway, you are onto a hot brand.
What do you think makes a hot marketer?
A sharp jawline.