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Fest of creativity kicks off

Day one of the festival saw speakers from across the globe shedding light on innovation, creativity, uncluttering advertising and zooming out from the billboard trend

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Mindshare Loop Room and The Purple Box at the conference
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It was meant to be a melting pot of talent, which indeed it was. The first edition of Zee Melt 2015 saw some 1338 registered delegates in attendance on Day One with speakers hailing from diverse backgrounds and continents.

The two-day festival of creativity in advertising and marketing organised by not-for-profit firm Kyoorius in partnership with Zee Entertainment, GroupM and D&AD, opened in Mumbai with a mix of events.

A conference saw speakers from creative agencies across the globe shedding light on innovation, creativity, uncluttering advertising and zooming out from the billboard trend. It began with a presentation by Chris Sanderson, co-founder of The Future Laboratory, followed by Daniele Fiandaca of Creative Social talking about the several advantages of breaking out of the clutter and innovating. Christian Behrendt of Razorfish followed with a take on why we should shift from 'award-winning' to 'world-changing' creativity. Bo Hellberg of Brave and HeyHuman spoke about the possibility that human creativity will soon be replaced by artificial intellect aka machines that dish out creative ideas and storylines. The sessions continued with talks by Jason Harrison of Gain Theory, Huib van Bockel of The Social Brand, Dylan Berg of 72andSunny, Daniel Hirschmann of Hirsch & Mann, Hugh MacLeod of Gapingvoid and Takahiro Hosoda and Kazuaki Hashida of Hakuhodo.

Concurrently, a seminar entitled Kinetic Future Citizens was focused on understanding the consumers of the future; their interests, needs, wants and behaviour. Speakers including Lightbox's Sid Talwar, YouTube India's Satya Raghavan, Digital data strategist Subhendu Mukherjee, Facebook's Fergus O'Hare and Happy Finish's Simon Gosling talked about how brands can connect and entertain their audiences.

A series of workshops were conducted through the day. These hands-on sessions with experts include interactivity with AR/VR, photography, branding and technology.

Talking about the common fight between digital versus other forms of media, Prasanth Kumar, CEO, Mindshare South Asia said, "The approach shouldn't be between digital and/or television or print, rather in advertising and marketing the content is important. The key is to pass on the message effectively and engage with the audience irrespective of the medium. The idea is to get all media together."

Day One concluded with a debate organised by the India chapter of the International Advertising Association IAA Debates battling out on the issue of whether the mobile is likely to become the primary screen for news and entertainment in the next three to four years.

Rajesh Kejriwal, founder CEO of Kyoorius, said, "We were delighted and encouraged to see delegates participate so actively in sessions at MELT. Day One went off brilliant. What was particularly heartening to note was when people told me that they profited from attending the proceedings."

Day Two of the event will see a continuation of the conference and culminate with the Kyoorius Awards with over 1500 members of the fraternity in attendance.

In Arrangement with MxMIndia.com

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