#TBH her work life is filled with a lot of #FML & #LOL moments and a day in her life is always unexpected. Triggering a digital intervention by a campaign fulfilling the brand’s purpose along with acknowledging a social issue is what makes it all worthwhile for Priyanka Joshi, Creative Supervisor, Ogilvy & Mather.
According to her, an ideal campaign is what makes the consumers think. Although “deadline” is the most irritating word for her in a brief, she does not step back to go out of the line to meet it, even if it means staying back 3 days in a row. In a conversation with Social Samosa, Priyanka Joshi takes us through how would she lead the digital world into tomorrow.
What led to your entry in the dynamic world of digital marketing?
Before going digital, I worked at an integrated agency. At the time, most of my mind-space went into writing TV scripts, cracking hoarding ideas and crafting print ads. Yet, what I looked forward to every day was the little time spent on digital ideas (this was back when digital wasn’t taken too seriously). There was so much to learn from this platform and as a creative, so much to invent. The possibilities were endless. So, I decided to take a risk, and enter the digital marketing world. A risk I’m thankful for.
Looking back, how would you describe the journey. What is the one instance that made it all worthwhile?
#TBH my digital journey has had a few #FML moments, but way too many #LOLs and #Wins. And while there have been many #TBT moments, the most recent was #LforLove. A campaign my team and I worked on, that tackled the overtly sexual representation of lesbians and homophobia in India by normalizing lesbian relationships. The campaign, triggered by a real-time digital intervention, not only created positive narratives, it also led to acceptance of the Indian lesbian community at large.#LforLove even attracted worldwide attention, from 51 countries.Achieving this at a time where homosexuality is still considered criminal, was a feat that’ll make me proud for years to come.
Your idea of an ideal campaign?
Something that makes the consumers think.
One memorable campaign that you worked on. Any behind the scenes dope?
In 2016, we saw an opportunity for our client, Dove, to do something special on Mother’s Day. The outcome of this was #MinuteForMom. A campaign that understood that technology was distancing the youth from their moms. So it used that very technology to help bridge the gap. We targeted popular platforms people would be visiting on Mother’s Day, instead of spending it with their moms. TV, cinemas, flights and social media topped the list. And while we bought ad space, we didn’t run any ads. Instead, we asked millennials to use the ad time to call moms.
While the campaign ran on almost every platform available to advertise, what’s interesting is we presented the idea as a pre-roll campaign. However, the client loved the idea so much that they invested in taking the campaign live across 10 platforms. For the first time, a digital idea translated into a full-fledged integrated campaign.
Also Read: Leaders of Tomorrow: Stop thinking like a PR executive or a Digital specialist: Abhishank Babbar
Don’t really have a motivation mantra. Rather, I surround myself with people who keep me inspired and motivated.
One day in your work life…
One upcoming trend you want to latch on.
One trait that helped you win 30Under30; any tips for upcoming participants?
A colleague had suggested I participate in 30 Under 30. My first reaction was – ‘No way am I going to win! Why even try?!’ Unfortunately, most of us (especially us women) undermine our capabilities and stop ourselves from trying. My only advice for upcoming participants is to always try. That is what made winning possible for me.
One moment or instance from your journey that aptly describes #AgencyLife
Staying back at work for 3 days in a row to meet an important deadline, and then being told the deadline’s been pushed. Only in advertising!
Your favourite campaign – #WomenNotObjects
Most irritating word in a brief – Deadline
Most overused digital marketing buzzword – Viral
One brand you love on social media – Wendy’s
Rank in order of fondness: Facebook, Instagram, Snapchat, Twitter, LinkedIn
Instagram, Facebook, Snapchat, Twitter, LinkedIn
One stereotype about working in the digital media sector that is thrown at you every time.
That digital = social media management… ie: posts.
In reality, the digital media landscape is so vast, fascinating and rich with possibilities.
One campaign you wished you had been a part of and why?
Australia’s road safety campaign – Meet Graham. Yes, it’s a spectacular idea. Yes, it’s an extraordinary amount of research. But the perseverance and guts it took to pull off, for both the agency and brand, would have been quite an experience to be part of.
3 things you do daily that have helped you excel professionally.
Have fun, especially with my team. No matter what life throws at me.
Observe the world. And not from behind the phone screen.
Digital marketing gurus you look up to:
Tarana Burke, the woman who started the #MeToo movement. While she is not a digital marketing guru, the campaign she initiated transformed into a revolution that made positive change happen.
Where do you see yourself 5 years down the line?
Exploring and using the many opportunities that new platforms and innovations are constantly throwing at us. Integrating them seamlessly as part of one communication message. And having fun doing it all.
Marketing and Advertising Icons/Leaders you follow and look up to for inspiration
Madonna Badger and David Droga.