In today’s era of information overload when people are developing a natural defensive mechanism against advertising in particular, Somak Chaudhary is looking for ways for brands to break down these defenses. It must be first by being a source of enjoyment, not information, the Leo Burnett art director believes.That’s how a brand can continue to speak to its consumers and connect with them whether regionally or globally, he says. He says that beyond cultural differences and lifestyles is a state of mind of the people. Being able to identify that is the key to getting into their lives.
“When one turns a tangled mess of wires that was an eyesore to everybody into a new medium, people notice it and get the message. Not because it's unconventional or ambient media or guerrilla advertising, they don't use such words in their life. … They talk about it just because it's something new. It's not about information; it’s about entertainment. Nobody wants to know how a particular movie or song is good for them or will change their lives.They just want to enjoy it.”A recent assignment is the example about tangled wires that he cites.As part of the regional team handling Procter & Gamble, for the Rejoice brand of conditioners, he placed a giant comb among the many utility cables strewn throughout Bangkok’s central business district to highlight Rejoice conditioners as the solution for tangled hair. Consumers got the message…and talked about it.