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A computer engineer by qualification, Pratik Mishra, Associate – Social Media at Rediffusion Y&R, strongly believes in pushing the limits of creative communication to leave an indelible mark on the consumers’ minds. Born in Gujarat and brought up in Maharashtra, Mishra completed his education in Mumbai. The gadget aficionado has worked with a start-up called Right Click and Social Wavelength, handling brands such as Woodland, Catwalk, Arena Animation, MAAC in these agencies. He has also worked with Quasar, a GroupM company on accounts such as Olay, Ambi Pur, Colgate, etc.
Currently working with Rediffusion Y&R and handling digital activities of Tata Companies, this zealous youth loves his job because of the freedom to ideate.
In a candid conversation with exchange4media, Mishra speaks at length about what he loves about his job, his goals, and much more...
What made you choose advertising as a profession?
I was always intrigued by the ads that were shown on television, on hoardings, as well as on the internet. I wanted to know the dynamics behind executing an idea. How did that idea germinate in the first place? And as I got into this profession, all of these questions, along with many others got answered, slowly but surely.
What are the three things that advertising has taught you over the years?
• Whatever be the communication, there will always be a certain section in the crowd who wouldn’t agree with the brand’s positioning.
• If the client is happy, then the bosses in the agency will be the happiest.
• Today’s advertising has changed the way brands interact with their potential consumers. It’s no longer a monologue. One has to push the limits of creative communication in such a manner that the dialogue that takes place leaves an indelible mark on the consumers’ minds.
What do you love about your job and what are the things you dislike?
The freedom to convey what one feels and communicating with the audience in the most innovative manner without having to follow a certain set of rules is what excites me, especially, in the field of social media, where everyday poses a new challenge. How does one tweak the posts in order to make the communication relevant in regards to the current scenarios is quite challenging.
I don’t really dislike anything but I do get annoyed when people start comparing our lives as what’s shown in the show ‘Mad Men’. It’s hard to explain to them that there’s a huge difference between what’s being shown and the way the business actually functions.
How does your typical work day look like?
In comparison to an average day’s start, my day at Rediffusion starts pretty early in the morning, since quite a lot of reports are supposed to be sent to the client at a set time. Once that’s done, the entire team sits together and chalks out the tasks that need to completed in that particular week, followed by prioritising the daily tasks. Brainstorming sessions on what kind of activities can be conducted for the clients happen almost every alternate day. This is the time when every team member chips in with their creative inputs. In totality, once the day gets over, the feeling of accomplishment is felt.
Which is that one project you are proud to be associated with?
The digital launch of Park Avenue’s Beer Shampoo is one project I am particularly proud of. Right from developing the core idea to making it visible to the audiences on the digital front, every moment gave me an unparalleled high. Pun intended.
Who is that one leader in the industry whom you look up to?
I really admire the way Prasoon Joshi has charted out his own course in the field of writing after starting from advertising.
Five brands that you would want to work with…
Nike, Diesel, Coca-Cola, Apple, Red Bull
Had you not been in advertising, what do you think you would be doing?
I would have been wearing dull formal clothes everyday in a mundane looking office, gotten lost in the crowd and never would have been able to answer the questions that I am answering right now.
Where do you see yourself five years from now?
I see myself playing a pivotal role in bringing in more accounts, because at the end of the day, it’s all about the moolah!