They (our clients) had a vision and we had a dream. They actually demanded and made us realize the need of the hour. Since the scribble on the wall said, Go Digital, go forth and conquer, we went North! They helped us carve a niche with the opportunities they gave us and brand building, communication – the entire gamut got a digital boost.

Any background on naming Concept Digital?
Respect for the Mother Brand! Why would we ditch the banner we were born with? We take pride in being associated as To the Manor Born!
OR
We had the privilege of being born with a silver spoon in our mouth, as Concept had been a vanguard in advertising in its heyday! So we cruised along with the name and carved our digital identity, as digital was our new avatar.

What has been the reaction of clients and industry to this kind of thinking?
Our digital birth got a red carpet reception as it was keenly awaited by all our clients – they were already ready for it. Minimizing cost and maximizing reach and effectiveness, what more could a client want? So digital was like manna from heaven.

Do you think the advertising business in India is undergoing a change?
It’s like a change that came about when Galileo said the earth is round. Digital is a discovery that has done for advertising what sky diving does to adrenalin junkies.

Is there any agency which serves as a role model for you while building Concept?
We don’t have to look far. It’s in our wacky genes! Concept Communication.

What does Concept do which sets it apart?
We nurture snoopsters under the guise of R&D. Their sole function is to report all those innovations and everything new on any platform which keeps our industry alive and kicking!

Tell us about your favorite campaign…
We don’t want to play favorites! But if you insist, Save Campa Cola compound was a battle well fought.

Do you think brands whose advertising wins awards, do well in the market?
Awards cannot be won in a vacuum. Nor are they showpieces, which is what we would like! Its only after being proven as a successful case study can a brand make a dent in the psyche and then, if lucky, floor the jury.

Is there any particular work that you have done which has helped build a brand?
Hearts and Arrows campaign for Divine Solitaires in the classy mould, WOW Popcorn really wowed our TA and Coldwell Banker is tenaciously spreading its warmth with its reach.

How important is the focus on good brand idea at Concept?
Hey, what does our name mean?

How important is strategy to having good creative?
Just like the witch needs her broomstick to fly high.

How can aspiring fresh talent work with you at Concept?
By showing us how wacky they can be. As the famous line goes, we’re just a call away!

Any backup plan if Internet is not working in office?
The winning faction in the Mahabharat would decide whether to convert the office into a cricket pitch or kabaddi ground! Backup, what’s that? We like to live on edge.

Who would your creative team like to take out for dinner?
Sachin Tendulkar or Tabu.

Mac or PC?
Aspiring for Mac. Actual ground reality: PC!