CREATIVITY ASSIGNMENT

Group Members: Rufina T. Saujee-80 Sukhada K. Sontakke-104 Sana M. Pagarkar-92 Rashmi P. Dooa-78 Nikhat Parkar-62 MMS-B

"Being creative is seeing the same thing as everybody else but thinking of something different" CONCEPT OF CREATIVITY
Creativity includes the ability to take existing objects and combine them in different ways for new purposes. Thus, a simple definition of creativity is the action of combining previously uncombined elements. From art, music and invention to household chores, this is part of the nature of being creative. Another way of looking at creativity is as playing with the way things are interrelated. Creativity is the ability to generate novel and useful ideas and solutions to everyday problems and challenges. Creativity involves the translation of our unique gifts, talents and vision into an external reality that is new and useful. Creativity takes place unavoidably inside our own personal, social, and cultural boundaries. There is no one definition of creativity that everyone can agree with. Creativity researchers, mostly from the field of psychology, usually claim that being creative means being novel and appropriate. At least three aspects of creativity have drawn much attention. The creative process, receiving the most attention, focuses on the mechanisms and phases involved as one partakes in a creative act. A second aspect of creativity is the creative person. Here, personality traits of creative people are central. The environmental atmosphere and influence are concerns of a third aspect, the creative situation. Lastly, the criteria or characteristics of creative products have been sought. This area is of particular importance because it is the basis of any performance assessment of real world creativity and may provide a window on the other aspects of creativity. Briefly stated, creativity is often thought to exist on at least five levels: 1. A higher level versus a lower level 2. Grand versus modest 3. Big "C" versus little c 4. paradigm-shifting versus garden-variety 5. eminent versus everyday Creative thought can be divided into divergent and convergent reasoning. Divergent thinking is the intellectual ability to think of many original, diverse, and elaborate ideas. Convergent thinking: the intellectual ability to logically evaluate, critique and choose the best idea from a selection of ideas. Both abilities are required for creative output. Divergent thinking is essential to the novelty of creative products whereas convergent thinking is fundamental to the appropriateness. Thus, any general definition of creativity must account for the process of recognition or discovery of novel ideas and solutions.

 IMPORTANCE OF CREATIVITY
Creativity is important because it brings out new and exciting ideas and activities that are unique to one person. Everyone is creative in some way it just takes finding what interests you and have fun. Creativity is the Most Crucial Factor for Future Success. Ideas are the currency of the New Economy. If we are going to find solutions in a world that is becoming increasingly interconnected and complex, we cannot rely on traditional ways of leading and managing

GLIMPSE FROM THE CORPORATE WORLD USING THE CONCEPT OF CREATIVITY Cadbury Dairy Milk explores unabashed joy of chocolate with 'Silk':
Cadbury India launched Cadbury Dairy Milk Silk, its premium offering under the Cadbury Dairy Milk brand. The company aims to position Silk as 'smoother, creamier and chunkier. The TVC hopes to highlight the experience of eating chocolate with childlike innocence and unabashed joy, and sports the tagline Have you felt Silk lately?' Its campaign gave a refreshing feel to the entire chocolate eating experience. It was all about blissfully losing yourself in the smoothness of the chocolate. Cadbury India went all out to promote the new variant and rolled out a TV-led 360 degree campaign including outdoor, print and Internet. O&M is the creative agency on the account.

Volkswagen Plants Audio Ad in Print Newspaper:

Volkswagen fit an audio advertisement in Times Of India on the last page that played in an endless loop until one closes the paper. An audio transmitter was attached to the last page where a pre-recorded voice spoke (in a loop) about how the Volkswagen Engineers have built their cars with so much passion and commitment that they are very upset every time they see someone else drive the car away. The advertisement not only brought awareness but was also an excellent example of application of Technology in the field of Print.

Jago Re campaign by Tata Tea

Tata Tea launched their Jaago Re meaning Wake Up TV campaign in an effort to wake up an apathetic nation to the issues that affect it, literally stirring up a storm in a teacup. They were successfull in drawing attention to important issues. The challenge was to smoothly transition from being an awareness initiative to an action oriented tool that Indians could use to make a real change in the country by partnering activists & organisations who had the means to make it happen. At the centre of the campaign is the website www.jaagore.com which as of today supports key issues Corruption, Education, Child Rights, Global Warming, Voting, Human Rights,Womens rights, Health, Civic Issues, Differently Abled. Users can create their own prof(either as individual or as NGO) by associating with one or more issues. The site then offers important features of a social network such as creating profiles, networking, creating groups, events, and contributing content such as articles & documents related to the issue that the supports.Apart from the website, the campaign was powered by social media with communities on Facebook and Twitter supported by a blog. Thousands of citizens actively participated with the website and volunteers have fuelled

over 200 + live projects. The online movement has received recognition including a Silver for Best Debut Website at Exchange for Media Digital Awards 2010, was shortlisted at the Goafest Abbys 2010 in the Website Consumer Goods category, in the Best Digital Brand Solution category at Yahoo! Big Idea Chair Awards and another in the Best Website (Activism) category at the W3 Awards in 2010

Amul: Use of Topical Events in its Campaign

With its clever use of topical events, Amuls utterly butterly campaignit has the distinction of entering the Guinness World Records as the longest running campaign and has won the brand several accolades. Playing the role of a social observer, its weekly comments have tickled Indias funny bone since 1967, when Sylvester Da Cunhas irrepressible Amul girl first had her say. Alongwith the campaign idea, they kept working upon the packaging, technology and their approach to marketing. But the only thing that helped them sail smoothly is that they did not change their core valuesgive the best quality product to the consumer, and the best possible price. It holds true in any era, From Utterly butterly delicious Amul to The Taste of India, Amul continues to be the toast of the country.

Sunsilk Answers ConsumersStyle Dilemmas Case

Sunsilk has fast become a leading hair products brand. As part of the Unilever portfolio, one of the worlds largest consumer products companies operating in more that 50 countries worldwide, Sunsilk wanted to use online to target its key demographic;18- to 24-year-old females. It came up with a creative idea of collaborating with Microsoft Advertising to create a sixweek campaign which used Windows Live Messenger to host an online forum chaired by professional stylist Jonas Wramell. During the campaign, every Friday, Wramell went online to chat with consumers and solve their styling dilemmas. In addition, during the campaign, ads were placed on the MSN home page to drive traffic to the official Sunsilk Web site. The Sunsilk Campaign provided strong evidence that a brand could effectively engage with its target audience and increase traffic to its website. Sunsilk ads placed on the MSN homepage were viewed by more than 2.5 million people.

Coco-Cola comes up with New Packaging Designs

Coco-Cola came up with New Package designs which not only increased the popularity of the product, but also made the customers wait for the next design and more over these designs helped in conveying any messages. In other way, one can promote their product and create an awareness of any kind with the mass. Beginning with the 2008 Olympic Games designs to some exclusively designed bottles with Coca-Cola Club Coke, the company was successful in increasing consumers with its creative designs and ideas.

 Maggi looks to consumers for new flavours

Maggi launched the Me And Meri Maggi campaign to celebrate the emotional relationship Maggi has with its consumers where they allowed the consumer to own the brand and talk about their unique experiences with Maggi. The inspiration for the new 'Me and Meri Maggi' range came from the consumers, and from their overwhelming response to this campaign."In this campaign they created three new flavours. The campaign brought an excitement among the consumers and helped the brand to attract new consumers.

Relaunch of Frooti-The 'Digen Verma' Campaign

Frooti has always been positioned as a drink for kids. So the brand wanted to position it as a drink for the youth, especially, the college-going teenagers. Therefore they went in for a real life, down-to-earth person, who, like any college student likes to bunk classes, is a good sportsman and is a popular figure in the college, with whom the teenagers can actually associate themselves. The character was called Digen Verma whose character was completely resembled to a youth. The Digen Verma promotion campaign was one of the most interesting and innovative teaser campaigns ever made in India. The Digen Verma promotion campaign was one of the most interesting and innovative teaser campaigns ever made in India. The campaign seemed to have been successful in evoking tremendous interest. This campaign seemed to be the most cost-effective way of promoting Frooti. In terms ofconsumer engagement, it was a hit too. The success of the campaign was beyond our wildest dreams.

Pantaloons has launched its 'Colours of the season' campaign across print and outdoor
The Colours of the Season campaign was based on the creative thought of fresh fashion. Typically the average purchase cycle at a mall is 45 days. Through their new communication they attempted to reduce this to about 25 to 30 days. The idea behind the new campaign was to own certain colours for the season and attract consumers to the store.

Pizza Hut Bike Clock Ad

A large digital countdown clock was installed on the back of Pizza Hut bikes to dramatize their on-time delivery promise." This idea helped them show consumers their valued added services and importance for their consumers time.

Domino's Bike Oven Ad

Ordinary white boxes on the back of pizza motorbikes were cleverly redesigned to make them look like ovens. This idea aroused curiosity, creating an effect as if the pizzas have just come out of oven hot and fresh.

Kurkure comes up with the range of Ingredients of India

After battling a big controversy about Kurkure containing plastic, PepsiCo India launched a brand new range, Ingredients of India, with a nutritious content - dal. The company launched three new variants -- Mumbai Chatpata Usal, Bengali Jhaal and South Spice Mix, in the new range.

To promote the same, PepsiCo India launched a new television campaign, which showed the family of Mrand Mrs Badlani (Juhi Chawla). Mrs Badlani, who is a psychic, ends up changing everything in her house in an attempt to change a bowl of boring dal. It is then that her husband introduces her to Kukure's new range. Speaking about the idea, Sonia Bhatnagar, vice-president and senior creative director, JWT, said, "We arrived at the idea from the fact that there is a time in everyone's life when one wants to break away from the monotony. Dal is one such food that is a part of everyday life. Therefore, to break away from the boredom of eating the same thing again and again, we went ahead with the idea of 'Badal Ja'."

Surf Excel: Dirty like a dog

Surf Excel's 'Daag Achche Hai' campaign has brought forward interesting concepts about the benefits of children getting their clothes stained. Last time, it gets a child to go to the extent of getting dirty like a dog, which for some has been a thoughtful insight, while for others, distasteful. The 'Daag Achche Hai' positioning has been around for almost five years now. It runs a thematic campaign each year, based on 'Daag Achche Hai'. Apart from that, it runs other commercials talking about the benefits of the product around the year.

Vodafone - The 'Zoozoos' Campaign

In November 2008, Vodafone Essar decided to launch an advertising campaign to communicate the VAS offered by the company. The company planned to air the ads during IPL-Season 2. During IPL-Season 2, a different ad would be shown each day, to attract the viewers' interest. During the IPL-Season 2, a total of 30 different TVCs including Cricket Alerts, Beauty Alerts, Phone Backup, Chhota Credit, Vodafone Maps, Vodafone Call Filter, Live Games, Musical Greetings, etc. were aired

PepsiCo's Mountain Dew dresses up in new neon pack

PepsiCo India introduced a new neon pack for its citrus-flavored carbonated soft drink brand, Mountain Dew. Available for a limited period, the neon color bottle, was said to be launched in India for the first time. The company said the limited Edition Mountain Dew Neon Pack is available in pack sizes of 500ml and 600ml PET bottles. As a part of the launch of new limited edition Mountain Dew neon pack, the company is launching a TVC with Indian actor Salman Khan exploring a dark and dingy cave where the new Limited Edition Mountain Dew Neon Pack shows him the way. The Mountain Dew brand and production rights were acquired by the Pepsi-Cola company in 1964, at which point its distribution expanded widely across the US.

 Sony expands its colour range of Vaio Laptops in India

Sony reloaded its existing lineup of Sony Vaio Laptops in India by splashing by splashing them by even more colours. Sony planned to increase the sales of itys laptop series by twofold in FY11. The slim and portable Vaio S series comes with a long battery life in five colours to choose from. The light-emitting C series is fitted with an HD screen to display discrete graphics and the six shades it is available in, gives it a unique appearance. The Sony Vaio E series aim at young professionals and students providing an option of four hues. It is said to be apt to be carry out everyday computing functions while in the move. The Vaio Y series claims to be budget friendly, versatile and fit for beginners.

Tata's Nano Home: Company behind world's cheapest car

TATA was known for making lumbering trucks come out with a cute as a bug car that its rivals could not built to a target price of 1 lakh.In India , a middle class family would travel by scooter in the classic, death- defying Indian fashion. The father would drive with his son on the floorboard in front of him and the mother seated pillion, cradling her infant daughter in her arms. In India at that time, CARS for a young family were far out of reach and is still the same.- Ratan Tata It all started with a dream which was translated into a reality on the 10th of January, 2008 at the Auto Expo, Delhi. The concept behind the creation of the Peoples Car was to fill the status void that was felt by the middle class families.

Walt Disney Creativity

Walt Disney not only created and drew Mickey Mouse, but also did his voice. Not only does his work have great aesthetic beauty but it also invokes great emotion too.

Onida launched 786 T.V. Model

Onida launched a T.V. model no.786 at a price of Rs. 6786 with a green cabinet to target the Muslim community in Uttar Pradesh. It received an overwhelming response with an advance booking before the product being launched.

Dell Going Native

Dell moved its design center to Shanghai. The leading example was the new Studio Hybrid consumer desktop, which is very small, yet customizable through skins, including one made out of bamboo. This is one of the most ecologically friendly products created for the segment. These changes are coming out of China which, increasingly, given the power of that market, will be driving much of what we buy for everyone operating on a global scale.

 Lays Potato Chips New Localwashing Campaign

Most of us are familiar with green washing, where marketers imply eco-friendliness through terms like natural and earthy-looking imagery on the packaging. Now, it looks like Frito Lay is turning its eyes to the local food movement with a new local washing campaign.