YOU can be a ‘SUPER INTERN’ at our ‘SUPER START-UP’ if:

You have a ‘gift for words’ and the ability to put things across in an understandable and interesting manner. 

Your grammar and command over English is super awesome! (We would prefer English Honours Graduates)

You are a voracious reader – you will have to create content for top publishing houses (You’ve got to eat, live and breathe books!)

Experience: Don’t worry about it! Just ‘do it’ with us.

What makes this internship unconventional?

It is different from the humdrum jobs your friends are working on as:

- It involves responsibility right from day one and the training happens on the job.

- You get to work with a start-up which is working with one of the best brands in the publishing, fashion and mobile industry. 

- Your experience is not limited to only the profile you’ve opted for but you also get to learn a lot of uber cool things like film making, strategy, photography and what not!

- It requires a lot of effort, thinking and creativity, unlike conventional jobs your friends would be working on.

Duration: 6-8 weeks

Location for work: Right here at our office! (Creativa India, T 26/2 Lower Ground Floor, DLF Phase 3, Gurgaon)

Know more about us here: www.creativaindia.com

It is hard work, but it is pretty exciting. Are you up for it?

Just send in your resume to abha@creativaindia.com

But what if that same dull text on your screen turns into an interactive extravaganza? What if the words turn into a melody and pictures are set into motion? What if while reading Harry Potter’s magical adventures, you suddenly witness spells coming alive on your screen? Would it interest you then?
Is that a maybe we hear?

This concept that is revolutionizing the publishing industry is known as ‘Augmented Reality’. Revamping the reality with the essence of smarter technology appears to be the motto of the whole idea. With the worlds of retail, computing and entertainment already being affected by it to massive proportions, publishing industry seems to be the next big avenue.

The main concept of AR is to superimpose graphics, audio or any other sense enhancements in real-time. Global companies like Zapparand Layar are trying to bring about this virtual change for the past few years. In India, few players like Gamooz and AdStuck are also making heads turn. Mobile apps are the current mode of experiencing this service. Interested readers can download an application (Google play for Android and iTunes Apps Store for iOS) and then scan the book’s cover or any particular page (AR enabled) with a camera. The result is static print pages turning into digital experience.

The whole setup is still into nascent stages and a lot is to be done to make it commercially viable and publicly acceptable. Most books – that incorporate AR features show off the technology, but in isolated ways that aren’t really integral to the storyline: a creature will pop up and seem to stand before you in 3D; a video will start to play when you hover over a code. They are, for the most part, tacked on whistles and bells, whose novelty – while impressive – wears off. Kids being the primary audience are hard to keep entertained with similar stuff going on with every page turned. The cost factor is there but again, the main issue to be solved is the public acceptance and generation of fresh content every time around.

Imagination and Creativity is the key here. While these modes promise increased audience engagement, they demand even greater thought put into the product. In the near future a reader might use an app to recover fragments of a character’s past which would explain their behaviour in the present, explore multiple viewpoints, fragmented visions, even new characters—purposefully inserted detail vested with the author’s understanding of human desire and frailty. Readers will be delighted with the story’s antagonist coming to life and challenging the mighty hero with a stern voice and haunting expressions.

Now the question arises, how to bring about this business model into the common conscience? An effective synergy between publishers and AR developers is the basic requisite. Now that publishers have begun to wrap their heads around the creative possibilities of the digital publishing format some interesting projects are emerging, like this recent book from Goosebottom Books, ‘Horrible Hauntings’, which, when viewed through an iPhone/iPad app, creates the impression that the illustrations have sprung to life. Take a look at the trailer to see what we mean:

This is just an example of how the technology can benefit both the parties immensely. Books and Novels are a perfect platform for AR firms to showcase their capabilities and gain mainstream acceptance. On the other hand, publishers, apart from the usual ‘reader experience enhancement’, can greatly benefit on their marketing and merchandising front. With e-books gaining momentum in the market, AR technology might just be the push they need. AR services provide an interactive platform for the publishers to introduce merchandise like interactive games, mobile apps, videos, etc.(Consider this an example, how would you like to embark on a virtual treasure hunt while reading Da Vinci Code, solving clues as you move along the pages?). Apart from the increased revenue, it will again bring increased consumer engagement with the whole offering. Publishers can also use this as a platform for advertising, as a teaser for their next novel may be encrypted in any of the pages of another novel. From collaboration of social media efforts with AR and turning a novel into a social community to turning a cooking guide book into real time cookery show, the possibilities are endless.

It is about time that books are turned into ‘Interactive literature’.  I think it has a great potential, what do you think?

Sagar Gupta

Star Intern – Creativa India 

Let us begin by saying, “This is not just another internship.”

Here’s why:

• For us, you would be a very integral part of the team.
• You would have a great work profile.
• You would get different and impact worthy stuff to do
• At the end of your internship tenure, you would feel like ‘You’ve worked’ while all your friends played poker and took printouts at their respective internships.

Here’s a brief about us:

Creativa India – We’re a start-up advertising agency with core competencies in social media. Some of our clients are: HTC India, W for Woman, Random House India, Pan Macmillan India and Cambridge University Press India.

Here’s a brief on the profiles:

Content writer and idea generator

Duration: 6-8 weeks

• Writing content 
• Generating creative ideas

Essentials:

• Proficiency in English (We mean kickass english)
• Comfortable with Microsoft office (Word and Powerpoint are a must)
• An avid reader (We’ll quiz you about books – most of our clients are in the publishing space)
• Low on EGO, High on ENTHUSIASM to Learn

Stipend: To be discussed in the interview

Video Film Maker (A Camera Jockey)

Duration: 6-8 weeks

• We’re not looking at a pro but at the same time, we certainly don’t want someone who fumbles with the camera. 
• Decent camera skills and a great ideas on how to take the perfect shot.

Essentials

• Must be familiar with shooting a movie on a DSLR Camera. (Yes we have decent Canon DSLRs to pamper you if you’re good)
• Super awesome at creativity
• Knowledge of using a DSLR to shoot videos (We would quiz you about Aperture, Focus and all that lingo)
• Must have shot some videos (Its as simple as ‘Show us whatya got!’)
• Low on EGO, High on ENTHUSIASM to Learn

Stipend: To be discussed in the interview

Creative Designer

Duration: 6-8 weeks

• Digital Creative designs 
• Brochures/ Banners and Poster.

Essentials

• Brilliant at Photoshop/Coral Draw/Illustrator
• Creative bent of mind
• Low on EGO, High on ENTHUSIASM to Learn

Stipend: To be discussed in the interview

Place of internship: Gurgaon
Nature: Full Time Internship

Know more about us here: www.creativaindia.com

Okay so that’s pretty much the description of the three profiles we are looking at. Now, lets get to the process of application:

- Please fill in the form below.
- Send in your resume to himanshu@creativaindia.com. The resume should be named as ‘YOUR FULL NAME’ that is, if the applicants name is ‘Manish Mittal’, then the resume should be named as ‘Manish Mittal’ only.
- The subject of the mail should be ‘Internship Application for Creativa India’

Image Source: Bostinno

‘Be a social media expert in 3 months/6 months blah blah..’ – I see these ads running on Facebook everyday. And they do get to me. Do these guys really have a way of making you learn digital?

Well, if you are thinking that you might do this course and know all about the topic or start “feeling so”, I am sorry, you are in living in a fake world. Just like any other educational experience, advertising, esp. online advertising is more about ‘doing and learning’. These two things go hand in hand.

You can’t just read a few case studies, understand some basic ‘common sense’ material put across to you in a handsome way and know some good brands, great campaigns being spoken about. All you really gain is a perspective. Something that should put you a passionate drive in you to have learn more and grow. If you really wish to become a digital person, try it. Hands on, just do it.

Digital courses are good to get you an overview of the field. That’s all. And then follows a lot of your research work, know-how and most importantly, the implementation. Intern at a firm near you into the space or join one to truly work towards becoming a ‘specialist’ at it.

But for once, get this notion out of your head. Digital is like the ocean and it is extremely difficult to confine it to a 6 month/1 year diploma course. Hard work is the only way you can be on the top and perform with class.

Leaving you with something I wrote today: ’I wish to unlearn a lot I learnt to learn the best I could have learnt.’

What say?

- Dinesh

I am yet another voice of a common person who has to read you, see you on TV and continue to feel disgusted, guilty and ashamed of what’s happening across India. Brands might treat people of different age groups under ‘different target groups’. But a newspaper or new channel sees no difference.

My parents, my grandparents, my younger brother and a 7 year old neighbour of mine, who probably doesn’t even understand the meaning of most English words, now understands ‘rape’, ‘murder’, ‘kill’ and many others such as these. Is this really the awareness people are looking to create? What will this child grow on to become?

I do understand and agree that we need to know about such things, oppose them and take corrective measures too. But what we are seeing right now is ‘over exposure’.  Over exposure to bad news which makes headlines, hours of coverage in the news and special reports.

I remember speaking to a journalist once and shared this viewpoint with her. She was investigating a case and was drawing some random conclusions with words like ‘Perhaps, probably’ this and that. I requested her to give the research some in-depth understanding and only then draw out conclusions. But here was her response – ‘In India, news is news only till its new. Brimming. Hot and untouched. It must make people think and wonder – Could this happen with me too?’

But couldn’t people be made to wonder in the right direction? I later realized this term to be called ‘Responsible Journalism‘. We aren’t doing that. India isn’t seeing it.

We fail to make people feel positive about themselves, their country when they get up in the morning. Dedicating one section to this news might make sense, but this is all over the pages and covers at least 35-40% of the news in a newspaper. On TV, well, its worse. All you here is this. STOP IT. You guys need to understand the responsibility of what are you doing and how are you the most important factors influencing people’s psyche today.

Indian media – listen, think and act. Be responsible. Inform people about how entrepreneurs are setting up new businesses, how spiritualism is doing in India, how are poor kids getting some support from the government and much much more.

I am not taking sides. Not deciding topics. But suggesting a flow. Thoughts are great drivers of positivism and we have to instill that in us, and our kids to follow.

PS – Not watching TV, not reading the newspaper, might make me a ‘Super Entrepreneur’. But what’s the point of being a ‘khaali ghada’ that rolls and goes dum dum? I wish to be a responsible citizen while I pursue my dreams. And that would come only through awareness. So, read, but choose what you read.

Looking to know your thoughts.

- Dinesh

Catch up on twitter

This is what the facebook advert said:

On clicking, this ad leads to this link: http://frankfinn.in/lms/clovenetwork.php?subid=18675778~5143×3182351

My concerns:

- Wanna work with beautiful girls and make money as a flight attendant? What does that mean? What is Frankfinn institute of air hostess training trying to communicate in its so-called HR Pitch?

- What’s the bait here: Beautiful girls and money? 

I am appalled at the agency managing their ads and most importantly, the marketing decision makers who approved of a message like this.

I can understand that the entire Airline industry is going through a major setback but that still doesn’t give someone a right to advertise like this.

We need to be responsible and this communication itself speaks about the standards and most importantly, the mindset of the recruiters.

What do you think? Share your views as comments below.

Himanshu Bhalla
Creativa India

PS: Now please don’t come back to me by saying that what’s wrong with calling girls beautiful and beautiful can also refer to eternal beauty. I very clearly know what you mean in the ad and most importantly, why would someone apply for a job after seeing the ad.

(The views expressed are completely personal. I have seen a lot of parents thinking twice before sending their daughters for careers in the aviation industry and this ad itself acts as a justification for their fears. Which is sad for the entire aviation/ hospitality industry as a whole.)

I am Dinesh Juneja. The Co-Founder of a beautiful startup called Creativa India. A lot of times I am asked this particular question – ‘how did you come up with this idea?’ And I generally say whatever crosses my mind at that point of time.

a. It just came by and I decided to do it

b. It was something I always wished to do at the back of my mind

c. I think the market had potential and youngsters got respect

Well, all these aren’t exactly incorrect. They are just expressions of what I realized while I spent my time at Creativa, treated it like my own and worked towards it. But to think of it, this wasn’t my idea. I dint own it. I adopted it.

A very dear friend now, and my business partner, Himanshu, was the one who brought Creativa to life. His unnerving passion to do something different, out of the box and cut the myth most brands carry about ‘advertising is bullshit’ made him do it. How did I come into the picture? Destiny.

Or I am probably just lucky. Lucky to have such wonderful people who considered me worthy of this. My partner, my family, my best friend, my friends, acquaintainces and each and everybody who said – ‘Wow! We are proud of you.’ With each passing day their love and affection made me stronger, more confident and whatever I am today. Thank you’s would just be an understatement. I owe you all a part of my life.

When you have good people around you to help you, willing to associate with you, you will always grow. Either they will push you to do it or you will yourself realize – ‘This is suitable for you’. The challenge is – ‘How do you make their dream, your dream.’

My answer? Just stop thinking that way. Understand that life might not give us all that ONE BIG IDEA to chase. But we all must learn to be happy with what we have, grow with it and believe in it. Believing in anything would make you grow if you work towards it.

I instilled that in Creativa India with my partner, 2 months after he brought it to life. I hope this article reaches out to a lot of aspiring entrepreneurs, people of all kinds and spreads an important message – ‘It is important to love what you do. Love why you are here and why have you got the chance to do this. There is a reason behind everything and you might not understand it. But it’s there. And it’s true.’

In good faith and best wishes,

Dinesh Juneja

Co-Founder | Creativa India

Its been 3 years since we have been working in the domain of social media. Although the work is pretty much challenging but the most challenging part is to explain it our parents, uncles and aunts.

We all dread the question - Aur beta, kya karte ho? That’s when the ordeal begins.

Here’s a usual conversation from anyone from our parents’ generation and beyond asking about our work.

The interview begins:

Uncle Ji: Aur beta, what’s your business all about?

Me: Uncle, we’re a digital marketing company specializing in the field of social media.

Uncle Ji: Social Media matlab? Facebook Chalate ho? (with a sorry smile)

And that’s the end of the conversation. Uncle ji has made a judgement about you and your work. Sometimes, uncle jis also go upto your parents and tell them – “Ye kya kaam hua? Saara din velle online baithe rahe.”

Even after explaining a zillion times about our work, here’s how our family answers when someone asks about our work:

Mom: Pata nahi kuch online karta hai. (Its good to remain silent when you don’t want to give someone a wrong impression. )

Dad: Facebook, nahi nahi, social media pe brands manage karta hai. Zaada nahi pata. (goes a little defence in order to ensure that someone might not judge :p)

Nani: Pata nahi ki karda hai! MBA nahi karda.  (She only knows about one thing for self actualisation in today’s times – MBA. Least bothered about what I do.)

Nana: Facebook to saare chalate hain. Iske bhi paise milte hain?  (What he means to say is that business is about manufacturing. Who the hell pays you for Facebooking? But in a polite manner )

We tried our best to ensure that they get to understand what we do. But unfortunately, they already knew what we were doing – We were bloody facebooking.

Haha! And, the fun continues.

PS: Some people who ask us about our work also know what Twitter is. That’s some relief :p (Thanks to Shashi Tharoor)

PPS: Here’s what we do: http://www.creativaindia.com/service/services.html

Himanshu Bhalla 
Creativa India

Recently, the entire country came in support of the Gang-Rape victim and did their best to ensure that their voices were heard.

And on the other side, we had our brands present on nothing but hoardings and TV ads shamelessly selling their products.

Where do they go when their consumers are out on the roads, fighting for a cause?  

Is it just the chalta hai attitude or their so- called formal code of conduct which prevents them from taking a stand?

I just came across one brand which thought of standing in support of the rape victim. Critics might just say that Google does new doodles every other day, but yes, that’s the good thing about them. They believe in doing rather than just talking about something. They create doodles when they want to make you happy and yes, this time they created one simply because they wanted to salute the braveheart – The girl, who “Wanted to Live.”

Here’s what Google did to salute the girl when she died on 31/12/2012.

- Why couldn’t a cosmetics brand come out in the open and do something to ensure the safety of females in Delhi (and everywhere)?

- Why couldn’t any brand distribute ‘Pepper Sprays’ to the potential victims (every woman around)? 

- Why couldn’t a brand sponsor free self-defence classes for women? 

- And.. Why were we still sticking to bill-boards and TV ads while your TG is out on the roads, protesting for a cause? 

We all blame the government, we all blame the lack of security but don’t you think that corporates with deep pockets selling you day and night, have some responsibility too.

I would have loved to know some brand coming out in the open, giving up on one of their TV ads and distributing a pepper spray or promoting an app which can make women safe.

Yes, the government failed, but somewhere, the corporate sector also failed.

Its high time that we realise that there’s more to branding than just selling. You market for humans, simply be humane.  That’s all. 

What do you have to say? Share your views with us.

Himanshu Bhalla
Creativa India

(The views expressed here are personal. From my experience, I do believe that brands have enough time and money to act in support.)

- Create a Facebook Ad

- Make people land on their facebook page

- Show them a bunch of photos and then expect them to go on their website and purchase! 

Nay! This doesn’t work anymore simply because most online purchases triggered by Facebook ads are ‘IMPULSIVE’ in nature. 

When the user is in a hurry, why would you want him to spend more time on your facebook page trying to figure out your website?

Simply redirect the person on your website and make him buy!

I do understand the long term vision of interaction and the user seeing more posts in the newsfeed, but when you have a sale going on, as an e-commerce brand, you need to sell the product and not engage the consumers. 

In the end – Keep it short stupid!Eliminate the Facebook page when it comes to promoting an online sale.

- Create a Facebook Ad

- Make people land on their facebook page

- Make them land on your website and push them to purchase!

Himanshu Bhalla