Creativity--> Marketing in a Flat world ; Factor 4 of 6
I have talked in the last few blogs about the 6 factors for India’s emergence as a global powerhouse. Exposure, Hustle, Mathematics, Creativity, Capital and Technology. I wrote about how Exposure, Hustle, Mathematics have deeply impacted Marketing. Now to Creativity !
Creative energy is exploding in India. India has always been a melting pot of creativity but traditionally it as largely been fostered by survival -- a constant constraint on resources and an urge to break the shackles. Now, with the new India emerging, creativity finds its footing more and more in opportunity and the power of that is multiplicative.
Creativity bred by Survival and Creativity bred by Opportunity
Whether it has been art -- the thousand forms of expression in music, theatre, writing, fashion, design, architecture, films, painting or it has been business – the panwallas, micro-credit, drug development, bootstrapping, telecom or the day to day life – dabbas of Mumbai, the railways, our democracy and the politics, our mythology and even our gods - India has been a canvas of craetivity– always !
Two things are changing rapidly now – One, opportunity and not survival is shaping and accelerating a bolder India. Second – the world is sitting up and taking notice. Both go hand in hand in a capitalistic kind of way – An economically stronger India is a more accepted and respected India and a better accepted and respected India means a larger market for Indian creativity and therefore more economic strength …
Creativity in Art
India’s fashion and fashion icons are spreading their wings fast and hard; the embroidered Kurta graced the lithesome mannequins at Macys and Nordstorms all summer long. Columbia Pictures signing up Om Shanti Om is acceptance of the Global ShahRukh Khan, Virgin Comics took flight with a strong India Flavor (Deepak Chopra’s son Gotham, Suresh Seetharaman, Sharad Devarajan and Sir Richard Branson are the founding partners and they just signed Priyanka Chopra as their ambassador !) Add to that the inroad of Indian music in the lives of people who don’t understand a word of Hindi or Tamil or Punjabi and the millions being fetched by Tyeb Mehta, MF Hussain, Ravi Varma and others (this market has risen 10-fold in the last 5 years superceding the modestly growing stock market!).
Suddenly without warning, creativity in India has gone capitalistic! And that means millions of more people will abandon the Engineer/IT Services/Doctor/Call Center route and follow their hearts… The foundation of creativity.
To be continued…..
CXO Insights
