Whether you’re in Sydney or Mumbai. The first thing you have to realise about content is you need to take it seriously. So, content (that’s going to work for you, not against you) must always be is SERIOUS.
This is a truism that David Ogilvy, probably the world’s best copywriter, has highlighted since the seventies.
Flippancy doesn’t work because it doesn’t sell. And what you are always trying to do, as a content writer is trying to sell.
What you are selling may not be a product, it may be a value. Honesty. Humility. Friendly. For example. And that’s ok.
But the way to sell even a value is to make sure the story that sits behind it is genuine.
If consumers find your story isn’t genuine, it’s game over. Think the guy Brahmini who claimed he was raised by an Aboriginal family after he was found abandoned by a river. What’s clear is he’s been reading too much about Moses and the bullrushes. When the brain is weak, it takes short cuts. Fills in the blanks and doesn’t worry about consequences.
Not worrying about consequences is not a personality issue, it’s a nutrition and or sleep issue. With so much of reflective light, and poor food choices (chips, burgers, milk chocolate)- the vast majority of kids and adults in the west and now Asia and the East are not getting their daily nutrition requirements. This is causing their brain (their gut) to shrink. An expanded gut (belly breathing) is expanded consciousness of what we all need to do to survive.
And life is a game of survival – not thrones. To be basic, to be ‘dehat’ (Bihari) is to in on the game. Also to be on top of it.
The campaign the writer highlights is called Humans of Bombay. Itd probably fine by an ad agency that’s trying to win an award without noticing while their communication is creative, it’s not genuine. Credibility not creativity bis going to make you rich and famous.