Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Photo: Team of New Moment u Mumbai, India
The creative team of the agency New Moment in Belgrade these days spend their time somewhere between Belgrade and Mumbai, doing a creative campaign for one of the world’s largest companies, India’s Piramal Group. Early next year the campaign will be seen by more than a billion people in India and around the world.
Piramal Group is a company that operates in 100 different markets in 30 countries and employs over 7,500 people, and they have placed their trust in New Moment in the process of creating a new brand. Namely, the project is communication for the luxury housing project Piramal Aranya, in the heart of Mumbai, for which the Belgrade agency defined a creative strategy and implemented the communications campaign.
“India is the fastest growing economy in the world, with over one billion consumers. I’m glad that we from the Balkans got a chance to work on such a large market. Our agency was selected in competition with the biggest international agencies from India, Dubai, Paris and London, which goes to show that the boundaries don’t exist for creative thinking, and that the expertise, knowledge and creativity of our people are at the global level,” said Žarko Sakan, Managing Director of the agency New Moment.
In the last two years, regional company New Moment, with operations in ten countries of South East Europe, implemented campaigns for the Canadian and US markets, and this year it has conquered India. They have managed to place ideas from the Balkans on the global market and will continue their further development in this direction.
The agency team is delighted with the generosity, accessibility and strong confidence that was showed to them by the whole production team, which usually works at major film projects in India (the famous Bollywood productions).
“Everyday life and all human relationships are colored by the one overriding principle and belief that goodness begets goodness, and that it is the duty and obligation of large and successful companies, to return part of their success back to the community in which they originated,” Sakan added.
Although the working day in India lasted over 12 hours, the working atmosphere was humane and stress-free. The crew was numerous. Everything is done slowly, thoroughly and without anxiety, which is very often present in this business.
Creative Director of the agency New Moment, Ana Šutić, explained what was crucial for New Moment’s idea to top the competition:
“Working on the campaign has been very challenging for several reasons. First of all, because this is a market with which none of us had previous contact; but one encounter was enough to conclude that the expertise and good ideas do not care about the geographical distances, and that the rules of our profession are the same everywhere in the world. Our response to the brief was quite unexpected for this type of industry and therefore it had attracted attention. We’ve combined fashion and lifestyle visual style, and moved flora and fauna into luxury flats, which is unusual for real estate advertising, which is full of sharp and cool lines,” said Ana.
Tijana Marćićev, Account manager of the project, stressed the energy that people spread around them, although they work hard and demanding jobs.
“The way we work is very similar – expertise and professionalism are a given, and are highly appreciated, but the mutual respect is above all. You simply can’t escape the impression of how much they respect their culture. What’s a detail for us, for them is a symbol, and each segment must be approached with a lot of attention and knowledge what it represents. No matter how premium the brand is, the most important issue for them is to be true to their culture and system of values that they nurture, which for me was the strongest impression.”
Art Director, Igor Milovanović said that closeness with India is greater than we realize, and even some words like: “šal” (a scarf), “kauč” (a couch) and “čaj” (tea) are same in Serbian as in their language.
“The most important knowledge that the experience in India brought me is the insight that we – creatives from the Balkans – we are part of the world, and not just a part, but we actively shape that world. This insight is important, because I believe that with greater opening of the society, more and more of our colleagues will be able to experience what we experienced in India.”
The greatest proof that New Moment did a good job is the fact that after the completion of one project, immediately followed a call to work on another campaign.