"Every idea is a shit idea until it goes viral": Kopal Doshi

By Kopal Doshi , Mumbai | In Advertising
Last updated : May 21, 2018
Lots more where that tenet came from! Read on.

Kopal Doshi Kopal Doshi

1st law of content: It's con. Not cun.

2nd law of content: There is going to be no more than 5% overlap between the actual idea and the final execution.

3rd law of content: The brief will always include an un-achievable. Eg: We want to make a 3 minute creative to go viral on Instagram.

4th law of content: Everyone you show a video to will immediately have a better idea on what the video should have been on, even though you're only asking for feedback.

5th law of content: Every idea is a shit idea until it goes viral when it's proved that it was always their idea.

6th law of content: No content will pass the test unless 70% of it is the client's logo.

Post this, I threw it open to the crowd, so here are the curated additions to the list:

7th law of content: The client will always want the Red Bull space jump in a Maruti 800 budget.

7th law corollary: Whatever needs a CD, can and will be done by an intern (preferably for free).

8th law of content: The 'quirkiness' of the final concept will be inversely proportional to the number of times the words 'edgy' and 'innovative' were said during the briefing.

9th law of content: No hashtag = No approval (even for a print ad)

10th law of content: If the CEO didn't see it on his FB feed, it didn't work.
You got any more?

(The author is Senior Manager, Digital Marketing, at Kellogg's India. Views expressed are personal).

First Published : May 21, 2018
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