10 - Secret sauce behind great ads and film-makers - KV Sridhar on overcoming dyslexia, finding his voice, and adapting to the changing advertising landscape.

KV Sridhar (Pops) talks about how Hyper Collective (a company he has just started) operates at the intersection of Strategy, Creative, Technology and Data and combines all four diverse disciplines to present an integrated offering to the clients. He specifically talks about the crucial role of orchestrators that connect the dots across the various disciplines.

KV Sridhar (Pops) talks about his childhood and how he had challenges due to Dyslexia (which was discovered much later). He mentions that in a lot of ways his story is not that different from Taare Zameen Par (Bollywood movie starting Aamir Khan). He also talks about his daughter being diagnosed with dyslexia and how he worked with her to overcome the problem.

KV Sridhar (Pops) talks about how he thought about an early fork in the road where he had to choose between disparate options in front of him. One was to become a Medical Representative which was highly lucrative in those days, Second was to become a Drawing teacher and the third was to pursue art in the world of advertising. He discusses how he walked the tightrope where the mind and heart were pulling him in different directions.

KV Sridhar (Pops) talks about how came to Mumbai to pursue commercial opportunities and cast his net beyond Hyderabad – where he grew up. He also talks about the fact that very quickly he got himself three offers (on the creative and commercial side) but decided to go to Goa to learn and reboot. He talks about how he led the life of a vagabond for a few months and how he landed the next role at Ulka.

KV Sridhar (Pops) talks about how he thought about the move from the world of Advertising to the world of Technology. He also speaks about the notion of staying relevant in the context of children and consumers and how one needs to be in sync with them to be able to connect with them.

KV Sridhar (Pops) talks about the inherent traits one should possess to flourish in the world of advertising. He talks about the notion of storytelling relating it to how children lie but get away with it because of the innocence. He also alludes to the criticality of understanding the client business, socio-cultural trends and a nuanced understanding of human behavior to flourish in the industry.

KV Sridhar (Pops) talks about how his metrics of success have slowly shifted from business outcomes (brand performance, ad recall) towards the impact he makes on humanity. He talks about the responsibility the advertising industry has in addressing and influencing the biases (conscious and unconscious) that exist in the society today. He specifically refers to the unconscious biases towards girls and women and what he did to sensitize the ecosystem.

KV Sridhar (Pops) talks about the downside of being competitive in a space like Advertising where it is critical to create a climate where the members of the team can be creative and come up with impactful ideas that work. He also talks about how he has approached learning and his self-development as he has gone through his career.

KV Sridhar talks about his perspectives on settling into an organization and how leaders should think about what to maintain and what to change. He makes the case for imbibing the values of the organization and then interpreting it differently as you slowly build trust with the ecosystem.

KV Sridhar talks about what separates the great ads and film makers from the rest. He shares his insights from his recently launched book – 30 Second Thrillers where he goes behind the scenes of legendary ads (tag lines such as Wah Taj, Hamara Bajaj, Only Vimal, I love you Rasna) and breaks down the secret sauce behind the ads and the ad film makers.

KV Sridhar talks about the distinction between creativity and craftsmanship. He mentions that all living beings (not just human beings) including creatures like ants have the ability to be creative. But for us to express it effectively, we need to our craft – whether it is story writing, photography, humour or anything else. And mastering that takes years and years of practice.

KV Sridhar talks about the criticality of finding one’s purpose and impacting society beyond oneself. He also talks about not being anchored or limited by one’s educational background. He talks about how (irrespective of what we end up doing), our past learning almost always comes into play in some shape or form.