Creativity – The new currency for a developing nation

Embracing creativity as a currency offers a range of benefits for a developing nation, from driving economic growth and job creation to promoting cultural enrichment and sustainable development.

By investing in creativity across various sectors, nations can unlock new opportunities for growth, innovation, and prosperity.

Rajdeepak das, Chief Creative Officer at  Leo Burnett, SouthAsia, said: “You are talking about India a country with a scale of 1. 4 billion people.  So if you need to change anything in this country, you have to impact every single human being in that country.

“That’s where my entire vision and the goal, my dream, my everything becomes one thing. Impact a billion.

“How creativity can impact billions of people’s lives. Every single day, every single moment, brand by brand, day by day.  Now, this is massive. Impact a billion is not easy because anything in India, you need scale. 

“Governments can give you, but the government keeps on changing. So who can do that?  Brands.  

Creative brands have the potential to play a transformative role in developing nations by creating employment opportunities, fostering skill development, preserving cultural heritage, expanding market access, driving innovation, promoting sustainability, and inspiring local entrepreneurs and businesses.

“Our biggest partners become the biggest brands in the country. Because they have a goal, they have a vision,  and they want you to impact countries.  So the biggest thing was working with the biggest brand to do the biggest thing.

The story goes that last year, India had the biggest pitch for PepsiCo. We got the business of PepsiCo in the decade’s biggest pitch, but what is the use of getting the biggest business if you can’t create anything magic.

“I got into the ecosystem and realised what PepsiCo is doing is much bigger than what we know about PepsiCo. 

“We went to villages, stayed for 15 days, and realized something interesting. 71 percent of farmers in a lot of villages are women.  Why?  Men have moved to cities. The country is being fed  by first generation women farmers and old people.  The land is the same, but the hunger is 1.4 billion. 

“Due to global climate change, the planet is experiencing extreme and unpredictable weather conditions,  which are posing a threat to Indian agriculture.The only way to farm now is to inspect every crop every single day. To add to their struggle, farmlands in India are spread over distances of 20 kilo meters,  You have to know the problem, work with the client to make it happen.  And only clients can do it for you.”

“The biggest clients, the epic work, epic brands can do that.” adds Das. 

Many creative brands prioritise sustainability and social responsibility in their operations, which can have positive impacts on the environment and local communities in developing nations.

By implementing eco-friendly production methods, supporting fair labor practices, and investing in community development initiatives, brands can contribute to environmental conservation and social well-being.