On day 2 of Goa Fest, experts spoke about collaboration and how it can work wonders for campaigns, helping them reach millions and shaping brands.

This session narrowed down the connection between content creators and collaborators and the need to foster a thriving creative community.

OMS Digital, a part of the Times Group presented the ASCI Creators Session, titled 'Creator Calling Creator.’

The session was moderated by Subhash Kamath - Former CEO, BBH & Publicis Worldwide, India and Former Chairman - ASCI. The panellists included Rajdeepak Das - Chief Creative Officer and CEO, Leo Burnett, South Asia; India & Chairman, Creative Council, Publicis Groupe - South Asia; Shreya Agarwal - Head of Filter Copy, Pocket Aces; Smruthi Rajagopalan - AGM Maybelline, L’Oreal and Prableen Kaur Bhomrah, Beauty, Fashion, Body Positive & Lifestyle Influencer.

Das started with an interesting observation about creativity: "The best thing about the best Creativity happens when you don't have many options or resources.”

Conversely, he said that the worst type of creativity happens when you have a lot of options.

Speaking from the perspective of creators who have to speak on behalf of brands, Bhomrah said, "Our followers are the inspiration that drives us. They give us validation. When I started, some brands asked me to do things I didn’t believe in. I stood against it and that's when I started my no-filter journey. And now the brands have come back to me, asking me to do a no-filter campaign."

Rajagopalan chimed in and said that there are influencers who came to the brand and told them that they will not promote a product because it wasn't working for them.

When asked about the collaboration of agencies, creators and influencers, Bhomrah observed, "We have a lot of successful campaigns which came out of collaboration. The agency partner has recognised that this platform is a great one for the brand to reach the target audience. Some of the biggest brand campaigns have happened through collaboration with brands like Cadbury and Pepsi.

“Earlier, we used to work with the brand directly because it will eliminate one feedback loop in the middle but we realised that the agency understands where you are going and they will push for you harder,” he said.

Das reacted to the statement, saying, "Brands take time to build. In times like these, you need multiple mediums to create brands. A shoe is a shoe and jeans is a jeans till an agency get into it. And that's how we make brands. If we get mediums and creators, we have to have a brand structure."

Das also said that agencies are the brand's custodians, and now influencers have also become that. -

agencies are the brand's custodians, and now influencers have also become that.

Rajagopalan spoke on medium and how they are using it to reach consumers. "I think in today's time, you have to think about mediums, the time spent on one creative is very small. The consumers don’t go only on one platform."

Speakng on ideas and how one can have a successful collaboration, Das added, “Ideas can come from anywhere, the only thing that matters is how we make it big. For that to happen, all the collaborators need to have one goal - to make the idea big.”

In summary, the conversation underlined the power of creators coming together to collectively exchange ideas, share knowledge, and elevate their craft.