It is true what Dr Seuss had said. If only we try to think, we
can think of so many things, in different dimensions and beyond
parameters and across boundaries. And that is what sparks creativity.
Twenty
first century has seen a boost in creativity in our country, we
believe. Businesses -- like event management firms, bakeries or
advertisement agencies -- which previously, generally speaking, found
comfort in the age-old ways of doing things, are now pushing their
boundaries and trying to be more creative.
Of course, Bangladesh has
always been very creative. There is no reason to think otherwise of a
land whose weavers (to mention just one example) have been weaving the
fine, fabulous Jamdani for countless generations.
Despite that, it
is safe to say that Bangladesh has taken big leaps forward in terms of
generating creative products and services in the recent years. Adding
value through creativity is nowadays of supreme importance. Television
commercials (TVCs) are a prime example.
Asiatic 3 Sixty is one of
the leading communications company. It is more than just an advertising
agency, offering a complete solution to all communication needs, be it
advertising, public relations, printing, audiovisual production, etc.
Sara
Zaker, the managing director, is also a theatre and television actor
and a social activist. Being in the creative field for a long time, she
understands the changing dynamics well.
“Previously, most
advertisements used to follow a few simple formulas, like the
song-and-dance routine. There was nothing very original or creativity in
many of the ads,” recollects Zaker. “But nowadays, many TVCs evoke
emotions, be it through portraying patriotism, the bond between a mother
and a child or of that between friends. Other than the ones with
emotional appeal, there are now many ads focusing on wit and humour
too.”
Increase in competition may be argued to be one of the factors
that has contributed to this trend. When there are several brands
competing in the market, the need for distinguishing your brand from
that of your competitors' is of course vital.
This naturally gives
rise to the need for originality. “You may want to do something unusual;
then, you have to think in a different way. Lateral thinking is
important if you want to create something out-of-the-box,” she says.
Lateral
thinking or creating something out-of-the-box is of course not easy.
Amitabh Reza Chowdhury, producer/director, Half Stop Down, believes that
one of the reasons why there has been a boost in creativity in the TVCs
is because of the fact that a lot of highly talented and brilliant
people have joined the corporate sector and the world of advertising.
“Since
the last couple of decades or so, many students began studying business
and joining the corporate sector or the advertising field. On the other
hand, many brilliant students with a degree in engineering have also
boldly landed in such jobs,” observes Reza. “As a portion of the cream
of the human resources is now working in such sectors, creativity and
originality will of course come about.”
Reza also feels that the ad
agencies and the advertisers nowadays patronise creative works and
understand the value of creativity, thus providing audiences with
wonderful ads.
Of course, advertising is not the only field where
creativity has become second nature. It spans across various kinds of
businesses.
Take for example, the advent of wedding planners.
Matrimonial ceremonies are in no way less hectic and demanding than any
other event. Even at the end of the twentieth century, families would
not consider hiring a wedding planner. But they are now in demand,
providing you with fabulous and awe-inspiring ceremonies -- from
innovative stage designs to wonderful floral arrangements to theme-based
weddings. A lot of emphasis is put on aesthetics.
The Flourist is
an online bakery shop that opened in 2013. It offers delicacies such as
cakes, tarts, cupcakes, cheesecakes, pies, etc. Saria Tasnim Ahmed, the
owner, provides her own creative twist. The products look superbly
enticing, gorgeous and strikingly beautiful.
After she studied
French Patisserie and Basic Cuisine in the London campus of Le Cordon
Bleu, a prestigious and world famous culinary and hospitality
institution, Saria came back to Dhaka and eventually started this
venture. Saria imports many of the ingredients from abroad.
Consumer
expectations have increased. “Due to media exposure and globalisation,
people are more demanding than ever. Knowledge among the consumers is
now very high; you cannot fool your client,” Saria tells. “Consumers are
savvier, and you must be able to meet their high expectations.”
Indeed,
exposure to various media is a prime reason why the demand for
creative, premium and aesthetically superior products has increased so
much.
The internet has contributed a lot. It has raised consumer
expectations, since the medium has opened our eyes to a world of
limitless options, choices, preferences, ideas and inspirations --
consequently amplifying our expectations from businesses and service
providers.
Moreover, the last decade has seen a rise of 'online
entrepreneurs'. Businesses as varied as food delivery services to
digital marketplaces have sprang up. “Entrepreneurship is a phenomenon
that is prevalent in our country,” Zaker opines. “Add to that the
explosion in internet usage and digital and social media. So, a
generation of entrepreneurs have embraced this trend, opening up
creative ventures.”
More and more people are opting out for creative
professions, be it by becoming an entrepreneur or by working for a
company that fosters creativity. Reza said, “There are people who want
to be different, who seek to leave their mark on the world. They want to
be unique, and they want their own identity. Out of this desire, many
people are now pursuing a career where creativity is the key.”
Despite
everything, the notion of being creative ought not to be restricted to
those people who are doing the so-called 'creative jobs'. Every job has a
scope for creativity. Every output engineered becomes better by
providing creative input.
Creativity is everywhere. And an
interesting thing about creativity is that it has the ability to spread
from one person/organisation to the other: if one brand in an industry
becomes creative, others must become creative too in order to survive.
This is probably what happened in Bangladesh.
As Albert Einstein once noted, “Creativity is contagious. So pass it on.”
ART: POET BY GOUTAM CHAKRABORTY
WATERCOLOUR ON PAPER, 2015
..............................................................
The writer is a Feature Writer, Star Lifestyle, The Daily Star.
Special thanks to Amitabh Reza Chowdhury, producer/director, Half Stop
Down, Sara Zaker, managing director, Asiatic 3 Sixty and Saria Tasnim
Ahmed, owner, The Flourist for providing valuable insights for the
write-up
