We speak to Shashank Raina, a copywriter by profession and an active participant on Brandpotion. Shashank has won best concept prize in two contests---Santa Claus in India and Earth Care Awards.

What do you do?
I am working as a Copy Writer in a full service digital agency based in New Delhi.

If in advertising, how long have you been in the industry? If not in advertising, what’s intrigued you about advertising?
I feel it’s safe to consider myself as being a part of the digital advertising industry. And I have been here for just a little over 6 months.

How did you hear about BrandPotion?
One of my seniors (Ishaan Bhardwaj) during my MBA days always knew about my passion for advertising as well as about my creative bent of mind. He was the one who introduced me to Brand Potion.

Name some ads that have inspired you to get creative.
I can never forget ads like the ones from the FEEL campaign of Sony. They are a perfect example of how to position a top quality brand. In addition, the concept and the execution of the ads are simply brilliant.



I have always loved the print campaign of Volkswagen India. The agency handling their mandate knows how to use white space. And then who can forget the SPEAKING print ad that blew away everyone’s mind. Revolutionary stuff indeed!

How does it feel to have won a prize on BrandPotion?
It’s highly encouraging! It’s because of recognitions like these that make me want to participate in each and every competition on Brand Potion.

Tell us about the thought process behind your winning entry.
Every time I set out to create something, I make it a point to first rate the concept myself as a normal audience member. Until the visuals don’t move me, I don’t continue with that thought process.And this was the approach I took before creating my winning entry. In fact, this is the thought process that goes behind all my entries.

What software do you use to create your ads?
For print, I use Corel Draw X3. And for video, Sony Vegas Movie Studio 10.

Which has been your favourite brief to work on—in terms of which was the most fun, and the most interesting?
It has to be Inspire Touch by Vaseline. The creative brief is not giving away too much, yet we know the brand too well. So there is a strange tussle between “wanting to do a lot” and “restricting oneself”.

What changes would you like to see on BrandPotion?
I would like to see many more competitions running at the same time on Brand Potion. Plus, the number of winners chosen for a specific contest should be increased. 1 winner being selected out of 200 entries is a little harsh on other worthy entries.

- Aditi Nair