MAM
Creativity is connecting the dots in new ways: Tobaccowalla
VARCA, GOA: For Vivaki chief strategy and innovation officer Rishad Tobaccowalla, the ad world is all about creativity. Be it sound, be it picture, be it word or video. Mobility and connectivity have only added new dimensions. But everything evolves around storytelling, that great piece of art that communicates and inspires.
Speaking at the knowledge seminar at Goafest 2012, Tobaccowalla presented his views on where the future of creativity lies.
To begin with, he presented the three definitions of creativity. The first definition says that creativity is not copying (chef Ferran Adria from Portugal). This implies that originality becomes creativity and duplication has no place in it.
The second definition of creativity says that creativity is copying in new ways. In other words, you may use an inspiration, but not copy verbatim.
The third and final definition by the late Steve Jobs describes creativity as the connecting of dots. This means that the elements are all out there and only need to be seen as a cohesive unit to produce creativity.
“Borrowing from the three definitions, I have come up with one of my own. I believe creativity is connecting the dots in new ways that resonate,” said Tobaccowalla. To foster creativity, one needs to seek new ways of connecting the elements in a way that the final product is in sync with the TG.”
Ideas arevery important for creativity. What is also important is that the idea should be used in combination with the connecting dots to make creativity truly effective. It needs to resonate with people, the culture and the brand to make an impact. It is no longer the case of creativity for the sake of creativity.
Moving on to where the future of creativity lies, Tobaccowalla said that the three new dots would be added to the mix. The first of these is participation. A marketer may launch a print campaign but through the participation of the audience it may be blogged or tweeted about. In other words, everything targeted towards the audience can potentially be adjusted by people.
The second is mobility. Mobility does not specifically refer to mobile as a medium, but a mobile medium. “A consumer may see a print ad on the move, but the medium doesn’t decide where he/she is. When I say mobile medium, I mean a medium that moves according to the consumer and targets him/her specifically,” explained Tobaccowalla.
The third and last dot refers to getting connected. This means that every piece of the story can and will be connected to other pieces of stories to engage and reach out to the consumer. Giving example of this phenomenon, Tobaccowalla recounted an exercise carried out by Vicks in the United States. The brand had the license for a new kind of thermometer which has to be put in contact with the ear rather than the mouth. The product was targeted at mothers of infants who were scared that the child may bite into the thermometer.
Vicks monitored the Google searches about flu in the area after realising that there is a 100 per cent co-relation between search on flu and the outbreak of flu in that particular region. Once they had identified the TG, they sent messages to the mothers stating the availability of the thermometers in a five mile radius. Within two weeks, the outlets in the targeted area were sold out on the thermometers.
“In the future too, this sort of connectedness will define creativity. In my opinion, very soon creativity will involve connecting these seven dots on various combinations as per the brand’s requirement,” averred Tobaccowalla.
Many drivers assume basic coverage is just a formality until an accident involving someone else brings legal notices, compensation claims, and unexpected financial pressure. At that point, the real importance of car insurance becomes clear. A single road incident can quickly create obligations that are difficult to manage alone.
In this blog, you will learn how third-party online cover supports legal safety, what it includes, and why securing it online is a smart first step.
Why Third-Party Insurance is Legally Mandatory
Indian motor law requires vehicles used on public roads to carry third-party liability cover. The intent is to protect the public by ensuring there is a recognised route for compensation when a vehicle causes harm to others.
If a vehicle is driven without this cover, penalties can apply, and the owner may have to pay the compensation amount personally if legal liability is decided against them. This helps ensure that people who suffer loss are not left without support.
How Third-Party Online Insurance Works
When third party car insurance is purchased online, the proposer shares vehicle and personal details, pays the premium, and receives the policy document in digital form. The cover applies during the policy period and provides legal liability protection for others arising from the use of the insured vehicle.
If an incident leads to a claim, the process usually involves reporting, submitting required papers, and following the steps set by the authority handling the matter.
What is Covered Under Third-Party Insurance?
This cover is designed to pay for losses suffered by others when legal liability is established. The response depends on the policy terms, the evidence, and the decision made during the claim proceedings.
Bodily Injury to Third Party
If someone else is injured in an accident involving the insured vehicle, the policy can cover the insured person’s legal liability. Compensation is assessed using medical records and other supporting documents, along with findings on responsibility. Payment is made based on the final compensation amount decided in the case, as per the policy terms.
Property Damage
If another person’s property is damaged, the policy can respond to the insured person’s liability for that loss, within the limit mentioned in the policy. The amount is generally based on documents that support ownership and the assessed repair or replacement cost. Timely reporting and clear paperwork can reduce delays in assessment.
Legal Support During Claim Proceedings
Third-party claims can involve notices, hearings, and filings because they focus on legal liability. Under the policy terms, the insurer may assist in organising documents and managing parts of the defence process through appointed representatives. This can support orderly communication and reduce missed deadlines.
What is Not Covered
Third-party cover is narrow, so some common expenses are excluded. These exclusions are common, but the exact details depend on the policy terms.
● Damage to the insured vehicle is not covered, including repair costs.
● Loss or damage to the insured person’s belongings is not covered.
● Injury cover for the owner-driver or passengers is typically separate.
● Claims linked to use that breaches policy terms may not be payable.
● Contractual promises beyond legal liability are generally not included unless stated.
Why Buying Online Strengthens Legal Safety
Buying online does not change legal duties, but it can make compliance easier to maintain and easier to prove. Digital records also support clarity if cover dates are questioned after an incident.
● Digital issuance can reduce the risk of an accidental gap in cover.
● A stored e-policy can be retrieved quickly when proof is requested.
● Receipts and time stamps help confirm when the policy was active.
● Online renewals can support timely payment and avoid lapsed cover.
● Clear documents make limits and required steps easier to understand.
Conclusion
Third-party liability cover is a direct step towards legal protection because it covers losses suffered by others when a vehicle causes harm. It supports compliance and reduces the risk of penalties for uninsured driving. Buying online can help keep policy documents, dates, and receipts easy to retrieve during checks and claim proceedings. When the cover’s scope and exclusions are understood in advance, it becomes easier to stay compliant, prepared, and confident on the road.
