PATRIOTISM

PATRIOTISM AS THE BIG IDEA!

ARE PATRIOTIC ADS NECESSARY REMINDERS TO TODAY'S CONSUMERIST AND SELF-ABSORBED GENERATION ABOUT THE HISTORY OF OUR GREAT REPUBLIC AND HER FOUNDING FATHERS? OR MANDAROTY, ANNUAL EXERCISES OF LIP-SERVICE FOLLOWING TRADITION, IN TYPICALLY SARKARI MANNER? 4Ps B&M's MONOJIT LAHIRI ATTEMPTS A CHECKOUT.

It's really quite interesting … and not at the same time. Every year, each time a birth or death anniversary comes around, the nation suddenly goes freeze frame on all scams and consumerist distractions, and slips into the (studied?) sombre, restrained, sober patriotic mood defining the moment! PSUs and corporations (forever on-the-make) quickly leap on to this bandwagon with ads eulogizing the theme of the day and connecting it – with different degrees of credibility and success – to their organisation's brand values and vision. Question is: Is this for real? Genuine pieces of communication celebrating the spirit of a momentous day with galvanizing, insightful, uplifting & creative evocation of words and visuals that touch a chord... or merely hollow posturing, doing the done-thing for the sake of political correctness?

“It's plain, unadulterated waste!” 20-years-old Akhilesh Varma comes on strong, firing on all cylinders convinced that this “humbug has just got to stop!”The Pune-based MBA student's take is simple. The intent is all wrong. “Do these PSUs and corporations really understand, care and feel the importance of this day? For them it's a platform to advertise/publicise the connect between the occasion and their organisational product/brand, values any-which-way, and this is clearly evident from the amateurish, predictable, boring sycophantic prose and corny visuals presented. Who commissions them, who creates them, who looks at them, reads them and remembers them must remain a closely guarded secret between them... And does anyone give a damn about these ads the next day when they grace the-dustbing?!” says Varma.

Celebrated dancer and passionate champion of Indian art, culture and tradition, Sonal Mansingh however refuses to be cynical or irreverent and brings her own spin to the table. In fact, she raises a counter-question. “Why do we remember or commemorate birth/death anniversaries of our parents, grand parents and loved ones? Do we remember them, everyday? Why do we celebrate festivals relating to Lord Rama, Krishna, Ganesha and the entire pantheon? Are they on our radar, all the time? No... but there are two simple reasons. One, because it is a part and parcel our rich, cultural heritage and ethos... something that is an intrinsic part of our DNA. It comes naturally to us, Indian's More importantly, in an increasingly Google-driven and technology-led time with consumerism's signature tune of I-me-myself blasting away, these ads epitomize the values and vision of our great departed leaders, what they lived... and died for. They serve as role models and inspirational benchmarks so critical in today's materialistic and confused times. It tells us that human values of love, courage, truth and pluralism make for a rewarding life. I believe they should be viewed positively and there is much to be learnt from these ads,” Sonal tells 4Ps B&M. Filmmaker Muzaffar Ali agrees. While he concedes – being an ex ad-man himself!- that many of these species may not quite make the cut as torchbearers of great advertising “the heart is in the right place and the intent is spot-on. That matters most. What's wrong in using these events to showcase our amazing composite culture and all that a true great Republic and Democracy symbolizes? I know patriotism may not be as cool as Kolaveri D, but to mock and riducule these ads is poor form.”

Neither veteran advertising professional Tara Sinha nor Ogilvy's Executive Creative Director Sumanto Chatterjee unfortunately are on the same page – or book – with the arty twosome. While Tara believes “it is a colossal waste of taxpayers' money and reams of newsprint with zero returns,” Sumanto admits, “it is silly posturing and shadow boxing with communication capsules that strain, mostly unseccessfully, to achieve a cosmetic connect between the organisation/brand and the event of the day. Totally unconvincing and irrelevant, they usually end up devaluing the entire meaning of the occasion.” Both believe that it would be far more effective if the money spent could be used for people specific, community-related programmes addressing key causes and concerns to better their quality of life and god knows, there are scores of them! “Event management not brain dead advertising is the need of the hour,” says Tara.

So what gives? While it is unfair to totally dismiss all ads and communication appearing on these days as garbage, a serious rethink and review by the powers that are is definitely in order. After all, surely these ads have an agenda beyond blindly following herd-mentality, as suggested by their acerbic critics? Mile Sur Mera Tumhara... Hamara Bajaj, Pepse's amazing freedom ads commemorating India's 50^th year of Independence are some outstanding examples of how to achieve a memorable brand-fit that that enhances brand equity of the product while not devaluing the essence of the occasion. The critical task is to convert this challenge into an opportunity that resonates with the reader in an engaging way. After all, don't special days warrant special ads?

Can they do it? Will they do it? Let's wait and watch...

PATRIOTISM

CELEBRATING CHANGE

DO HIGH PROFILE GLOBAL AD CONFERENCES SERVE ANY PURPOSE?

CONCLAVES, FESTIVALS, AWARD SHOWS DOES THE GLOBAL AD FRAT REALLY NEED TO MEET & EXHIBIT THEIR SKILL-SETS, PARTY REAL HARD AND VANISH... ONLY TO RE-SURFACE FOR MORE OF THE SAME? 4Ps B&M'S MONOJIT LAHIRI DOES A CHECKOUT.

It was at the recently concluded Ad-Asia – played out with suitable fanfare in Delhi – that somebody brought this topic up. “Boss, for me, this tamasha seems pretty much like an Old Boys Club with lots of 'Hey Hi, and wow, lovely meeting up again and My God, where on earth did you disappear?' and stuff! Save some (in fact a very few) sessions, it's a long, boring, hyped event created by hype-valas, begging the question: who's doing what for whom?”

Startled at this somewhat irreverent and unusual outburst connected with an eagerly-awaited and publicized meet, I immediately button-holed a few articulate members of this community for their side of the story. The fall-out was rather interesting … Kolkata-based Ujjal Sinha fired the first salvo, in style. The MD of Ad Agency Genesis cut to the chase in a flash. “It's like this. The original idea of these global fests usually refer to a meaningful exchange of ideas, thoughts and concepts about an ever-altering communication landscape, where the very lingua franca of the brand-consumer conversation is changing every day. However, on the ground, is this very elevating and inspirational idea being played out? The reality is that these meets, first and foremost, appear to be a fabulous platform for networking – a meeting ground with the movers 'n shakers, hi-flyers and big boys of the Ad biz. The focus, basically, by the powers-that-are seem to concentrate on how to outshine and out-dazzle the previous editions of these meets by adding more big name luminaries, glamour, props, whatever. It's more a carnival than an engaging, interesting and serious meet where communication professionals (across all segments and countries) meet to debate, discuss and showcase their wares in a spirit that celebrates the best of communication, both as a global bond and an agent of change,” Sinha tells 4Ps B&M.

Red Lions' Creative Head, Elsie Nanji, is much kinder and more circumspect. She believes that it's largely about “who you are, where you are coming from and what's your agenda”. However, her links with these global fests have been largely restricted to her being a member of the jury – the latest being SPIKES at Singapore “So I can't really comment like the others, but I do definitely believe there are a lot of pluses if you care to look for them. What are you looking for remains the key question. And hey, don't run down networking. In today's global village, where confluence – not conflict – is the mantra, it's no longer a dirty word!” says Elsie.

Another respected creative veteran, Ivan Arthur, joins the party, with his very own spin. “It is interesting that today – unlike earlier times – local relevance translates immediately to global relevance. From Sensex and flying slippers in Parliament to your nephew's marriage in Canada, your home is no longer your castle with tall walls and no windows. Advertising has always been a world with large, open windows to let in the winds of inspiration and change. Today, when global affiliations are the order of the day, international Ad conferences are very much a part of being the professional socialite you are expected to be!” says the ex-NCD of JWT across the seventies, eighties and nineties. While Indian advertising has become truly Indian, Arthur adds, “it has, paradoxicallly, turned more global, with both our work and professionals celebrated at the highest levels abroad, gracing eminent juries and panels, winning laurels galore, perceived as a solid creative force to reckon with. Finally, these global meets in India are like a bulb glowing on the world advertising map, embracing three great commandments writ in stone: Visibility. Integration. Relevance.”

Kolkata-based Sid Roy – Executive Director of Response – winds up the debate, with his perspective. “Many of them have been sent there as part of a reward/appreciation gesture from their agencies for the good work they've done through the year. Others, because the bosses believe the exposure would be useful for the expansion of their knowledge base. So what happens? The kids are usually awe-struck by the glamour (Cannes) of the show, the shoulder rubbing with the who's who of the Ad world and the freak-out parties! They end up usually having a blast – nothing more! The more serious among them, dedicated and determined to use the fabulous, inspirational take-out at home, find it impossible to get a receptive client They are reportedly told (mocked?) that these firang ideas are great for the west and Ad conclaves/award shows not sell our products to Indian consummers. Mota Bolo, Seedha Bolo, Jaldi Bolo aur Tashan, Nautanki and Vilayati drama avoid kar, beta!!” says Roy.

So, at the end of the day, what gives? I guess it's a tough call and like Elsie says, it's largely about the focus, agenda and realities that accompany you to these global meets.

What's your take in this debate, dear reader...?

CELEBRATING CHANGE