tag:blogger.com,1999:blog-8763983586533427022024-03-14T00:44:39.619+05:30Advertising - Big Idea<b>Monojit Lahiri</b><br>
(An IIPM Think Tank Blog)Monojit Lahirihttp://www.blogger.com/profile/10514171400276060102noreply@blogger.comBlogger141125tag:blogger.com,1999:blog-876398358653342702.post-20810155320651745592013-10-25T11:49:00.000+05:302013-12-23T11:50:14.328+05:30Do Whacky Named Ad-Shops Score Over Others?<div dir="ltr" style="text-align: left;" trbidi="on">
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<b>4Ps B&M investigates the growing list of OMG, new-age agency names that could prompt the conservative, old school types, to reach for their smelling salts or fast-track towards the nearest ICU!</b><br /><br />A few months ago a close friend of mine called up, slightly hysterical and insisted he needed to see me, pronto! Alarmed, I invited him instantly. He arrived, looking like death warmed-up. I immediately enquired about his health, whether his Biwi No.1 had left him for SRK, his daughter with the tattooed dude down the road, his son with a druggie buddy ...? He appeared irritated (a good sign suggesting human feelings!) and impatient. “Don’t talk nonsense yaar, it’s nothing like that. You remember my elder daughter and that big session you had about career-avenues? She followed your advice and joined an ad agency, but ...” here he visibly ashened “but God, how can one ever utter that name in public? Will my daughter ever get a decent suitor in the matrimonial market once they hear where she is employed?” He paused, looked up towards me and croaked “Six Inches! That’s the name of the ad agency! Can you believe it?”<br /><br />On the way to the bar to quickly provide my friend with the ol’ friendly life support juice, I couldn’t suppress a small smile. He was not from Adbiz and hence was clueless about the fact that there was life beyond the old, traditional names like JWT, Ogilvy, McCann, Lowe, Lintas, Grey, even Mudra, Ulka, etc. In recent times such whacked-out names like Nuts N Bolts, Scarecrow, Eggfirst Advertising, Saints & Warriors, WhatTheHell?, Cut The Crap, Fresh Lime Soda Creatives, Flaky Mellow & Grounded, From Here On, Bang In The Middle, Virus, Brand Curry, Curry-Nation, Grasshopper, Goosebumps, Taproot ... are pushing for centre-stage, with more set to, undoubtedly, follow. Wassup? Has Adville finally become – officially – a Pagalkhana?<br /><br />Moon Moon Dhar, the feisty CD of the Delhi-based adshop Perfect10 – she gave the name – believes that these new-age names should provide zero reason for any progressive, sane, intelligent person to take that tip to the shrink! “Boss, isn’t effective advertising about the AIDA factor: Attention, Interest, Desire, Action? That’s what these freaky names hit. Same with Perfect10. To the true-blue movie buff of yesteryears, it could well evoke images of the sizzling Bo Derek starring in the film of the same name. To ad professionals, however, the message is simple: a benchmark, a yardstick for true, effective professionalism that delivers the goods,” she tells 4Ps B&M.<br /><br />Goosebumps head honcho Ratan Kumar agrees and lets out where his unusual agency name came from. “In today’s Adville, where competition is fierce and gaining an edge anyhow and anywhere is hugely advantageous, standing out is the key. This name came from a stunning line delivered as a part of a pitch by my ex-boss in Leo Burnett. He said: We are really farmers. We raise goosebumps. I was blown! I couldn‘t dream of choosing any other name when I struck out on my own,” says Kumar.<br /><br />Grasshopper Communications big boy Arjun Banerjee – whose allied services come under the name of Green Thumbs & Grownups – confesses that he never ever wanted to go the straight, boring route. “Idly, sitting over a drink one night and wondering what kind of name would best define our agency’s soul, I saw this grasshopper in my room cheerfully hopping from one spot to another. Bingo! Movement, energy, hitting new spots – isn’t that a cool way to get started? That has remained our prime focus,” Banerjee tells 4Ps B&M.<br /><br />The Virus guys – Rupam & wifey Oli Bora – believe that it’s a great idea to let your ideas be contagious and infect clients with them! “That what brand Virus is all about. Also it seamlessly lends itself to brand extensions – Virus Digital, Virus Films etc. – without disturbing the soul of the desired (provocative) mandate, direction or focus.”<br /><br />Head honcho of Brand Curry, Subrata Chakraborty is up next with his very own take on his shop’s spicy name! “When we opened shop in 2004, we were very sure that we didn’t want to be another Anglo-Saxon zerox! We wanted a signature that epitomized local roots with global vision. A celebration of desi designed to resonate with global clients. See Manhattan through a Meerut prism! Curry was a word that connected seemlessly with global players irrespective of whether they had been to India or not. I also – at a seminal level – suggested spice, colour, excitement. What better branding for a brand new shop determined to be different in letter, spirit ... and name?!” says Chakraborty.<br /><br />Social commentator & head honcho of Future Brands, Santosh Desai believes this phenomenon is a sign of the times. “Early on Suits ran the agency business and being politically correct & dignified was part of their persona. The aberrations and freako stuff was strictly for the creative types who anyway were not meant for public consumption! This went well with the JWT, McCann, Clarion, Ogilvy, Interpub – names & shops that were firang and came with a sense of awe. Today, creative people call the shots and clients are cool interacting with them. Somewhere this loosening up and shift of focus has made a difference because what they bring to the table is something way beyond what the stodgy suit does,” he tells 4Ps B&M. The more important challenge, believes Desai, is for the start-ups. “It is a David versus Goliath scene from the word go! Irreverence and a sense of adolescence marks their persona and what better place to begin attention-grabbing than the very name. Strawberry Frog (for example) can come as cardiac-arrest material to an ad guy of the seventies whose idea of the off beat were (such tame?) second agency names like Interface (Ulka), Contract (JWT), Edge (Everest), ACIL (Clarion). These new, whacky names bring a sense of fun, energy and edginess to the business which is not always insanely focused on being only politically correct.” However, Desai warns in many cases, these agencies fizzle out because after that first big bang, the follow up can’t keep pace either with the expectations or requirements.<br /><br />Gorgeous veteran Nargis Wadia – traffic stopping CEO of Interpub of the sixties and seventies – is up next. “I think it’s really an evolutionary thing. When we started out, advertising was in a nascent stage and we were self-conscious about the way we conduct business. Respectability and dignity leading to credibility were given high premium and were pursued rigorously. That manifested itself in the names of that era. Today it’s a more casual time. Creative expressions come in different garbs and clients are perfectly comfortable with it. Hence these unusual names! Also, they are clutter-busting moves ensuring noticeability & memorability in a space crammed with tons of Adshops,” says Wadia.<br /><br />Hot-shot marketing honcho Lloyd Mathias believes that ad agencies are really late-bloomers compared to rock bands and design/film production outfits in the name game. “I remember in St. Xaviers College, way back, we formed a band that was instantly banned called ... OUR SOULS! The establishment didn’t see anything really spiritual and labeled it blasphemous!” Mathias is totally ra-ra about this trend because he believes it captures the flavour of both, the cool times we live in as also perfectly epitomizes – in letter and spirit – the new-age spin on this business of creativity. “Remember bizarre is the new normal in a space where imagination rules and is being reinvented everyday,” adds Mathias.<br /><br />The last words must come from Delhi-based Avijit Dutt. A renowned screen, theatre & ad personality, Dutt believes that the newbies needed “to think outside the carpentry shed, forget the box! In this scenario, the first seduction is in the curiosity of the name, something that expresses uniqueness and memorability, raises a chuckle and hopefully hopes to bogey into the sunset, with their clients.” Well, why go far? Check out superstar SRK’s funky & disruptive name for his film production company: Red Chillies!</div>
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Monojit Lahirihttp://www.blogger.com/profile/10514171400276060102noreply@blogger.com5tag:blogger.com,1999:blog-876398358653342702.post-80485172011458720332013-07-12T11:21:00.000+05:302013-11-20T11:22:09.798+05:30CLIENT INTERFERENCE IN ADVILLE. DADAGIRI OR COLLABORATION?<div dir="ltr" style="text-align: left;" trbidi="on">
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<b>4Ps B&M examines an issue that continues to plague the industry … but remains its worst kept secret! Is it normal industry practice or over-reactions from the creative dilettantes?</b><br /><br />As a curtain-raiser, a brief flashback to what one of my earliest gurus – the late, iconic Subhash Ghoshal – told us when we were about to get started as trainees in the JWT Kolkata of the early 70s, would be in order. “We are in the service industry and exist only because of our clients. Never forget that.” He also made it clear that the jobs of the two were clearly demarcated. “Our job is to understand everything about his product and communication requirement and offer him cutting-edge need-based solutions. The client is to clearly define his needs and pose challenges that charge us to offer communication that catches lightning in a bottle!” Since creativity was the driving force, opinions – informed, focused, sharp, insightful as well as frivolous, stupid, dismissive, even downright rude – he warned us, would fly, but it was critical that we retain our cool and dignity befitting our role as good ambassadors of both JWT, and the profession. However, it was equally critical that we don’t “cave-in, sell-out or play yes-men to any/everything the client says because we are not suppliers but consultants – collaborators and equal-partners on the same side, united in the common agenda of informing, educating, persuading and selling the product/service to the target group.”<br /><br />That was titan-speak, but today, in year 2013, does client-interference happen as frequently and does it still embrace the charming definition of “the insanity of barking when you have a dog!” Let’s face it, advertising – like Bollywood – is a nervous space, forever driven by frenzied guesswork, hunches, buzz, hearsay, whatever. Pecking to death a perfectly well-formulated and approved idea, is not unknown, nor the client “perching on our damn shoulders like some goddamned nagging conscience” as one fatigued creative put it. “They should stop being C-grade writers & art directors and concentrate on playing the role of an inspirational impresario instead,” adds another. Tongue-firmly in cheek, ex-JWT Creative Director Dulu Sen lets fly a zinger: “As the great H. G. Wells once wrote, no passion in the world is equal to the passion to alter someone’s draft!”<br /><br />Power Grid’s Naresh Kumar fires the first salvo offering an interesting client-perspective. “The answer has to be a yes and no! Yes, because there are definite instances – both in the PSUs and private sector – where clients are more opinionated than professionally evolved and bring this to bear on the job. Due to this inadequacy, they prefer to play safe, toe traditional lines and go for consensus instead of taking the lead and responsibility to break new ground in terms of joint-collaboration towards creating meaningful, interesting yet relevant communications.” However, as an ex mass-com student with advertising agency experience, Kumar prides himself in being a thorough professional with a solid, two-decade experience of successfully handling the entire gamut of PSU communication portfolio. “This has resulted in awards and being recognised as a communication practitioner of real worth, enjoying high comfort levels with every Ad agency I have ever interacted with, leading to excellent work. We both know where we are coming from so there’s mutual respect, total transparency and zero bullshitting – something bound to happen when clients are clueless and opinionated allowing agencies to play shrewd supplier and move on,” he tells 4Ps B&M.<br /><br />Next-up is Delhi-based agency Perfect 10’s Creative Director Moon Moon Dhar with her own take. “Client interference – especially in the PSU orbit – frequently happens when the wires are crossed!” She explains that many times the key honchos representing clients at a presentation are not from the communication discipline and therefore lack the required understanding, perspective, direction or appreciation of this special calling. They bring technical or financial aspects which – usually – are irrelevant to the presentation focus and confuse the issue. Sometimes, they insist that these elements be incorporated … and agencies give in because they feel its not worth fighting for. “Look, we are not here to change the world. It’s often no more than just a dumb job for a dumb client! However, there have been instances when clients have been brilliantly pro-active and their inspirational direction, guidance and mentoring have resulted in magic! Alas, these are few and far between…” she tells 4Ps B&M. </div>
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Monojit Lahirihttp://www.blogger.com/profile/10514171400276060102noreply@blogger.com2tag:blogger.com,1999:blog-876398358653342702.post-6434963252009134872013-05-16T11:18:00.000+05:302013-11-20T11:18:32.055+05:30DO SLOGANS WORK?<div dir="ltr" style="text-align: left;" trbidi="on">
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<b>IS THE SLOGAN DYING IN TODAY’S AD-LAND?<br /><br />Consulting Editor 4Ps B&M Monojit Lahiri questions the relevance of slogans in today’s era, and, umm, tastes the thunder</b><br /><br />Once upon a time, slogans & advertising were truly the made-for-each-other blend, indeed as perfectly matched as the iconic Wills Filter template created for the ITC brand of the sixties! In 2013, do slogans have the same, compelling draw, enticement-value or fun-factor that they once enjoyed? A significant bunch of ad-watchers and trackers believes that many of the big brands don’t consider it necessary or cool to fall back on slogans anymore, considering it both hackneyed and horribly predictable. They believe that readers, viewers and listeners have moved on to a more communication-savvy and literate space where visual/aural devices and linkages are more impactive than the [y-a-w-n] catch-lines. Others disagree and believe that if slogans are intelligently and creatively fused into the brand promise, they will continue to both rock n’ roll! So what gives?<br /><br />Lloyd Mathias – a brilliant, marketing practitioner who has done valuable time in Pepsi, Motorola and Tata and presently director of the Gurgaon-based Green Bean Ventures – believes that there’s been a sea-change in the very nature of the beast. “Across the 60s, 70s, even 80s, print and radio were pretty much the prime media drivers, where slogans naturally lent themselves as seductive and entertaining persuaders. However, with the advent of the TVC and now Digital, the entire scenario changed as did the perceptions of media consumption. While it didn’t totally dump the slogan to the trash can, it called for a review. Pepsi is a classic case in point where, from Yehi hai right choice baby to Dil maange more to Yeh pyaas hai badi to the latest Oh, Yes, Abhi, the transition has been organic and effective.”<br /><br />Ogilvy’s cool dude creative maverick Sumanto Chattopadhyaya agrees. “Mathias is spot-on. Audio-visual & Digital have truly changed the rules of the game and ushered in a paradigm shift where visual/aural devices and linkages come through with greater enthusiasm and acceptance. However, intelligently and insightfully leveraged, slogans can still be both effective and memorable, aiding the end game in the business of influencing purchase intent.” The Bandera look-alike cites the example of Ogilvy’s Asian Paints Sunil Babu and loves Hoodi Baba as interesting examples of taking the concept of slogans and onomatopoeia to another level as also the outstanding example of Airtel’s Har ek friend zaroori hota hai (now, adapted in a movie title as Har ek friend kameena hota hai!) in celebrating the role and relevance of a great slogan. Ad and theatre hot-shot Bharat Dabolkar laughs and insists on using strong words. “Any dumbo who believes that the slogan is dead is talking nonsense and is obviously communication-illiterate! Never has it been more important than today when product parity and me-too-ism is rampant, since the USP is dead and buried. Slogans are [and have always been] the great differentiators, be it the timeless Utterly butterly delicious of Amul, the Har ek friend of Airtel or I love you, Rasna. Didn’t the late Mrs.Gandhi and more recently Barack Obama sweep popular imagination with their mesmeric slogans, Garibi Hatao and Yes, I Can respectively? Not slogans, but creativity is dead, my friend!” Shruti Gupta finds Dabolkar’s argument “both quaint and typically old-fashioned in keeping with his generation’s mindset. It’s not value judgement but facts that prove that new-age manufacturers and consumers of communication – across all avenues – don’t exactly get all dreamy eyed by slogans like their dads did in a more simplistic, non-cluttered and competitive time. Sure, slogans are used, but it’s not a sacrosanct rule and not at all compulsory.” The 27 year old Mumbai-based graphic designer believes that advertising has truly moved on and visual/aural devices offer equally potent, exciting and effective options. The Titan and DoComo signature tunes are brilliant examples of aural linkages that are creative and offer endless audience delight. “Oh really?” counters Shubhra Tandon of FCB, Ulka. The 27 year old copywriter reels off endless examples of stunning slogans that remain etched in memory. Starting with Taste the thunder and Dar ke aage jeet hai, Daag achhe hain, Har ghar kuch kehta hain, Definitely male, Swad zindagi ka, Thanda matlab Coca Cola, and more.<br /><br />Halt! So who’s winning? If a slogan is about a brand pithily summed up and encapsulated with words which slam home the proposition in an engagingly entertaining manner that evokes a clear thought about the brand, isn’t that purrfect and cool? If, on the other hand, it appears too restrictive and suffocating, has done time, outlived its utility and needs to be put to rest while being replaced by a solid visual/aural device, should it incur the wrath of the purists, all set to leap out of mothballs or graves – whichever came first – and howl invectives about corrupting a sacrosanct template? For a safe answer, I will go to two classic slogans and invite the adwallahs to not “think small” and to “just do it”! Amen.<br /></div>
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Monojit Lahirihttp://www.blogger.com/profile/10514171400276060102noreply@blogger.com2tag:blogger.com,1999:blog-876398358653342702.post-82851747937327524172013-04-19T11:16:00.000+05:302013-11-20T11:16:44.988+05:30csr as agent of change<div dir="ltr" style="text-align: left;" trbidi="on">
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<b>CSR – TOKENISM, PR, drama... OR GAME CHANGER?<br /><br />4Ps B&M examines the real potency that powers these three noble alphabets and arrives at some rather interesting conclusions</b><br /><br />In the beginning come the definitions. First off the block is a true-blue pundit, C. B. Bhattacharya (E.ON Chair Professor in Corporate Responsibility at European School of Management Technology in Berlin) who believes CSR is “an exploration of marketing strategies and consumer behaviour that demonstrates how under-leveraged intangible assets like corporate identity and reputation, membership and brand communities can strengthen shareholder relationships”. He believes it is a dynamic fusion of doing good with doing well and business value can be reaped if organisations are prepared to move from a shareholder-centric space to a stakeholder-centric one. Another suggests that CSR is really about “strategically positioning a company in society so that it can actually take advantage of public concerns like poverty or global warming, rather than be damaged by them”.<br /><br />Economist Swaminathan S. Anklesaria Aiyar pooh-poohs this, begs to differ and quotes (in his website http://swaminomics.org/) columnist Chrystia Freeland’s take on CSR as “a fetish encouraged by the philanthropies that feed off it and funded by the corporate executives who have found that it serves their bottom line”. Social Commentator Santosh Desai joins the party with an interesting anecdote about a company’s head honcho sending a truck load of relief material to the Bhuj earthquake victims worth Rs.10 lakhs and wanting to create a campaign to announce this, worth Rs.3 crore! “He saw no contradiction and instead believed it was a legitimate platform for his brand, powering a pro-active marketing initiative that could enjoy great emotional rub-off and position his company as a warm, human and empathic corporate entity. It seemed to be a part of the corporate video game where rules of the real world don’t apply. It’s all about a great opportunity to communicate brand value,” Desai tells 4Ps B&M.<br /><br />Veteran Ad Guru Alyque Padamsee moves away to openly confess that he is a tad bored by the killjoys and cynics that dot the Adfrat and prefers to see the brighter side of issues. “Agreed CSR initiatives may not always accomplish all that they wish to, but it’s not the intent that is at fault, but monitoring system. Be it government or private sector biggies, if these are carefully attended to and addressed, all would be fine,” says Padamsee. He also believes that if done well, it definitely helps image-building and giving corporates and government/PSUs a warm, human face.<br /><br />Theatre Director, Actor and Communications Expert Avijit Dutt brings his take to the table. He wonders whether in today’s space “CSR is a mission or corporate ego at work”! He believes that these three alphabets are seductive buzzwords gathering momentum in a consumerist environment. True charity is (according to the Upanishads) where the giver neither remembers nor reminds us of the amount given “but here trumpets blow, even if in mute tone, to announce this fact. The government’s mandate for all companies to spend 2% of their PAT makes it even more directionless. Earlier CSR was the nature of voluntary action that business could take, clearly defining the intent of companies desiring to cut loose and go the extra mile. But now…”<br /><br />Chairman & NCD of BBDO wraps up this debate, in style. Josy Paul is of the opinion that “true integration is when the idea integrates with society”. He believes creating acts not ads is the need of the hour and CSR is not something that you do as an add-on, but integral to the brand. He cites the example of their Aviva Life Insurance effort with their humongous act called Great Wall of Education. “This catapulted into a movement mobilizing people across the country to donate books and ended up collecting over 2.5 million books! Call it CSR, brand communication, whatever, it’s about communication being rooted in the social and cultural moment,” Paul tells 4Ps B&M. Gillette’s “Soldiers Wanted” and Tata Tea’s “Jago Re” campaigns, Paul believes, are two more commendable strikes in this direction and adds that it also includes ground action and online engagement.<br /><br />So, finally does CSR rock in today’s times? It’s like this. No company exists in a vacuum. It operates in a society and its impact/behaviours – ethical, social, economical, environmental – will be open to criticism and scrutiny. Today’s societies demand more film co-operation than simply offering products and making profits. They expect that they trade fairly, uphold human rights, and protect the environment. CSR pundits believe that there are three points to it – charitable giving, community investments, and commercial initiatives. ITC Chairman, Y. C. Deveshwar (in a 2007 AGM) had pronounced the final words with passion and purpose: “Corporates in India have capability, vision and entrepreneurial skill to forge a more prosperous future for the nation, even as they sharpen there competitiveness and grow there business globally.”<br /><br />However, in a world increasingly obsessed in knowing the price of everything but the value of nothing, this calling, function, corporate philanthropy, mandate or strategic commodity that adds to the credentials of a company, remains an area that, beyond rhetoric, will ultimately be saluted or scorned totally by its intent and impact. Nothing more. Nothing less. </div>
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Monojit Lahirihttp://www.blogger.com/profile/10514171400276060102noreply@blogger.com1tag:blogger.com,1999:blog-876398358653342702.post-80089277761476926112013-03-16T11:13:00.000+05:302013-11-20T11:14:53.652+05:30GENDER SENSITISATION <div dir="ltr" style="text-align: left;" trbidi="on">
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<b>CAN ADVERTISING REALLY PROMOTE GENDER SENSITISATION?</b></div>
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<b><br />The Indian Chapter of the International Advertising Association (IAA) has recently launched a gender sensitisation initiative to fundamentally change the societal attitude towards women. But, the big question remains:</b><br /><br />It was the horrific Nirbhaya case of mid-Dec last year that truly unleashed an unprecedented, collective outpouring of shock, rage, fear and grief that had to be seen to be believed! The trauma and tragedy that defined the mind-chilling incident elicited widespread reactions across every strata of society, at home and abroad. Some of the most explosive pieces squarely put the blame of this heinous act on media – cinema, TV, advertising – for consistently (and shamelessly) portraying women as delectable objects of consumption and desire. Be it Fevicol (mein to tandoori murgi hoon yaar, gatkale saiyan alcohol se) or the amazing glam, sexy, designer other woman in TV serials, or again the impossibly hot babe who axes you and compels you to use Man-force to go the distance – the portrayal of women across popular media streams remains flamboyantly irresponsible and dangerously titillating.<br /><br />While the big daddys of media will (as always) continue to offer their age-old, mothballed and musty line of “Don’t shoot us, we’re only the piano players” (to read: we only reflect what is happening in society, not creating or pre-empting it), the critics insist it’s just their way of shirking responsibility to cleverly tap into the baser instincts of a humongous target group, diverse and broad-based as hell, and rake in the loot.<br /><br />The Indian Chapter of the International Advertising Association (IAA) seems to have taken this red-hot issue by the horns and launched an aggressive initiative to stop violence on women (VOW). A powerful and persuasive communication tool that is mandated to inform, educate, persuade and sell, Advertising as a CSR (corporate social responsibility) activity can and does act as a mover n’ shaker of popular beliefs and mindsets, showing the light if not parting the waters. Under the initiative, IAA hopes to kick-start a series of one-day gender sensitisation seminars for people from film, advertising, TV, print and script-writing areas. The second phase of this initiative will comprise a contest to create a multi-media campaign addressed to the mother of all – eve teasing. The jury will consist of eminent personalities from and outside the adfrat.<br /><br />Kaushik Roy (Chairman, IAA Public Service Committee and President, Brand Strategy & Marketing Communications, Reliance Industries) believes this is an important thrust because “TV has tremendous impact and reinforces stereotypes while portraying women. IAA plays an effective role in advocating self-governance” and backs it up by indicating the complete blackout of cigarette advertising as an example. So will this gender sensitisation, IAA-driven seminars work … or are they yet another example of Adville posturing through hi-fallutin’ platitudes, to show people how much they care?<br /><br />Theatre & Film Director Feroz Abbas Khan (of Tumhari Amrita, Saalgiraah, Gandhi My Father fame) can’t resist a snigger before he takes off. “Boss, it’s advertising’s spin on ... advertising!” He elaborates: “Specialists in hypocrisy and double talk, this lot are champions of manipulating emotions and tapping into that vulnerable space between the heart. The brand-building gurus are most anxious to build their own brands, be perceived as the caring, responsible, good guys on the right side of the political divide! If they were really so concerned about right and wrong, wouldn’t at least one person raise his/her hand to veto campaigns against the insulting and regressive Fair & Lovely range of lotions, creams and cosmetics? They dare not because conscience doesn’t stand a chance against market forces!” Khan believes that schizophrenia is the new normal in today’s consumerist society and these seminars are nothing but PR exercises for the group that has initiated them.<br /><br />BBDO Chairman & Chief Creative Honcho Josy Paul, up next, offers his informed take. He believes that any talk, discussion – water-cooler, bus-stop, cocktail party, student canteen – is better than no-talk. “Instead of looking at the ball, why not go out there and kick it, pass it to another and watch the amazing action that follows,” Paul tells 4Ps B&M. He talks passionately about a recent campaign (Gillette Soldier for Women) that his agency unleashed through TVCs. “We used the signature slogan, The Best a Man Can Get, as a metaphor, an agent of change to drive men to re-think their role in the world of women. If you stand up for them, they will stand up for you. This ad is just a curtain-raiser. There is huge follow-up action on the anvil in terms of partnering/collaborating with a wide range of like-minded groups like NGOs etc. It’s not a campaign, but a movement,” adds Paul.<br /><br />However, Roy winds up the debate in a positive way. “I believe there is a change that is happening and advertising agencies and their clients are aware about the opportunities that lie in doing gender sensitive advertising. The recent ad for a fan brand where the husband chooses to adopt the wife’s surname rather than changing hers is a great example. It’s a stand-out ad and manages to connect with the brand benefit with the line – hawa badlegi. I therefore have full faith in the advertising community to do something constructive because the winds of change are visible,” says Roy.<br /><br />At the end of the day, it’s a tough call. Communication of the CSR, public service & societal upliftment variety have happened before but seldom had any impact worth noting or remembering. Why? Critics believe these exercises invariably get into creative, ego-tripping, self-indulgent mode offering ads admired by their zonked-out peers, but largely ignored by most due to confusion and bewilderment. While it’s too early to be judgmental about the IAA’s well-meaning VOW seminars and unfairly dismiss them as dramabaazi, the true followers of this programme – always giving the IAA benefit of doubt – will hope that this well-intended and much-publicised initiative involving important groups does not end up lip-synching the letter instead of embracing, powering and living the spirit. </div>
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Monojit Lahirihttp://www.blogger.com/profile/10514171400276060102noreply@blogger.com1tag:blogger.com,1999:blog-876398358653342702.post-11806435470481475782013-02-15T11:10:00.000+05:302013-11-20T11:12:00.864+05:30INDIANNESS IN ADVERTISING<div dir="ltr" style="text-align: left;" trbidi="on">
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<b>HOW INDIAN IS INDIAN ADVERTISING?</b></div>
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<b><br />As pride, identity and profiling increasingly come into play at the global level, questions will follow: Have we been able to define where Indian advertising is coming from and what really reflects our work, mindset & vision, effectively?</b><br /><br />When you talk of Indian cinema to purists, the names and work of Ray, Sen, Ghatak, Benegal, Nihalani, Adoor and a host of class acts from regional cinema zoom into focus. Similar models are identified when talking of books, music, dance, etc. However, Indian advertising presents confusion! Is it stuff where the look and feel of the communication is desi? Is it about Hinglish that seems to be the new lingo of tons of our ads across the last three decades? Are food, clothes, body language and ambience defining points of advertising that portray Bharat – not India – as the essence of Indian advertising or is it the churn, the ephemeral quality of life in this new India that best symbolizes this point?<br /><br />Senior Writer of Kolkata-based Magnum Intergraphics, Mitali Lahiri, is first off the block. “There is no one definition of Indian advertising simply because Indian advertising is as Indian – or non-Indian – as the Indian consumer,” Mitali tells 4Ps B&M. She goes on to explain that the Indian consumer of today is a highly hybrid creature, embracing both, East & West. Globalisation and rampant, infectious consumerism has effected a paradigm shift in overall mindset and consumption patterns. Further, the phenomenon of the ‘working woman’ and technology has put into motion a whole new lifestyle where speed with quality is the new mantra. In the FMCG universe, as also a host of other categories, this rules. Sure, these are not totally Indian (clothes, fashion, accessories, food, communication gadgets) influences – but who cares? “However, values are a more tricky issue, with morality and levels of acceptable permissiveness in this changing space, constantly under threat. Advertising reflects all of this, sometimes taking sides to push its agenda of influencing a sale.” At the end of the day, Mitali believes, “we ourselves have become products of the times we live in, navigated or manipulated by the persuasion industry.”<br /><br />Social Commentator Santosh Desai is brief and incisive as ever. “It has to do with understanding the sub-text, nuances and layers that powers a deep and serious connect with your consumer in a language and imagery that is spontaneous, not contrived,” he tells 4Ps B&M. Desai believes that there’s a lot of stuff masquerading as Indian advertising is really nothing but “global hand-me-downs in their format with Hinglish inserted for desired effect. This is lazy, short-cut advertising, even politically correct but way off-line regarding target-connect.” However, he freely admits that there is a fair body of work that represents fine examples of this genre.<br /><br />Spewing venom & fire and totally slinging every single favourable comment is hi-profile, internationally reputed, Delhi-based Painter Jatin Das. “We live in a world where mimics & fakes, shamelessly imitating everything the West does, dominate the public space! Every single (cherished, rich) art form has been hi-jacked by western values which are perceived to be modern and superior. Few kids care to know their mother tongue, long hair is considered Behenji and Fair & Lovely syndrome (they should be put behind bars for their insulting & regressive mindset!) booms across metros, big and small. The new toys of engagement are iPads and iPhones. In such a pathetic environment, why should ads ever reflect anything else? Indian advertising is a phirang, sexy model dressed up in rich, traditional, Indian bridal, finery – the most alarming form of tokenism,” Das tells 4Ps B&M.<br /><br />Respected and revered photographer Raghu Rai begs to differ. “Piyush Pandey’s Fevicol Bus ad is a masterpiece and is only one of the many wonderful samples of true Indian advertising. Indian roots embracing a charming, universal vision. I also love the bindaas, on-the-ground humour that many ads toss out. As for Hinglish, isn’t that the lingua franca of today’s youth? Good communication is about understanding and re-defining the buzz on-the-street in an interesting, customer-friendly way,” says Rai. His only grouse is about using phirang models as he questions “Chal yaar, our women are so gorgeous. Why those white-skinned females?”<br /><br />Marketing whiz Lloyd Mathias (Former President & CMO, Tata Teleservices) brings his own spin to the table. He believes it’s a brilliant and appropriate case of: The Empire Strikes Back! “A new breed of client and agencies today live the defining slogan of Dil Maange More! Totally slinging out the Anglocentric model of yesteryears, Piyush, Prasoon and gang read the writing on the wall and scripted their own idiom in perfect sync with the new-age consumer. Language, images, look, feel, setting, situations – everything powerfully illustrates the Phir Bhi Dil Hai Hindustani model, full-on. Airtel, Cadbury, Britannia, Dominos, Maruti, Havells, Sprite, Idea … demonstrate this with style and confidence. No wonder global clients have dropped their accents and moved to a desi makeover,” Mathias tells 4Ps B&M.<br /><br />At the end of the day, I will go along with Kanchan Dutta’s (CEO, Kolkata based Inner Circle) POV. Life in general and certainly in today’s times is indeed ephemeral in the space we reside … so why should advertising be any different? Whether it preempts, reflects or follows the times is another debate but good, effective and honest advertising will always seek to capture the soul before it conquers the body … and this it can only do when recognizing, understanding and connecting with the critical area of human insights. India is changing. The consumer is changing. The environment and marketspace – complex and riddled with contradictions – are changing. Why should Indian advertising be any different…? More power to its blazing journey, future wards …</div>
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Monojit Lahirihttp://www.blogger.com/profile/10514171400276060102noreply@blogger.com0tag:blogger.com,1999:blog-876398358653342702.post-83045757001221354232013-01-18T11:05:00.000+05:302013-11-20T11:08:56.238+05:30THE ALPHA PUP<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-size: small;"><b>Guess who’s the INDIAN MARKETER’S NEWEST CHALLENGE? THE ALPHA PUP!</b></span></div>
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<b>4Ps B&M examines the challenges & opportunities that these little dynamites offer to the communication pundits and checks out whether they are on the same, page, chapter, book!</b><br />
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“A riddle wrapped in a mystery inside an enigma” is how the great iconic British Prime Minister Winston Churchill was once reported to have described Russia. In year 2013, bewildered marketers and communication professionals could well be tempted to borrow that description wholesale, to describe their most challenging target-base … kids! A maddeningly fickle and unpredictable demographic segment whose minds are extremely difficult to enter, marketers continue to grapple with a constituency whose influence on the purchasing intent / decision is increasingly getting bigger by the second!<br />
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In short, Pester Power (and other forms of insidious badgering, nagging, coaxing and blackmailing etc) as a means to persuade and convince parents to buy is an area, which to enter, is no child’s play. New parameters need to be drawn if this tsunami is to be understood, tamed and steered in the right direction. Point is: Have the blinkered, tunnel-viewed, rigid marketing and communication people even begun to understand the sub-text, nuances and subtleties that layer this endeavour? Do they have the appropriate skill-set to decode and swing it, their way?<br />
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However, before hitting the market, why not peep into the lives of one community, that is totally involved, connected and aware of this phenomenon, first-hand, every day … the Moms! Admits 26-year-old, Delhi-based working mother Seema Sen (who has an angelic 5-year-old daughter, Mishti) that life is far from heavenly! “She is just 5 but madam has a mind of her own! Clothes, food, snacks, cold drinks, TV programmes, outing spots, even friends, cousins, relatives – she has definite preferences and it’s a job to get her to change her mind! At 5, I was a Puppet!” says Seema.<br />
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Mumbai-based, 30-year-old Belinda Fernandes understands Seema’s predicament totally. The homemaker has two live-wire boys aged 9 and 7 and freely states that “going bonkers or grey is no longer an option!” She says, that “thanks to TV and the digital wave, my brats have more knowledge and opinions about … everything … about which I (comp-illiterate) am clueless! Only when I yell who’s the Boss comes into play. Parenting today is no child’s play!”<br />
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Social Commentator Santosh Desai urges us not to dismiss this as frivolous and take a big reality-byte. “We live in a completely different, technologically and digitally-driven time and are – willy-nilly – creatures of the age of consumption. Kids are hotter and hippier with the new lingo and jargons of this phenomenon and therefore cooler with it,” Desai tells 4Ps B&M. Hence they are forever tuned-in or logging-out of the latest trends in this space. In this KGOY (Kids Getting Older Younger!) environment soft toys and old-fashioned board games (Ludo, Snakes & Ladders, Carrom) are dumped for iPad, iPod etc. They are much more clued-in too, about products that go well beyond the usual (clothes, sweets, toys and movies) range. Today cars, mobile phones, DVD players – among other adult purchases – zoom into the radar too with alarming speed! No wonder a recent Disney’s KidSense survey indicated over 60% kids discussing products mentioned above with their parents / elders. Also, smart parents turn to their techno-savvy kids for insights and info before the decision-making process. </div>
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Monojit Lahirihttp://www.blogger.com/profile/10514171400276060102noreply@blogger.com0tag:blogger.com,1999:blog-876398358653342702.post-48042542113335456212012-11-15T12:53:00.000+05:302012-11-20T12:54:13.874+05:30AD SOUNDS: THE IMPACT<div dir="ltr" style="text-align: left;" trbidi="on">
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<b>'SOUND’ SEDUCERS IN ADLAND
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<b>UNIQUE SOUNDS THAT ACCOMPANY TVCs, OFTEN WITH WORDS FLASHED THAT MEAN NOTHING TO THE INDIAN CONSUMING CLASS DO MAKE AN IMPACT. OR DON’T THEY?
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“Words are all I have to steal your heart away…” Thus went the lyrics of a romantic ditty that, even today, gets zillions of women go weak in the knees. Gifted writers are fully cognizant about the world in which words dwell. They recognize the fact these precious creatures have a life of their own and need to be passionately wooed to help their breed attain the magic and mystique that only their [<i>wordsmiths and words</i>] ‘combine’ can bring, to stir up emotions and feel buried deep in the human heart.
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My kill-joy friend smirked and dismissed summarily this sublime line of thinking while brazenly holding forth on his own views. He believed that in these fast-moving, impatient, digitally-driven times, words are swiftly being replaced by memorable sounds. “So, why should a profession which aims to connect brands with end-consumers play footsie and shy away from something offering readymade customer bonding and not pull the trigger? What is so sacred about words anyway? Will it wake the dead? Sounds are the new short-hand of communication, and those who cosy up, recognize and master this form of bonding are the guys – and brands – that’ll rock! They don’t need to pay a trip to the hot seat and exchange pleasantries with a certain celeb baritone to pick up their crores. They’ll make it if their choice is ‘sound’. Literally! Much as I was sorely tempted to strangle my young irreverent friend and check out [<i>in sadistic detail</i>] the ‘sounds’ that would emanate from his throat, I had to agree – as a professional, communication practitioner – that he was not totally off his onion. Jhingalala, Toing, Ooolalalalaeo, Waku Doki and Wakow were indeed some sound-driven brand identities that had over the years made waves with their TG, offering large doses of entertainment value, novelty and effectiveness. Bus does the ad industry agree so? How did this issue resonate with the folks involved – the ad frat?
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Josy Paul, Chairman & NCD of BBDO – of the <i>gurkha topi</i> fame – fires the first salvo. He believes that in these fast the furious clutter-driven times, “memorability powered with authenticity are key factors. Hence new, interesting, innovative, clutter-busting ways to accomplish this in an exciting, people-friendly manner is the challenge. All these ‘sound’ ads referred to, delivered brilliantly on that score. Why just the ad world? Go to <i>Bollywood</i>. Remember Yahoooo, Sukoo Sukoo or Oye Oye? Didn’t they grab popular imagination and even today retain high recall value?” However, Paul warns that there must be a legitimate brand-fit to add value and connect with the TG in a way that is spontaneous, fun and memorable. Otherwise, it can never work. N. Sridhar, NCD of Leo Burnett, begs to differ. “I think sounds like Wakow, even Waku Doki, are unlikely to go beyond the gimmick stage, because they appear to be created for novelty and nothing else. What on earth is Wakow and what does it mean? Waku Doki – Toyota – emanates from a totally Japanese narrative that means, heart pumping and adrenaline racing, but does the general public know this… or care about it?” He cities the brilliand cased of ‘Kataak’ – Hot Shot Cameras of the eighties – or ‘Wassup?’ – the Budweiser Beer signature, a smart-talk shot at the stylish GenY coloured section in USA, brilliantly, customer-focussed and driven. “At the end of the day, it’s a tricky route to traverse and one has to be totally sure and confident about the sund unleashed. It shouldn’t be all sound and fury, signifying nothing, to quote our friendly Bare of Avon!”
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Pravin Singh Mann, Head of Creative, R. K. Swamy-BBDO Delhi, comes to the party with his own spin. He is of the opinion that it works only if the brands are “truly iconic and powered with real deep pockets”, otherwise it just can’t click. A little-known brand taking the ‘sound’ route with limited budget is bound to fall by the wayside because of lack of sustainability. In cases where sounds have mad an impact, all the ads – Tata Sky, Pepsi, CocaCola, Toyota –were and are monster brands with big budgets to go the distance and guarantee high visibility and frequency.
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Words of gently dissent comes from Titus Upputuru, NCD, dentsu Marcom, too: “I am not sure if making words out of sounds and using them as slogans or signatures really yield benefits to brands. I think there is a risk in remembering the sound and forgetting the brand!” Bhavna Sood, Senior VP – Communications & PR, DS Group, adds an interesting rider. “In this era of FM Radio, sound can be an extremely effective hero in the ad space offering instant identity. Clutter-busting and novel, it can provide both surprise and delight as a superbly fresh, memorable brand differentiator.”
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Veteran Communication Consultant Asha Sarin however concludes this debate firing on all cylinders. She believes that most of this category – especially in the Indian context – is highly over-rated and deserves to be safely relegated to the dustbin. Adds Sarin, “Except the Kingfisher Ooolalalalao and Toing of Amul Macho, most others are eminently forgettable and irrelevant, adding zero value! The corny Googly Woogly Woosh (<i>of Pounds</i>), Wakow (<i>Vanilla Coke</i>), Jhingalala (<i>Tata Sky</i>) and many such fun-filled remarks by brands may provide entertainment to a brain dead viewership, but what do they do for the brand?” Not much, we reckon. Do these ad gurus believe that their Jhingalalas and Googly Wooglys will tickle the black boxes of their TG and influence purchase intents? Clients may buy the idea, but on a clear day you can see forever, and that’s when bad news knocks!
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Strong words. But to decide for or against these attention seeking and many-a-time attention winning sounds is a tough call. It’s indeed an exciting, path breaking route to take, but at the same time a genuinely risky one. The ‘sound’ aspect – unlike in <i>Bollywood</i> movies – must be both meaningful and memorable. In an information-overkill space, with ads blitzing our senses every with way we turn, clutter-busting, unique and special are the real hot buttons to press. And if sound can provide that lucky break, why not give it a shot? So, get ready for some jhingalala times ahead. [<i>Or maybe plain toing situations!</i>]</div>
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Monojit Lahirihttp://www.blogger.com/profile/10514171400276060102noreply@blogger.com2tag:blogger.com,1999:blog-876398358653342702.post-89787867724123434912012-10-12T15:16:00.000+05:302012-10-18T15:18:27.925+05:30DOUBLE LIFE IN ADLAND<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-size: medium;"><b>DOUBLE
ROLE IN ADVILLE … ENRICHING OR DISTRACTION?</b></span></div>
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DOES A DOUBLE LIFE IN ADLAND WORK AS
HELP OR HINDRANCE? <i>4Ps B&M </i><span style="font-style: normal;">MONOJIT LAHIRI PROBES THIS SELDOM EXPLORED SPACE</span></div>
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My life in Ad-ville
has largely been inspired by three mentors – Kersey Katrak, Subhash
Ghoshal and Frank Simoes. To the irrepressible and unputdownable
Katrak, advertising was seduction; a backdrop where boring facts were
made to pirouette as dazzling fiction to beguile both heart &
head. To Ghoshal, it was a setting where serious academics and MBAs
comfortably rubbed shoulders with grungry, edgy, eccentric creatives
to produce advertising that worked in the mind and market place. To
Simoes, it was style that startles even as it empowers with a gift of
laughter and a definite sense that the world is mad! All three,
however, were in total agreement over one fact: the need to have or
develop a hobby or passion outside their work that was likely to
provide fresh, insightful and interesting takes on what they brought
to the table.</div>
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<span style="font-style: normal;">In
year 2012, does this enlightened thought, wash? In an insanely
competitive environment, where stress and tension rules, where
accounts and people-grabbing is no big deal and means justify the
end, can this indulgence really be entertained? For the few of this
“engendered species” (</span><i>on the other side</i><span style="font-style: normal;">),
is it increasingly becoming a problem to ride on two boats, lead a
double life with equal passion and purpose?</span></div>
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<span style="font-style: normal;">Double
lives in Adland, however, are not entirely a new phenomenon. The
great Satyajit Ray started his master-piece </span><i>Pather Panchali</i><span style="font-style: normal;">
while employed as an Art Director in the Kolkata-based D.J. Keymer,
in the fifties. The doyen of film crities, the late Chidananda Das
Gupta (</span><i>also my dad-in-law, guys!</i><span style="font-style: normal;">)
was involved in serious film writing all his life, despite his
professional engagements as Servicing Head at D.J. Keymer and later
Ad & PR Head of ITC, in the fifties and sixties. In Mumbai,
Alyque Padamsee – Adland's Dorian Gray – continues doing his
number as celeb director/actor on stage. Earlier, Gerson and Sylvie
Dacunha, Kersey Katrak, Roger Pereira, Ronnie Screwvala, Bharat
Dabholkar and Sumit Roy did the same, with Avijit Dutt following suit
in Dealhi. Today the great Prasoon Joshi and Balki are red-hot in
both Adbiz and B-town! So what's the score?</span></div>
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<span style="font-style: normal;">Appropriately
the Big Daddy of this movement, Alyque Padamsee, is first off the
block. “My life – as my first book indicated – has always
pursued twin-passions – Theatre and Advertising. The first a hobby;
the second, a profession that allowed me to earn a living and support
my family. Over time one helped, collaborated and enriched the other.
Theatre taught me teamwork and handling edgy, creative artistes,
which was critical in advertising. Advertising enabled me to enter
new product/brand experiences every day, as also taught me discipline
and conciseness of thought. The mesmeric wilful suspension of
disbelief that defines great theatre also influences great
advertising, because ultimately, the world in indeed a stage, and we
charismatic players,” he tells </span><i>4Ps B&M</i><span style="font-style: normal;">.</span></div>
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<span style="font-style: normal;">35-year-old
Minnie Vyas dismisses this '</span><i>dramabazi</i><span style="font-style: normal;">'
and brings in her own spin. Articulates the Creative Director of
Quantum Communication, “</span><i>Yeh sub tab chalta tha</i><span style="font-style: normal;">
when the </span><i>angrezi</i><span style="font-style: normal;"> plays
were a fashion statement – not now. Clients are looking for focused
content, substance and creatives that are result-specific and make a
definite dent on the bottomline. In this dog-eats-dog world, those
arty and self-indulgent types have no place unless they leverage it
to guarantee the required results. </span><i>Dramashaama ghar mein
karo...</i><span style="font-style: normal;">!” Strong words? The
son and heir of the Dacunha (</span><i>and Amul</i><span style="font-style: normal;">)
legacy, Rahul, begs to differ. “For me, theatre has always helped
my ad life – and vice versa. The passion overlaps. I try and
miantain my desire to understand audiences while working in both
these media. Would not be able to do one without the other,” says
Decunha. Padamsee agres and states that if ever he were to emigrate
from his beloved motherland “it would be if and when something like
Zia-ul-Haq's infamous diktat of baning all artistic endeavours in
Pakistan happens here!” Presently he is busy reviving the Arthur
Miller classic, </span><i>Death of a Salesman</i><span style="font-style: normal;">.</span></div>
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<span style="font-style: normal;">Young
lyricist, composer and singer Abhijit (</span><i>who, with his
partner Ashutosh, has a band, Under the Influence</i><span style="font-style: normal;">)
and also holds down a responsible job (</span><i>Associate Creative
Director, Ogilvy, Mumbai</i><span style="font-style: normal;">) is up
next. He believes that it is clearly about time management. One need
not disturb or hijack the other if the love and passion for both is
equal. “For me, they are two different zones and music provides me
huge enrichment because it is not client-driven, nor does it touch
any areas dealing with conventional market-forces. It is totally
individualistic and a subjective form of self-expression that is
hugely inspirational and satisfying as it leaps from the heart
seeking resonance in another,” says Abhijit. Ashish Narendra
disagrees. The 45-year-old Creative Consulting believes “it's
become a fashion and a fad for kids to sling along a guitar (</span><i>with
their laptops</i><span style="font-style: normal;">) to increase their
hot quotient amongst peers. Sure, it gets attention, but excuse me,
you are paid for your damn work, not </span><i>gaana</i><span style="font-style: normal;">
or </span><i>nautanki</i><span style="font-style: normal;">, okay? How
does it help?”</span></div>
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<span style="font-style: normal;">So
were Katrak, Ghosh and Simoes wrong? If Alyque, Rahul, Abhijit –
and especially Prasoon and Balki, as heavy-duty, respected, and
successful </span><i>Bollywood</i><span style="font-style: normal;">-driven
creative professionals and achievers – are anything to go by, one
can definitely double-life it successfully, cool n' easy. Only, a
word of caution – like in a solid happy relationship or marriage –
keep them apart!</span></div>
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Monojit Lahirihttp://www.blogger.com/profile/10514171400276060102noreply@blogger.com0tag:blogger.com,1999:blog-876398358653342702.post-25936898949538090402012-09-15T11:06:00.000+05:302012-09-21T11:09:46.669+05:30FRIENDSHIP<div dir="ltr" style="text-align: left;" trbidi="on">
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<b style="font-size: large;">FRIENDSHIP
AS AD PLATFORM… SIMPLISTIC OR SHARP?!</b></div>
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<span style="font-size: normal;">4Ps B&M </span><span style="font-size: 15px;">MONOJIT LAHIRI </span><span style="font-size: 11pt; text-align: left;">ATTEMPTS A DIPSTICK, AND GUESS
WTAH SHOWS UP?</span></div>
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<span style="font-size: normal;">Friendship
as a special, precious and unique bonding between people has been
hymned and celebrated in popular culture – movies, songs, stories –
from ages. However, as a canny marketing mover n’shaker … well,
let me think about it! Sure there have been loads of ads touching
this theme, but it is the recent bunch – Airtel, Vodaphone, Cadbury
– that has got people talking. Overnight this amazing communion and
bonding (</span><span style="font-size: normal;"><i>with special
focus on Youngistan</i></span><span style="font-size: normal;">)
has zoomed centre-stage, winning friends and influencing people in a
manner that would make Dale Carnegie beam till his face exploded!
With Airtel’s iconic </span><span style="font-size: normal;"><i>Hare</i></span><span style="font-size: normal;">
e</span><span style="font-size: normal;"><i>k friend</i></span><span style="font-size: normal;">,
and now </span><span style="font-size: normal;"><i>Jo mera hai</i></span><span style="font-size: normal;">
leading the pack, with Vodafone and Cadbury ads following, this
category of Relationship Marketing seeks to clearly (</span><span style="font-size: normal;"><i>explore?
exploit? leverage? front? use? capitalise? cash-in-on?</i></span><span style="font-size: normal;">)
celebrate this human emotion to achieve a commercial purpose, right?
Is it right? More importantly, is it working?</span></div>
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<span style="font-size: normal;">Veteran
Ad person Ayesha Sehgal (</span><span style="font-size: normal;"><i>earlier
with Delhi-based Clarion</i></span><span style="font-size: normal;">)
is first off the block and wastes no time in small talk. “At the
risk of being a killjoy let me come straight to the point. Sure the
Airtel ads are hugely popular – as are the others – but my belief
is that it is because of the feel-good factor and brilliant
execution, rather than any great, ground-breaking concept. They are
all too simplistic, basic, naïve, lame, and even lazy! For me they
typically amplify the seductive dangers of new-age film-making –
superb casting, great direction, fab camera work, amazing lyrics and
music … but is it saying anything special that would persuade me to
be converted from charmed-audience to determined consumer? I don’t
think so,” she tells 4Ps B&M.</span></div>
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<span style="font-size: normal;">Ace
Ad filmmaker Ram Madhvani – who has incidentally supervised the
terrific camera work in both the new Airtel ads – brings his
evolved and mature take to the table. “While it’s a free country
and opinions will happen when ads hit the public domain, some
critical points really need to tbe considered,” says Madhvani. The
veteran believes that the Airtel advertisement’s connect and focus
– as per brief mandated – demanded a connect with its
constituency. What better than popular culture, tapping youngistan
and their lingo? Political Commentator Sudheendra Kulkarni aptly
elaborates this point by saluting the youthful idealism of the
mind-blowing lyrics … </span><span style="font-size: normal;"><i>I-Me-Myself
boring hai / Us and we interesting hai / Internet hai to friendship
hai / Friendship hai to sharing hai/ Main aur tu se hum bane / Humse
bane humsab / Sabse jude to zindagi / Hey Zindagi, wassup!</i></span></div>
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<br /></div>
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<span style="font-size: normal;">Ultimately,
Madhvani believes, that some fundamental questions need to be asked …
“Are you humming along? Does it make you smile and feel good every
time you see these ads? Do you remember this words? Does it, in any
way, inspire bonding? The objective was not to demonstrate our
communication skills through heavy-handed esoteric experimentation
and creative leaps but showcase the connectivity aspect, with warmth
and memorability,” Madhvani tells </span><span style="font-size: normal;"><i>4Ps
B&M.</i></span></div>
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<br /></div>
<div align="JUSTIFY" style="margin-bottom: 0in;">
<span style="font-size: normal;">Lloyd
Mathias agrees, Founder-Director of GreenBean Ventures (</span><span style="font-size: normal;"><i>and
Former President & CMO, Tata Teleservices</i></span><span style="font-size: normal;">),
he takes the case forward. “As a category-fit, the Airtel ads are
bang-on because the telecom business is about connectivity. The
brownie point, however, come from their superbly creative
interpretation and rendition of friendship vis-à-vis youngistan! To
Gen Y, friends do define their life and world, and playing out this
feeling / experience in mad-cap, care-free ways is the name of this
game. Friendship, as anchor, works brilliantly here,” he tells </span><span style="font-size: normal;"><i>4Ps
B&M</i></span><span style="font-size: normal;">. However,
Mathias warns that friendship as a team / platform must be carefully
leveraged, otherwise it could well appear both corny and contrived.</span></div>
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<br /></div>
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<span style="font-size: normal;">ECD
Bates (</span><span style="font-size: normal;"><i>Mumbai</i></span><span style="font-size: normal;">)
and film scriptwriter (</span><span style="font-size: normal;"><i>Vicky
Donor</i></span><span style="font-size: normal;">), Juhi
Chaturvedi is up next. For her these work brilliantly solely on the
brand-fit quotient. “Airtel, Cadbury, Vodafone and some others have
smartly hit the emotional route via the friendship theme because, in
terms of profile, it works best. It’s a great strategy. In all
these cases, the magic of youth and bonding form the soul of their
communication smartly tied with the product proposition ensuring a
very successful and rewarding audience / consumer take-out,” says
Juhi.Anjali Nayar agrees. The Chief Executive of M&C Saatchi
(</span><span style="font-size: normal;"><i>Delhi</i></span><span style="font-size: normal;">)
just loves “the basic simplicity that drives these ads powered by
warmth, spontaneity and honesty. In these complex and tension-filled
times, the full-throated, open demonstration of friendship is a
hugely re-assuring factor and does evoke memories of our youth and
what bonding is all about.” The energy, charm and excitement that
infuse these ads, along with the amazing, inspirational and focused
lyrics, make it stand out, for Mrs. Nayar.</span></div>
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<br /></div>
<div align="JUSTIFY" style="margin-bottom: 0in;">
<span style="font-size: normal;">Veteran
Ad-watcher Saurabh Vyas winds up the debate, raining on the parade
and playing serious Devil’s Advocate. “We live in a time when
style gobbles up substance, form rules over content and appearance is
perceived as reality. In this dumbed-down environment where the
</span><span style="font-size: normal;"><i>Bollywood</i></span><span style="font-size: normal;">
influence is all-pervasive and is constantly referred to – wrongly
– as Indian Cinema and even otherwise sane people like Sudheendra
Kulkarni (</span><span style="font-size: normal;"><i>shockingly?</i></span><span style="font-size: normal;">)
Compare </span><span style="font-size: normal;"><i>Jo mera hai</i></span><span style="font-size: normal;">
to the iconic </span><span style="font-size: normal;"><i>Mile sur
mera tumhara</i></span><span style="font-size: normal;"> … what
can I say? These and definitely finely crafted and engaging ads on
the theme of friendship, but do they impact the product they are
meant to promote … Or truly celebrate friendship, youngistan-style?
They are far too superficial and populist like the </span><span style="font-size: normal;"><i>Bollywood</i></span><span style="font-size: normal;">
movies, cleverly designed to manipulate and </span><span style="font-size: normal;"><i>patio</i></span><span style="font-size: normal;">
the emotional, feel-good quotient of Gen Y – which they
successfully seemed to have done. For me it’s certainly a hugely
over-rated, over-hyped song and dance extravaganza signifying nothing
… but in a space where the Rs. 100 crore club calls the shots and
popularity has hi-jacked quality, minority voices hardly stand a
chance …!!” says the acerbic critic. What’s your take, dear
reader?</span></div>
</div>
Monojit Lahirihttp://www.blogger.com/profile/10514171400276060102noreply@blogger.com0tag:blogger.com,1999:blog-876398358653342702.post-71554388464569833132012-08-20T11:12:00.000+05:302012-09-03T10:30:20.109+05:30AMUL GIRL<div dir="ltr" style="text-align: left;" trbidi="on">
<div style="text-align: justify;">
<span style="font-size: large;"><b>50 CHEERS FOR THE 5 DECADES... AND THE LESSONS WITHIN
</b></span></div>
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<br /></div>
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<b>YOU CAN CRITICIZE THEIR MARKETING IF YOU REALLY WANT TO NITPICK, BUT EVEN THEN, YOU’LL NEVER BE ABLE TO GET A STRAND OFF THEIR LEGENDARY ADVERTISING. </b><b>4Ps B&M </b><b>MONOJIT LAHIRI TRIES TO DECODE WHAT MAKES AMUL’S ADVERTISING SO ENDURINGLY ENDEARING EVEN IN ITS FIFTH DECADE AND WHAT CAN INDIAN MARKETERS LEARN FROM IT
</b></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
It, is arguably the longest running outdoor campaign in the world and – along with Air Indian’s Maharaja ads – the most eagerly awaited and consumed slices of communication, this side of the Suez! How did it all begin? Whose Big Idea was it? What made it catch fire and become the legend it has? What powered and inspired its continuing march into history? What magic makes this transition from imagination to sketchpad to billboards to a zillion hearts and minds, for 50 years, such a riveting and compelling journey?
</div>
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<br /></div>
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<b>FLASHBACK TIME – CIRCA 1966
</b></div>
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<br /></div>
<div style="text-align: justify;">
Amul Butter had already been in the market for at least 10 years, positioned as “processed from the purest milk under the most hygienic condition by a dairy co-operative in Gujarat.” It was up against the much more popular Polson Butter. “The communication needed features to be converted to advantages, in look and spirit away from the lantern lecture to an indifferent audience,” recalls the founding father of this legendary campaign Sylvester [<i>Sylvie</i>] Dacunha, who headed the agency handling the account. To again with, it needed a snappy, cool yet simple and memorable slogan to define it. His brilliant (<i>English Lecturer</i>) wife Nisha suggested ‘Utterly Amul’ to which the creative Dacunha added in a flash ‘butterly’ – and bingo, a deathless slogan was born! While he was convinced of its connect with the public, his client wasn’t so sure, but it was a sign of the turst and confidence of their hedad honcho the visionary Dr. Varghese Kurien’s in Sylvie when he said “I think its utterly mad, but if you think it will work, go right ahead!”
</div>
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<br /></div>
<div style="text-align: justify;">
Slogan frozen, the ad next needed something more vital, critical and central – a presence, spokesman who would act as an appropriate counter-point to the popular Polson Butter Girl, portrayed as a sexy village belle, in tantalizing <i>choli</i>, all but covering her upper regions! “I sensed it had to be a child, impish and lovable” flashbacks Dacunha and explained this to his brilliant Visualiser-cum- Cartoonist Eustace Fernandes. “He came up with this utterly delectable polka-dotted, frocked moppet, with matching ribbons, smacking her lips, as if to say Utterly Butterly Delicious!” Naughty, cuddly, innocent, and amart, the duo sensed they had a winner! From their earliest advertisement “Give us this day our daily bread with Amul Butter” till today, cries of “how cute”, “how clever” and “how smart” have been flailing the air. What’s the real secret behind this four-letter word that continues to move from strength to strength seducing each generation with unfailing doses of surprise and delight?
</div>
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<br /></div>
<div style="text-align: justify;">
In fact, a host of celebs enthusiastically raise their hands wishing to respond in <i>Amul’s India</i>, a compilation of essays by knon personalities including Amitabh Bachchan, Rajdeep Sardesai, Harsha Bhogle, Shyam Benegal, Shobhaa De, Alyque Padamsee and others. For instance, Big B believes “it is a departure from the straight, in-your-face pronouncements of products, offering a winning three-fold-edge over others – brand, humour and topicality.” Columnist Shobha De reckons that their “lovable, wonderful, non-intrusive style could never have been strategically planned. It was bound to have emerged, intuitively, in a blinding flash of inspiration.” While sexy Sania Mirza enjoys their relevance and “play on current events”, ex-Wall Rahul Dravid happily confessers that for him and his brother, they were a fun-part of their growing-up years in Bangalore. “Years later, to be featured, felt nice!” says Drivid. Cricket Commentator Harsha Bhogle is up next, perceiving these iconic ads as “charming chronicher of our times, not with the weightiness and gravitas of historians & academicians, but delightfully light-weight & tongue-in-cheek”, while veteran Ad-Pundit Alyque Padamsee reckons that they stole a march over those great Maharaja-led Air India ads because they were – and remains – more rooted and gloriously in-sync with the India story. “Also the ability to combine audacity with humour that is never loud, low-brow or insensitive, and always audience-friendly is remarkt-able,” says Padamsee.
</div>
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<br /></div>
<div style="text-align: justify;">
Great – but times, they-are-a-changin’! As this template steps into its golden year, what are the new challenges that confront it? In the restless, promiscuous and impatient times that we live in, when nothing is sacred, everyone/everything is up for sale, and cynicism is the ruling mood, will the charm, gentleness and innocence that graced this brand-story be able to resonate with youngistan and today’s blasé <i><u>junta</u></i>? Rahul Dacunha – son and heir to the throne and present brand custodian – responds with elaninherited from his illustrious dad: “We are fully conscious of the transition and have made every effort to not be bogged down in a time-warp or nostaligia. In the nano-second times we live, change is the only constant and we have tried to tap into this through creative chutzpah, converting challenges into opportunities.” How?”By dividing India into five zones: Mumbai, East, South, the Hindi belt and Facebook because of its huge relevance and popularity with one kind of TG. Also because it has a life and personality of its own,” he answers. Every morning Rahul and his small, gifted team sit down to identify what is topical, relevant and lends itself to an audience-friendly send-up. These ads (<i>mostly</i>) are not pan-India in thrust because of region-specific reasons. What tickles, amuses or delights one region may be irrelevant to another. “Our strike-rate seems to be good by the response we receive. We strive to do our best, everyday, for three reasons. One, because of the unconditional faith, trust, confidence the client continues to repose on us. Two, the people’s expectations. Lastly, the deep awareness of living up and taking forward the great, iconic Amul brand-story that the name symbolises,” says Rahul.
</div>
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<br /></div>
<div style="text-align: justify;">
Social & Media Commentator Santosh Desai aptly sums it up when he calls these billboards “moving timeline marking what we have considered significant at various points of time. It is also one of a country coming in touch with itself, even as it transforms beyond recognition. From a somewhat disconnected class liveing in a world of its own, we see a new narrative, distinctive language, its own set of heroes & issues... a running commentary on what it sees, feels and experiences as it accompanies us on this glorious ride.” Even priceless will be an understatement for these four letters (<i>Amul</i>), we would say!
</div>
</div>
Monojit Lahirihttp://www.blogger.com/profile/10514171400276060102noreply@blogger.com0tag:blogger.com,1999:blog-876398358653342702.post-53406830038635464742012-07-19T11:57:00.000+05:302012-07-25T12:38:00.114+05:30A SALUTE TO KERSY KATRAK<div dir="ltr" style="text-align: left;" trbidi="on">
<div style="text-align: justify;">
<b>THE BIG DADDY OF BIG IDEA – THE (UNOFFICIAL) MEMOIR</b><br />
<br />
4PS B&M’S MONOJIT LAHIRI GOES DOWN MEMORY LANE TO SALUTE KERSEY KATRAK, THE FATHER OF INDIA’S CREATIVE ADVERTISING, THE BIG DADDY OF BIG IDEAS AND THE GENTLEMAN WHO SEDUCED HIM – AND SCORES OF OTHERS – TO HOTFOOT IT TO THE MOST EXCITING PROFESSION ON PLANET EARTH AS PLAYED OUT IN THE MOST EXCITING AD AGENCY OF THE DAY, MCM!
<br />
<br /></div>
<div style="margin-bottom: 0in; text-align: justify;">
Living down
a famous dad’s name is never easy in any calling. Advertising is no
different. For years, I pasted on a fatuous and moronic smile every
time my surname came into play, invariably leading to the inevitable
“Oh, so you are Sanat Lahiri/Sanatda/Sanat Babu’s son? Naturally,
advertising is in your blood!” Proud and happy as I was – and a
bit embarrassed, awkward and inadequate too! – the truth can now be
told since both my dad and the guy who turned me on to mosey across
to Adville are up there, bogeying in the biggest Ad Congress of all!</div>
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<br /></div>
<div style="margin-bottom: 0in; text-align: justify;">
No,
advertising was not really in my blood; and no again, I did not come
into advertising because of my famous [<i>ex –
Lintas, Dunlop, Tata, ICI. First Asian President of the IPRA, past
President of PRSI & ABC, moving force behind Kolkata Ad Club, and
Communication Consultant to the United Nations Economic Commission
for Asia & Far East</i>] dad. It was because
of a maverick called Kersey Katrak, and an advertising agency called
MCM (<i>Mass communication and Marketing</i>)!</div>
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<br /></div>
<div style="margin-bottom: 0in; text-align: justify;">
It all began
in college when, accidentally, a couple of ads slammed my retina. It
was my first introduction to the supernova and his audacious take on
advertising. Sharp, in-your-face and brazenly unapologetic, the ads
challenged you to ignore them, as they teasingly went eyeball to
eyeball with you! It really shook me up! Instantly – I was in my
final year of English Honours at Kolkata’s St. Xavier’s College –
I dumped all thoughts of journalism and zeroed in on knowing more
about the freako who’d made the ads and his shop. I had discovered
my Camelot!</div>
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<br /></div>
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My dad
[<i>while not doing a tango as he listened to my
breathless whoopee about those advertisements and wild plans for the
future</i>] was supportive. I am forever grateful
for that. Coming from a different space and conditioned to the
politically correct and conventional stuff dished out by the likes of
JWT, Ogilvy and Clarion [<i>Bates</i>]
of those distant [<i>60s & 70s</i>]
times, Katrak’s provocative and way-out stuff could well have
freaked him out – but he appeared cool. It was my life and he was
there to guide – not monitor – my moves, if and when called upon
to do so. In the break that existed between exams and results, I did
a quick orientation course at JWT to get an authentic reality-bite
into the industry I was dying to join. After completing it – loved
it – I immediately left for Mumbai… Operation MCM!</div>
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<br /></div>
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After
Kolkata and JWT, Mumbai MCM at Colaba (<i>Bakhtawar</i>)
and the super-hot dude who authored the show blew my young mind! The
advertising agencies back home were nice n’ smart in an old
fashioned, conventional way [<i>“We’re here
to do business, not entertain, deah boy!”</i>]
but what was this? The interiors were surreal and psychedelic! A pub,
disco or an Adshop? I felt I was suddenly transported to
Lucy-in-the-sky-with-diamonds land! Man, this truly was a
life-after-death experience…! Just as I was recovering from this
sublime and heady ambience, a tap on the shoulder got me face-to-face
with the man himself…</div>
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<br /></div>
<div style="margin-bottom: 0in; text-align: justify;">
Sporting
Jeans, a cool Tee and comfy sandals, Kersey Katrak of the trimmed
beard and glowing handsome face didn’t look a day older than 30,
although he was reported to be in his mid-thirties. After warmly
greeting me, ushering me to a small anteroom and ensuring that my
Elvis-like trembling cooled off [<i>was this for
real?!</i>] he did two things that made me love
him – and the profession – for life. First he clicked a button
that got the shades of the windows to part… in theatrical slo-mo…
offering a spectacular view of the sea. While I started zombie-like
at the impossibly amazing visual, he politely enquired whether I
would like to join him in enjoying a Pink Gin or Gin n’ Tonic?
Seeing my chloroformed look, he assured me that it wasn’t fatal, my
dad would approve and most importantly, a great way to connect with
creativity. “Leaning on the juices and wetting the old tonsils does
wonders for anyone keen on waking the dead, son!” intoned the great
one. [<i>I was to understand the full import of
this, with time.</i>]</div>
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After a few
sips of the magic brew and lots of help from the Guru, I let fly. I
showed him some of my published poems and articles and gave him my
expert opinion on advertising and my plans, once I entered the
business. He listened with great interest to this greenhorn [<i>whose
tongue was loosened by a drop and friendly encouragement to keep
going</i>], sometimes inviting me to recite some
of my favourite poems. He confessed he loved poetry too and even
wrote some “in my lighter moments”. Suddenly, without and
reference to context, he said “You’re on, buddy! Join us first of
next month. You will have to relocate, struggle, stay away from
family and girlfriend. You will receive a stipend but will have to be
supported by your old man. Once we see that you are settled and
flying, everything will fall in place. Just remember one thing. MCM
is not and ad agency. It’s a temple and disco which worships and
celebrates ideas that transform lives… good luck!” Exit Kersey
Katrak. Enter the incredulous beginning of dream, floating on air all
the way to my host’s residence at Bandra… and later, all the way
back to Kolkata! For a variety of reasons, alas, MCM didn’t work
out for me and I ended up joining JWT, Kolkata, where I was
privileged to interact with and learn my craft from another great and
towering icon, Subhas Ghosal… but hey, that’s a story for some
other time. This one’s about Kersey, who is widely considered the
father of creative advertising.</div>
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<br /></div>
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What was so
special about the guy, who all his life was admired and envied in
equal measure and who, all those years ago, blew my mind through that
one life-transforming session? What was so inspirational about him
that so strongly coloured my mind about this whole business of
creativity in advertising and what a true-blue ad agency should
really be … those three magical alphabets (<i>MCM</i>)
that was to become the abracadabra of my life? Despite the fact that
– tragically – I never had the opportunity of working with him,
the aura, achievements and legend of Kersey Katrak in the early
seventies were impossible to ignore.</div>
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<br /></div>
<div style="margin-bottom: 0in; text-align: justify;">
<b>Among the
game-changers, was first his idea to create an ambiance first his
idea to create an ambiance that attracted the best of quality and
talent… send out vibes that pulled, magnet-like, anybody who dreamt
– and dared – to be different.</b> The vision
to green-light an institution, movement and journey that ideation –
without protection! (<i>Imagine, Ravi Gupta, Arun
Nanda, Mohmed Khan in Client Servicing and Arun Kolhatker, Kiran
Nagerker, Panna Jain and Sudhershan Dheer – all working together
under the same roof!</i>). Also initiate,
encourage and hand-hold <i>darpoks</i>
within the client & agency fraternity to break the rules – both
in style and substance – if they wanted to impact mind and market
space in a boring, imitative and cluttered scenario. Much before
Loyalty Programmes, Animated Heroes, lifestyle Advertising and Event
Launches became fashionable buzzwords, Kersey and his team had been
there and done that!</div>
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<br /></div>
<div style="margin-bottom: 0in; text-align: justify;">
Fresh,
startling provocative, reality-based advertising mandated to viagrize
the dead back to life in never-before manner was the anthem.
Charismatic, articulate, daring, flamboyant of style [<i>He
was the only ad agency CEO who zoomed around in a Merc and threw
lavish parties that were coveted by the who’s who of high society!</i>]
and generous of spirit, Kersey Katrak was truly a man among men,
whose legacy and vision was to influence the thinking and direction
of such hot-shot, celeb agencies as Trikaya, Enterprise, and
Rediffusion, to name just three.</div>
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<br /></div>
<div style="margin-bottom: 0in; text-align: justify;">
Yup, KK was
my rockstar, the sexy pied who got me – and many others – into
the business and shaped the ad world’s earliest ideas of what
advertising can do and should be, insisting as only he could, that
people who truly love this business must remember never to be
compromised; remember that they have not forfeited their right to
dream or lost the ability to re-imagine and re-context the world as
they believe it should be…</div>
<div style="margin-bottom: 0in; text-align: justify;">
That was
Kersey Katrak, the inspirational samurai, the glamorous gladiator
forever seducing the edgy, freaky, quirky and courageous to abandon
all Jurassic notions to take that much needed sabbatical from their
dreary, boring safety-net-fitted life and finally that leap of faith
and touch heights sublime… Kersey passed away in 2007.</div>
<div style="margin-bottom: 0in; text-align: justify;">
<br /></div>
<div style="margin-bottom: 0in; text-align: justify;">
When comes
such another?</div>
</div>Monojit Lahirihttp://www.blogger.com/profile/10514171400276060102noreply@blogger.com4tag:blogger.com,1999:blog-876398358653342702.post-88320348347817495432012-06-17T12:05:00.000+05:302012-06-21T12:15:29.163+05:30THE LATEST HAVELLS FANS TVC<div dir="ltr" style="text-align: left;" trbidi="on">
<b>THE LAST LEARS CAN YESTERYEAR SUPERSTARS RUN THE LAST MILE? </b><br />
<br />
<div style="text-align: justify;">
<b>IF YOU WATCHED THE HAVELLS TVC FEATURING RAJESH KHANNA AND IF YOU RECALL THAT THE AD WAS FOR HAVELLS FANS, THEN THE AGENCY (LOWE) DID ITS JOB WELL BUT IS THAT THE MAJORITY VIEW OR IS IT JUST ME WHO’S, ER, NOT A ‘FAN’?
</b></div>
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<br /></div>
<div style="text-align: justify;">
It all started when a brilliant and celebrated and luminary very recently threw a poser my way – “What is you opinion of the Havells fans TVC starring Rajesh Khanna that is currently being aired?” I hesitated to answer. Having been an ad person for close to four decades and having expressed many of my opinions with the pen on films for an equally long length of time, I sure found the question tricky. Reason: answers to such questions are never one-liners. I knew it.
</div>
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<br /></div>
<div style="text-align: justify;">
I must confess. I’ve had the good fortune of enjoying a ringside seat and tracking down the total RK phenomenon all the way. And I have never tired of telling people that there has never been a bigger superstar than Rjaesh Khanna in his heydays. No Dilip, Dev, Raj, Rajendra, Dharam, Shammi, Manoj – or even the Big B or Khans – could match the hysteria he generated in those pre-satallite, pre –zillion media channels and Facebook days. Sure, the Big B’s angry young man’s persona marked the beginning of RK’s end as the emperor of romance, but between 1968-1974, or so, <i>Kaka</i> was the undisputed emperor of Kingdom Bollywood and much beyond.
</div>
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<br /></div>
<div style="text-align: justify;">
At one point I recall, this quasi-godly superstar had 2 silver and 2 golden jubilees running in Mumbai at the same time (<i>don’t bother if you don’t understand what a silver or golden jubille means</i>)! And then, as Bachchan’s star ascended the Bollywood sky with <i>Zanjeer</i>, <i>Deewar</i> and <i>Sholay</i>, Khanna’s star tragically nosedived. Rajesh did make some feeble attempts to return – the most horrific ones being <i>fanaa…let’s Fall in love</i> in 2006 and <i>Wafaa</i> in 2008 with little-known heroines, both which mercifully for him didn’t take off – but his mannered, stylized acting was way out-of-sync with the new viewer. The factuality was that <i>kaka</i> had long back moved from sight to memory. In the Famous words of Avijit Ghosh, a veteran journalist, “With half of Rajesh’s acting ability, one-third his waistline and four times his discipline, Jeetendra swept the market down South for weepy socials and mindless entertainers!”
</div>
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So how about the Havells fans’ TVC featuring Khanna? Lowe and boss man Balki’s team seem to have pulled a yesteryear celebrity out of mothballs perhaps basing their gut-feel on the fact that Khanna might be able to generate huge brand recall. Ponder on this issue for a moment. I recall Khann’s face pretty well – and my virtuous image at the start of this op-ed would be enough for you to guess my age and the age to which I belong. For argument’s sake, even you might recall Khanna; and I can bet my last remaining Edward shilling that you’ll surely be around 40 years of age, if not easily above. But ask a few respondents in the age groups 20-30, and you start realizing that not only do a significant majority of them have no idea of who in heavens is Rajesh Khanna (<i>and that throws the recall issue out of the value chain</i>), but also that there’s no way that they would be convinced to buy a fan because of him. The latter part of this argument applies to even the age groups that know the 70s king of cinematograph. Would you buy a product now because, <i>um</i>, Kaka says so?
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Others too have echoed similar feelings. Creative hotshot Sagar Mahabaleshwarkar [<i>NCD, Bates 141</i>] finds the punning – Havells fans and RK’s fans – laboured. Mahabaleshwarkar is disappointed that the attempt comes from an outfit that created the wonderful <i>‘Fago re!’</i> and <i>What an Idea Sirjee!</i>’ campaigns.
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While Pritish Nandy, media commentator and head of Pritish Nandy Communications, dismisses the TVC summarily as “a silly parody of the ex-superstar”, film scholar and historian Rauf Ahmed believes the ad-film was an interesting opportunity that got derailed by pitching it wrong. Nandan Dasgupta, a Delhi-based legal practitioner, refuses to be as charitable and believes that the ad is made in bad taste and blames one and all responsible for this “regressive commentary on the human condition.” Former ad-professional, author and columnist Bunny Suraiya is equally critical, “The act is similar to flogging a dead horse. Havells must have gotten him cheap.”
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But then, there are others who feel that airing the TVC was worth the toil that went into making it. One cannot deny that it was imaginative and bold of Lowe to have identified a decades-old star who had slipped off the public radar. There is not denying that the attempt to spring a surprise on TV screens with RK, and hit the nostalgia button for his many fans – especially of the 50+ variety – was a conscious decision. Brave it was too for the creative heads to imagine that they could do well without the usual clan of actors who pose for hair oils and mango juices. Perhaps there was nothing in the script and dialogue to support and enhance the surprise element of RK, but him spouting unexpected CSR lines wouldn’t have made the case strong for Havells either.
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Personally, I found a few clear blind spot in the ad. The Look that the <i>Aradhana golden boy maintains is worrying</i> [<i>Is he suffering from something serious?</i>]; further, shots of him surrounded with fans and a soundtrack loaded with tired clichés [<i>Mujhse mera fans koi nahin chheen sakta</i>] sound more like dirges of a sad era and are difficult to digest with a smile.
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The creator of the TVC (<i>Balki</i>), admits that one requires tremendous confidence, sense of security and calm to undertake and execute a TVC of this type. He says that when Havells decided to resurrect the superstar, there were unhappy faces all around. He is however pleased with the reaction to the ad. “A majority loved it and the polarising views work like an event. Emotion runs high. Placing people and circumstances in public memory has been an achievement.” Well, let’s hope that happens. My critique editorial itself is advantage enough for Balki. And as far as Havells goes, tis the seasons for fans I say; not that I’m gaining too many.</div>
</div>Monojit Lahirihttp://www.blogger.com/profile/10514171400276060102noreply@blogger.com2tag:blogger.com,1999:blog-876398358653342702.post-75160624529031036722012-05-18T11:08:00.000+05:302012-05-22T11:08:40.298+05:30ADVERTISING AND MORALITY<div dir="ltr" style="text-align: left;" trbidi="on">
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<b>IS TODAY'S INDIAN ADVERTISING CROSSING THE LoC?</b>
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For some time now, concerned consumers and ad-watchers have been getting increasingly worried about the frat crossing boundaries and hitting erogenous zones erogenous zones where even angels (<i>should, but no longer?</i>) fear to tread! Holding up the Lux Cozy and Amul Macho ads as earlier examples apart from the tons of sexist deodorant ads and of course the scores of whitening creams, they continue to remain anxious, often protesting vehemently against the way the Persuasion Industry is trying to seduce the impressionable, unguarded and aspirational sections of our <i>mahaan Bharat</i> into promising them a more fulfilling, confident and rewarding life if they embrace the products advertised. In its effort to keep pace with India's ever changing profile and fashionable definition of an ancient civilisation, which is also a young and modern nation, are the ad guys getting a bit too carried away and overdoing it by adventurously crossing the <i>Lakshman Rekha</i> and touching areas best left untouched? Or are we, due to traditional conditioning, being a little too touchy and forgetting that this is year 2012, and the blitz and exposure of new-age media to a techno-savvy <i>youngistan</i> renders this a non-issue?
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A new TVC along the skin-lightening-product segment for a product called Clean & Dry Intimate Wash even promises Indian women protection, freshness (<i>and most importantly</i>) fairness “down there”! The commercial shows a young couple relaxing in their house. The man is shown reading a newspaper while the attractive wife-or whoever! -pouts, unhappy at being ignored. Reason? Her dark-coloured privates! Providence steps in, in the form of Clean & Dry Intimate Wash, ostensibly whitening the parts that seemed to have earlier cast a shadow over the guy's inner view of the young lady and bingo, suddenly aal izz well! Pout disappears, break-up averted, newspaper flung aside to (<i>undoubtedly</i>) explore and enjoy some real whitening-strikes moments!
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There're too many questions that hit one when such an advertising hits the ceiling. Where do we stand on such in-the-face ads? Isn't there an LoC that the product's positioning is crossing? But then, how is such a product expected to be launched or marketed? One possibly cannot expect a simple word-of-mouth campaign, can one? And if the product is legal, then why have any hassles on the marketing of such a product? Are we going through the same wave of astonishment that one saw years ago when condoms were marketed in a savvy manner by Kamasutra as opposed to the politically correct yet moribund manner in which Nirodh was advertised?
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When invited to comment, political journalist Mahua Chatterjee admits she's temped “to laugh hysterically so that she may not weep!” She soon gets serious and unleashes a series of posers. “Who are these guys creating these ads or manufacturing these products? Clearly a lot of us are totally disconnected from their radar! Is this their professional version of marketing which decrees: Find a gap and fill it? In their drive to sell a product, is nothing sacred, safe or out of bounds? In the crazed rush to grab eyeballs, is titillation of any kind permissible? What about social responsibility, good taste, style & class?” questions Mahua. Then, tongue-in-cheek, the journo enquires why despite a zillion face-whitening products for men “nothing like Intimate Wash has been dedicated to their, er, penile space?”
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Actress Moon Moon Sen, after a hearty laugh, offers discrete perspectives. “Sometimes, some ads – even if uncomfortable – are necessary. We live in a society where women (<i>mothers & daughters</i>) don't always know about a lot of stuff, and doctors or professionals who do, hesitate to communicate these facts, due to mental conditioning, rendering them taboo. Unfortunately, many of these are necessary for a woman's well-being. However, a vaginal whitening cream doesn't remotely come in that category and does strain the imagination! A douche or cream for infection is understandable but...”
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While documentary filmmaker Ishani Dutta finds the 'intent' of the TVC “inappropriate and sexist”, 23-year-old copywriter Tanu Koundal can't stop laughing! “It's too funny... I know that India is very whiteness crazed and men prefer fair complexioned wives, but it's the face and body on display that is seen and reacted upon... not the private parts!” says Tanu. But the young lady also believes that this kind of advertising – edgy, weird and hitting no-man's- land – is a part and parcel of today's permissive, sexually-cool society where nothing is a big deal anymore. But isn't the product strengthening the unfortunate fairness orientation of Indians and fortifying racist paradigms?
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The inimitable, original 'Kamasutra' hottie, Pooja Bedi adds up to the debate as only she can, saying, “People reacted strongly to botox in the beginning, remember? Now it's a rage! Whether you are colouring your hair black, spraying on golden tans or turning private parts white, is an individual choice. I don't know why fairness creams are okay for faces – but not down there! Waxing, laser, designer-trimmer is acceptable so why the fuss about a lightening cream, for god's sake? Why are we always so obsessively reactive regarding our pubic/pelvic area?”
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Then is it just media (<i>in their zeal to constantly penetrate and explore new areas of darkness and bring them to light!</i>), including yours truly, who've overdone the issue once again? At a time when more critical issues like education, health care, sanitation, more employment opportunities for women and poverty elimination need to be addressed, should the issue of vaginal whitening need be given the scrutiny that we've all managed to give it?
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Irrespective of what the answer to such a macro issue might be, what cannot be denied is that after some weeks of quite dismal and perseverance testing television campaigns, we've finally got one that has the wherewithal to initiate a national debate. Let's raise a toast to at least that, and to the fact that the future is going to see quite some more of such advertisements and quite some more debate. And you know where we'll be when that happens – right in the midst of the fray.
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</div>Monojit Lahirihttp://www.blogger.com/profile/10514171400276060102noreply@blogger.com0tag:blogger.com,1999:blog-876398358653342702.post-88925754428021738212012-04-13T13:01:00.000+05:302012-05-18T13:05:05.688+05:30STAR - STRUCK STATES<div style="text-align: justify;">
<b>BIG B VS. SRK: A CLASH OF STATE - MENTS !
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<b>BREAKING NEWS! THE TOWERING INFERNO SUDDENLY HAS COMPETITION IN HIS ROLE FROM BADSHAH KHAN! NAH, NOT PRODUCTS OR SERVICES, BUT IN THE PROMOTION AND SELLING OF A REGION, STATE, CITY! WASSUP WONDERS 4Ps B&M'S MONOJIT LAHIRI
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Let's face it. Bollywood is the land of dream merchants and who bigger than the Big B and King Khan! In recent times (<i>beyond movies and product endorsements</i>) these two superstars have been coaxed to take on new roles: Brand ambassadors of state (<i>Gujarat</i>) / City (<i>Kolkata</i>)! While this task is both daunting and challenging - to say the least - what drove the powers-that-are to make this amazingly daring move? Avid and informed B-Town and ad experts invite us to remember one simple fact: the overwhelming domination of film stars and cricketers in the public domain and media! Are all brand custodians and marketing heavyweights idiots or passinate philanthropists to offer them telephone number, pay cheques to endorse their stuff, they ask. Surely, somewhere, in some way, there has been an impact and mass connect, of a rewarding nature?
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Veteran communication consultant Gullu Sen initiates the debate with "how successful this connect is or will be, in terms of the conversion ratio, will depend on the quality of the ad, but the fact that the ad will be noticed and be a clutter buster, is undeniable. Why? Because in a star-obsessed country people will definitely watch any communication with a star as compared to an everyday Joe (<i>Faggu</i>) or plain Jane (<i>Fanaki</i>)! That's for sure!" Crayons' Client Servicing Director Sanjay Chauhan agrees with a slight reservation. He remains both amused and confused at the levels of desperation of many brand and marketing gurus who really should know better. "Shouldn't there be a connect between endorser and product that appears credible, exciting and positive to the TG," he asks. Besiders, isn't there any palpable or tangible difference between hawking hair oil and confectionery, cement, cars, and... a city or region?
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"Not required," retorts respected and renowned adman-writer Kamlesh Pandey. He believes that while never in the history of showbiz has star-power been so overwhelming, "effective results can only come when there is an appropriate brand fit. Shakti Kapoor may not be the ideal role model to sell a state, but the aam admi will certainly be attentive, interested and open to what an Amitabh Bachchan or Aamir Khan have to say, as both, the recent Gujarat campaign and <i>Atithi Devo Bhavo</i> have demonstrated."
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The Gujarat case study with the Big B is interesting. Till 2010, Modi's Gujarat - say experts - was a classic example of "how to dissuade tourists from coming!" Right from perception to image perfection, everything about the state was a mess. Enter the Shahenshah, and bingo in record time, he did to the state what (<i>in his heydays</i>) he did to the film industry and his fans ... dyamically redefined the meaning, in scope and scale, of groundswell and footfalls! His pathbreaking <i>Khushboo Gujarat Ki</i> campaign (<i>brilliantly & evocatively scripted and shot, gloriusly narrated</i>) showcases the many-splendoured state with appropriate style & panache. In fact, the campaign has placed a new and strange problem at the doorstep of the Gujarat Tourism HQ : How to deal with the sudden tsunami of tourists flooding the state?!
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Pandey insiste "credibility" is the key and is bewildered at the choice of SRK as brand ambassador for Kolkata. "He is undoubtedly a huge star but socially, culturally and politically, he is clueless about that city! I can understand if it was Delhi - his home - but Kolkata?" questions Pandey. He believes that his selection - apart from star power - was obviously due to his ownership of IPL team, Kolkata Knight Riders, " but is that any reason? Wouldn't Saurav Ganguly, Prosenjit Chatterjee, even Mithun Chakraborty be a better choice?" He wonders if any right thinking Kolkatan would ever take SRK's brand ambassador role seriously. Ex-Lintas head and renowned environment activist Gersonda Cunha doesn't consider endorse-ments a big deal "because we did it over 50 years ago with Lux!" However, like Chauhan and Pandey he has a problem when the matching is bizarre. "This leads to both distraction and confusion because the attendion is being seduced by things not connected with its intrinsic brand value." Further, if the endorser is also into multiple endorsements, "state" of mind can suffer grave injury! Theatre actress Lushin Dubey wraps up this debate with a totally different perspective. "Among the evolved, educated and sophisticated intelligentsia, neither Amitabh, nor SRK or Preity Zinta (<i>brand ambassador of Himachal Pradesh</i>), Celina Jaitley (<i>face of Egypt tourism</i>), or Salman Khan's dallying with tourism in Cuba, will cut much ice. If they visit these places these stars are promoting, it certainly will not be for them, but because they have their own reasons: However, for large segments of the uneducated, impressionable and culturally underprivileged, for whom stars are Gods and their pronouncements, gospel truths, these campaigns could well work."
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So, at the end of day, the conclusion is simple: Stars dazzle, but when they make trips away from the sky, they better be sure that the glow sends the right signals to the right star struck fan, to create the right impact, or else....</div>Monojit Lahirihttp://www.blogger.com/profile/10514171400276060102noreply@blogger.com0tag:blogger.com,1999:blog-876398358653342702.post-54213582877025460592012-03-09T10:31:00.001+05:302012-03-15T11:44:16.763+05:30EMOTIONS VS. RATIONALITY<div dir="ltr" style="text-align: left;" trbidi="on"><div style="text-align: justify;"><span style="font-size: small;"><b>WHEN HERO'S FALL, SHOULD BRANDS WALK TALL?</b></span></div><div style="text-align: justify;"><span style="font-size: small;"><br />
</span></div><div style="text-align: justify;"><span style="font-size: small;"><b>THE ONGOING INSURANCE TVC WITH YUVRAJ SINGH HAS UNLEASHED QUITE SOME QUESTIONS ON THE LINES THAT SHOULD BE DRAWN BY AGENCIES... 4Ps B&M's MONOJIT LAHARI ATTEMPTS TO REFEREE THIS EMOTIONAL ISSUE</b></span></div><div style="text-align: justify;"><span style="font-size: small;"><br />
</span></div><div style="text-align: justify;"><span style="font-size: small;">"<i>Jab tak balla chalta hai, thaat hain. Jab balla nahin chalega tho...</i>" a pause accompanied by an expression of bewilderm9ent, helplessness, and resignation on the (<i>seemingly confident</i>) World Cup hero's face continues to haunt and leave a chilling, poignant impact on zillions of fans and viewers of this TVC. Where does the ad end... and stark reality begin? Is the line between reel and real suddenly blurring? Many Yuvi fans and TVC watchers are quick to point out that this ad has been “suitably pruned and frequency upped” to strategically cash-in, full-on, on the present state of the cancer-stricken sports star. This has led to some debate in the public domain with some flagging the TVC as an insensitive act representing commercialism, with the demand/request that the growth of this kind of brand positioning could be discouraged. The advocates of this TVC however wonder what the fuss is all about! They are of the opinion that instead of getting all emotional and sentimental, a little objectivity and maturity trying to understand the brand's point of view would help. They insist that the so-called offending TVC is only initiating, involving and reminding viewers to be prepared for the worst at all times and the very fact that the protagonist – a cool dude and hi-flyer – is going through a rough patch, out of the blue, only makes the point stronger. The message sent out is brief, direct and sharp for everyone: Life can be uncertain. Hence life insurance. More so for a majority of Indians who remain uninsured purely due to sloth.</span></div><div style="text-align: justify;"><span style="font-size: small;"><br />
</span></div><div style="text-align: justify;"><span style="font-size: small;">Which point of view works? Which doesn't? Soma Chakravarty, Senior PR Manager at India Trade Promotion Organisation (<i>ITPO</i>) leads the pack with all cylinders firing. She accuses the advertiser of being shockingly insensitive and cynical. “Where is the heart and human feelings? I am amazed at their take on the very concept of communication; gives the profession a bad name!” Says Soma. Judhajit Sengupta, VP of the Kolkata-based Megaminds Communications, agrees and adds his bit: “To begin with, the intent is suspect and so is the timing! Don't these guys remember or respect basic commandments of responsible communication... that we are first human beings, then consumers? As a communication practitioner I am appalled at the lack of corporate conscience and defense of an ad that hurts any right thinking person's sensibilities. How low can one stoop to conquer?” Is this the general viewpoint?</span></div><div style="text-align: justify;"><span style="font-size: small;"><br />
</span></div><div style="text-align: justify;"><span style="font-size: small;">Not quite, as one realizes quickly. Cut to the supporters, and the other viewpoint becomes clearer. Leading this team is a sharp, clear-eyed, intelligent corporate communication professional from </span>NTPC, who brings a fascination aspect to this debate. “Let's face it, we live in a world where reality television rules, right? Remember <i>Sacch Ka Saamna</i>? It was disturbing and cathartic, but it was life in the raw. Without make-up, which – like the surgeon's knife – cuts as it cures, right? The Birla Sunlife Insurance TVC with Yuvi should be seen in that light and not as something that is either exploring or invading anyone's private space... and please easy on the hysteria and <i>rona dhona</i>! We are always so, unnecessarily, over-the-top with emotions, It's just an ad, guys!”</div><div style="text-align: justify;"><span style="font-size: small;"><br />
</span></div><div style="text-align: justify;"><span style="font-size: small;">While Brijesh Kapil, VP, Ranbaxy – Global Consumer Healthcare, confesses he “wouldn't really air the TVC” and the CMO of Tata Teleservices Lloyd Mathias, while saluting the crafting and execution of the ad, admits that he has issues with the “timing”, Anil Nair, President, Law & Kenneth India, remains cool about its form, content, intent and airtime. “It's true to life, talks of uncertainty and unpredictability. It's spot on!” Nair tells <i>4Ps B&M</i>.</span></div><div style="text-align: justify;"><span style="font-size: small;"><br />
</span></div><div style="text-align: justify;"><span style="font-size: small;">Interesting is actually the viewpoint of the Chief Marketing Officer (<i>Financial Services</i>) of the Aditya Birla Group, Ajay Kakar. When asked whether he would withdraw the ad after Yuvi's illness, he flatly refused and commented, “No! Why? A day after the commercial went on air, Yuvi tweeted that he was looking forward to the ad and wants to return to his old form. In fact, when the ad was shot last September, Yuvi's mom was also present and was happy to see a brand presenting the story of her son.” The star cricketer also seemed happy (<i>and relieved</i>) to be in Boston, where unwarranted sentimental tsunamis are thankfully missing! </span></div><div style="text-align: justify;"><span style="font-size: small;"><br />
</span></div><div style="text-align: justify;"><span style="font-size: small;">Media analysts come in to explain why we in India, act the way we do, with ailing stars. It begins, they insist, with our terrible “bedside manners” when it comes to any major illness. The C-word, of course, is commonly perceived as a death warrant and invariably sends us headlong into paroxysms of commiseration with sympathy, tons of spiritual wisdom and crazy cures that worked for 'Minoo Aunty's' husband's cousin! <i>Bollywood</i> too has consistently done its number (<i>complete with mandolin, violins in background</i>) to perpetuate this feeling of quiet terror! Ever since Rajesh Khanna mouthed those deadliest line – <i>Zindagi aur maut uparwale ke haath mein hai jahanpana, jise ne aap badal sakte hai na mein</i> – in the evergreen 70s classic <i>Anand</i>, with <i>Kal Ho Na Ho, Aashayein</i> and <i>We are Family</i> following the 3-Handkerchief route, the big-C continues to be looked upon as a green card to the next world! The message is clear : You get Cancer. You Die! From Steve Jobs to the Pulitzer Prize winning book <i>The Emperor of all Maladies</i>, cancer has only grown in its infamy.</span></div><div style="text-align: justify;"><span style="font-size: small;"><br />
</span></div><div style="text-align: justify;"><span style="font-size: small;">Happily, if bulletins, press releases and updates of Yuvi are to be believed, life has no intentions of imitation the movies and the ailing star seems to be definitely recovering well. So, despite the entire gamut of emotions that zipped across the hearts and minds of zillions of viewers of the TVC and his fans, this version has a happy ending and is actually playing on a small screen, near you! Then why not view this ad as simply being consistent with the message that life, at whatever juncture, is unpredictable and insurance is a great way to assist your family in tiding over a mishap.</span></div><div style="text-align: justify;"><span style="font-size: small;"><br />
</span></div><div style="text-align: justify;"><span style="font-size: small;">This brings into play some new paradigms of communication. One, that marketing messages are more visceral and participatory than before, with companies, brand roles and people lives more exposed, discussed and challenged than in earlier times. Also, today's consumers are frequently called upon to play a critical role in conveying the brand promise, In fact, engagement, excitement, and edginess are the winning new age troika that powers empowerment of both the viewer and message! At the end of the day, if the TVC was really as irresponsibly insensitive as its detractors claim it to be, wouldn't Yuvi's mom or for that matter Yuvi himself be the first one to blow the whistle?</span></div><div style="text-align: justify;"><span style="font-size: small;"><br />
</span></div><div style="text-align: justify;"><span style="font-size: small;">In other words, boots to the debate, here's wishing Yuvi a superfast recovery and an as quick return to action.</span></div></div>Monojit Lahirihttp://www.blogger.com/profile/10514171400276060102noreply@blogger.com1tag:blogger.com,1999:blog-876398358653342702.post-13949530971600222682012-02-24T12:03:00.001+05:302012-02-27T12:11:57.846+05:30CELEBRITY ENDORSEMENT<div dir="ltr" style="text-align: left;" trbidi="on"><div style="text-align: justify;"><span style="font-size: small;"><b>THE FUNNY CASE OF "BOTTOM-UP" ENDORSEMENTS!</b></span></div><div style="text-align: justify;"><span style="font-size: small;"><b><br />
</b></span></div><div style="text-align: justify;"><span style="font-size: small;"><b>4Ps B&M's MONOJIT LAHIRI DOES A CLOSE-UP OF SOME STRANGE HAPPENINGS IN THE ENDORSEMENT FILLED ADVILLE!</b></span></div><div style="text-align: justify;"><span style="font-size: small;"><br />
</span></div><div style="text-align: justify;"><span style="font-size: small;">We live in strange and funny times, quipped the local wit and for once, I agree with the majority. In a fiercely competitive, market driven and bottomline obsessed world where brand-consciousness takes on hysterical dimension, it would seem that the entire process of identifying, zeroing-in and signing brand ambassadors would be totally driven by the performance in the field, right? After all, their red hot popularity and connect with their fans-especially in the area of showbiz and sport – is normally based on that and brand managers are quick to pounce on these hi-achievers ride on their fame/stardom with communication narratives (<i>across diverse media avenues</i>) that produce seductive synergy to inform, educate, persuade and sell their wares to the public, right? Err … not really … and not always!</span></div><div style="text-align: justify;"><span style="font-size: small;"><br />
</span></div><div style="text-align: justify;"><span style="font-size: small;">When in Hollywood, a celebrity like Lindsay Lohan – notorious for grabbing headlines of the wrong kind and constantly oscillating between jail and rehab centres – is said to have scored a cool $4 million fee for her association with brand Playboy and designer collection named 2169, one could always argue that Lilo is obviously a great pop star and film actress too.</span></div><div style="text-align: justify;"><span style="font-size: small;"><br />
</span></div><div style="text-align: justify;"><span style="font-size: small;">But then, what better example for our benefit than the uber-glam, dishy, sexy, young Russian tennis star who created such a huge “racket” in her heydays in most of the A-Circuit, glam tennis courts with her … looks and body language … and oh, game too! The name is Anna Kournikova! Did you know that the Russian babe's only actual achievement was her reaching the semis of the 1997 Wimbledon where she lost to Martina Hingis, and that she didn't registered even a single major WTA tour win ever to her name? Now compare this very ordinary scorecard with her earnings in endorsements. The former tennis player over time has been associated with several iconic brands such as Omega, Swatch, Louis Vuitton, Gucci, Jimmy Choo, Adidas, BlackBerry, Berlei … among others. Stats indicate that in the year 1999, she scooped up a cool $11 million from endorsements alone! ESPN Sports reporter Darren Rovell stated that the blonde bombshell consistently made over $10 million per year, right through her playing career, She retired in 2007, but if you compare those mega bucks in terms of time value … wow!</span></div><div style="text-align: justify;"><span style="font-size: small;"><br />
</span></div><div style="text-align: justify;"><span style="font-size: small;">Next up is Afro-American Motocross driver, James Stewart. Reports indicate that he has consistently skipped more races than participated in, and since 2008 has competed in only one “complete” season without injury! He won a championship only in year 2009. Yet, this injury-prone bloke seems to have attracted a bunch of high-profile brands to race ahead with a portfolio that includes dazzlers like Nike, Yamaha, Red Bull, and pick up a cool endorsement package of $10 million! Avid Stewart watchers opine that “it is his injuries and the way & style with which he gets them” that provides him the marketable aura & charisma!</span></div><div style="text-align: justify;"><span style="font-size: small;"><br />
</span></div><div style="text-align: justify;"><span style="font-size: small;">Closer home, we have our very own sports celebrity – desperately attempting a comeback – Sania Mirza! With a highest ever WTA singles rank of 27 (<i>in 2007</i>) the Hyderabadi hurricane, who swept popular imagination across the world early in her career, and then post marriage went through a dip in form and performance across tournaments, has enjoyed the patronage of signature brands like Sprite, Cadbury, Tata Indicom, Adidas, Atlas Cycles, TVS Scooty, Tata Tea, Hyundai Getz among others. Today, some may have dropped out but many have stayed on. In <i>Bollywood</i> too, not so successful stars like Riya Sen, Celina Jaitely, and Neil Nitin Mukesh are raking in big moolah. </span></div><div style="text-align: justify;"><span style="font-size: small;"><br />
</span></div><div style="text-align: justify;"><span style="font-size: small;">What's going on? How come even non-performers are being celebrated and signed up for big bucks? Ad filmmaker and media commentator, the irrepressible Prahlad Kakkar answers head-on firing on all cylinders, “Sure, achievements and performance are important but sex appeal and glam quotient often can (<i>and do</i>) overwhelm that. Anna Kournikova is a typical case. Her 'Object of Desire' element flattens out anything else! Same with Chris Evert. Her cute, pretty, sweet face and personality got her many more endorsements than the performance driven, more successful Martina Navratilova. Remember, lust as a brand shine, aces every performance, achievement or scorecard on the earth, trust me!” Even communication guru Alyque Padamasee puts it down to charisma. “It is something impossible to define or explain but easy to recognise. Don Bradman had it. John F. Kennedy had it. Bill Clinton has it. Marlon Brando and Marilyn Monroe had it. “It's something that cannot be acquired or bought off the shelf; you have it or you don't,” says Padamsee. However, in the sports area, the veteran adman believes that it is more performance-led and you are as hot as your deeds. Showbiz by definition lends itself to charisma which is why many of the other <i>Bollywood</i> (<i>Dev Anand, Raj Kapoor, Shammi Kapoor, Madhubala</i>) and Hollywood (<i>Elvis Presley, Michael Jackson, Frank sinatra</i>) icons are remembered long after they are gone. Do you know that many of these legends earn more royalty after their death than when they lived?</span></div><div style="text-align: justify;"><span style="font-size: small;"><br />
</span></div><div style="text-align: justify;"><span style="font-size: small;">Then what really matters more? Performance or looks? Well, being a good on-field performer gets people to notice you, but if you want those high mega-buck ad endorsements to come your way, you better be good looking – one reason why, in the world of celebrity endorsements, the outstanding hockey legend Dhanraj Pillai stands no competition in front of Saina Nehwal.</span></div></div>Monojit Lahirihttp://www.blogger.com/profile/10514171400276060102noreply@blogger.com1tag:blogger.com,1999:blog-876398358653342702.post-62488523073423656892012-02-10T14:58:00.001+05:302012-02-21T17:45:16.013+05:30LETTER VERSUS SPIRIT<div dir="ltr" style="text-align: left;" trbidi="on"><br />
<div align="JUSTIFY" style="margin-bottom: 0in;"><b>COCA COLA HAD GLOBALLY PUBLICISED ITS VOLUNTARY DECISION NOT TO MARKET TO CHILDREN. BUT THE LATEST AD CLEARLY PUTS PAID TO THAT. HAVE THEY DONE WRONG? OR NOT? </b><i><b>4Ps B&M's </b></i><b>MONOJIT LAHIRI INVESTIGATES...</b></div><div align="JUSTIFY" style="margin-bottom: 0in;"><br />
</div><div align="JUSTIFY" style="margin-bottom: 0in;">A while ago, amidst suitable media glare and fanfare, Coke along with a cluster of corporate global heavies – signed an agreement to categorically not initiate, indulge, involve or participate in any activity that consciously targets kids under a certain age. “We have a global responsible Marketing Policy that covers all our beverages, and we do not market any products directly to children under 12,” says The Coca Cola Company.</div><div align="JUSTIFY" style="margin-bottom: 0in;"><br />
</div><div align="JUSTIFY" style="margin-bottom: 0in;">They (<i>rightly</i>) reckoned that directly marketing Cola products to children could send out wrong signals – as the general inference is that sugary and carbonated drinks lead to not only obesity and bone loss, but a host of other health issues. In children, the effects are worse and longer lasting. While all right-thinking, concerned parents and elders applauded this fine, worthy CSR move (<i>“Hey, the guys have a conscience, after all!</i>), one fine morning came along a spanking new ad of Coke (“<i>Ummeedon Wali Dhoop, Sunshine Wali Aasha...”</i>), which had a most hummable tune and cinematography worth its weight in gold. Shockingly, almost throughout the advertisement, children were featured singing the song some looking quite apparently below the age of 12. Worse, the ad ends with a statement,” Millions share a Coca Cola everyday.” This magazine had instantly picked up the issue in the last fortnight and pointed out the clear fly-by given to the much touted voluntary decision of Coke to not market to children.</div><div align="JUSTIFY" style="margin-bottom: 0in;"><br />
</div><div align="JUSTIFY" style="margin-bottom: 0in;">To its fair credit, the TVC is charmingly conceived, executed and packaged, totally children-friendly, superbily written – by McCann's gifted multifaceted head honcho Prasoon Joshi and reinforced with an eye opening series of facts juxtaposed smartly to entertain and enlighten in one fell swoop. In fact, <i>Ummeedon Wali Dhoop, Sunshine Wali Asha, </i>today, is a hugely loved and popular anthem with kids, everywhere, because of its simplicity, charm and inspirational tone. So, what's the problem?</div><div align="JUSTIFY" style="margin-bottom: 0in;"><br />
</div><div align="JUSTIFY" style="margin-bottom: 0in;">That's exactly the problem, per se. The more children that like the ad, the more the probability of them falling for the cleverly positioned ruse. Was this an inadvertent mistake on the part of Coke (<i>featuring children, that is</i>) or is this a supremely shrewd advertising campaign meant to raise hackeles? Veteran Ad person Esha Guha is the first to fling her glove into the arena and declare war! “Prasoon is a terrific writter... You give him a brief and he'll give you a song! However, this entire TVC would've been great had not the 'millions share a Coca Cola everyday' come in as last line – which, to me, is a sneaky way to leveraging product placement! It's a piece of brilliantly crafted cameouflage, very creatively distracting to represent, in wonderfully inspirational and uplifting manner, hope, sunshine, optimism – the works.” Dentsu's NCD Soumitra Karnik – ex-JWT, creative head who master-minded several award-winning campaigns, including the memorable Youngistaan – is not so sure and believes that it is a conflick of letter versus spirit. “Agreed, in theory it may have strayed a bit, but overall the TVC offers a brilliantly, optimistic, warm and feel-good vibe with great lyrics and most significantly, sung by children in joyous collectivity. Kids are our greatest change-agents and their bright shining faces, energetically singing those exalted lines, for me, scores over a technical flaw,” says Karnik. He (<i>all set to change Dentsu into a solidly creative agency</i>) believes that compared to the mess around (<i>scams, end of world in 2012, drubbing at Australia</i>) this TVC represents a welcome change. So, he's willing to “let this one pass!”</div><div align="JUSTIFY" style="margin-bottom: 0in;"><br />
</div><div align="JUSTIFY" style="margin-bottom: 0in;">Post-grad student Shrishti Jha agrees. She feels that most people are unlikely to view this TVC in a “negative and narrow-minded way” and will view it for the joyous ambience it creates, “The lyrics are outstanding and so is the over all presentation! Where does the camouflage and surrogate factor come in? It's neither a product hard-sell at all, nor does it nudge you to lean on the Coke Corp image. Like <i>Hum Mein Hai Hero, Ummeedon Wali Dhoop </i>charges you up in a charming, vigorous and vibrant way infusing positive emotions in your being. I love it. So do my friends.Forget the killjoys...!” Paris-based and Santiniketan-trained graphic artist Pia Sen, is up next. The pretty and petite 32-year old (<i>who visits India regularly is fully clued-into this issue</i>) comments, “The TVC is crafted in a deceptively innocent manner that gives this impression of upliftment and optimism, very successfully. Intelligently choreographed, it brings the millions share... line to form a telling conclusion about the product as a feel-good, bonding product. [Yet], for me, somewhere, it is unethical and goes against the spirit of the signed document . Like in life, intangibles and grey areas are always the trickiest.”</div><div align="JUSTIFY" style="margin-bottom: 0in;"><br />
</div><div align="JUSTIFY" style="margin-bottom: 0in;">Mitali Lahiri, Senior Writer of the Kolkata-based Ad Agency Magnum Intergrafix, is not amused. “It's obviously done in a clever, slick way to make friends and influence people! The chocolaty topping is suitably sensitive with radiant children looking forward to a cheerful, sunshine planet... a world that hits more on love than hate... sharing, caring, trees, mats and fairy tales in place. So far, so good – but hey, how does Coca Cola feature in all of this, guys? For a while this TVC works like a happy drug and just as you are about to succumb, Coke enters to claim millions who love Coca Cola, opens happiness! But is Gen-Next supposed to share happiness with less calcium in their bones, broken bones, unhealthy disposition?!”</div><div align="JUSTIFY" style="margin-bottom: 0in;"><br />
</div><div align="JUSTIFY" style="margin-bottom: 0in;">The gurus of advertising have repeatedly said that underpromise, overdeliver. At least don't promise what you can't deliver. Given the killing effects of competition, is Coca Cola slowly but surely revoking the voluntary decision they had taken on a global scale? I don't have the answer to that. All I can tell is that I love the song, but won't let my kids have the drink. Over to you, gentle reader...!</div></div>Monojit Lahirihttp://www.blogger.com/profile/10514171400276060102noreply@blogger.com0tag:blogger.com,1999:blog-876398358653342702.post-88807085042757806542012-01-27T11:06:00.006+05:302012-02-01T15:20:12.183+05:30PATRIOTISM<div dir="ltr" style="text-align: left;" trbidi="on"><span style="font-size: small;"><b>PATRIOTISM AS THE BIG IDEA!</b></span><br />
<br />
<div align="JUSTIFY" style="margin-bottom: 0in;"><span style="font-size: small;"><b>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 </b></span><span style="font-size: small;"><i><b>SARKARI </b></i></span><span style="font-size: small;"><span style="font-style: normal;"><b>MANNER? </b></span></span><span style="font-size: small;"><i><b>4Ps B&M's </b></i></span><span style="font-size: small;"><span style="font-style: normal;"><b>MONOJIT LAHIRI ATTEMPTS A CHECKOUT.</b></span></span></div><div align="JUSTIFY" style="margin-bottom: 0in;"><br />
<span style="font-size: small;"><span style="font-style: normal;"><span style="font-weight: normal;">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 (</span></span></span><span style="font-size: small;"><i><span style="font-weight: normal;">studied?) </span></i></span><span style="font-size: small;"><span style="font-style: normal;"><span style="font-weight: normal;">sombre, restrained, sober patriotic mood defining the moment! PSUs and corporations (</span></span></span><span style="font-size: small;"><i><span style="font-weight: normal;">forever on-the-make</span></i></span><span style="font-size: small;"><span style="font-style: normal;"><span style="font-weight: normal;">) 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?</span></span></span></div><div align="JUSTIFY" style="font-style: normal; font-weight: normal; margin-bottom: 0in;"><span style="font-size: small;"><br />
</span> </div><div align="JUSTIFY" style="margin-bottom: 0in;"><span style="font-size: small;">“</span><span style="font-size: small;"><span style="font-style: normal;"><span style="font-weight: normal;">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.</span></span></span></div><div align="JUSTIFY" style="font-style: normal; font-weight: normal; margin-bottom: 0in;"><span style="font-size: small;"><br />
</span> </div><div align="JUSTIFY" style="margin-bottom: 0in;"><span style="font-size: small;"><span style="font-style: normal;"><span style="font-weight: normal;">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</span></span></span><span style="font-size: small;"><i><span style="font-weight: normal;"> 4Ps B</span></i></span><span style="font-size: small;"><span style="font-weight: normal;">&</span></span><span style="font-size: small;"><i><span style="font-weight: normal;">M. </span></i></span><span style="font-size: small;"><span style="font-style: normal;"><span style="font-weight: normal;">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.”</span></span></span></div><div align="JUSTIFY" style="font-style: normal; font-weight: normal; margin-bottom: 0in;"><span style="font-size: small;"><br />
</span> </div><div align="JUSTIFY" style="font-style: normal; font-weight: normal; margin-bottom: 0in;"><span style="font-size: small;">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.</span></div><div align="JUSTIFY" style="font-style: normal; font-weight: normal; margin-bottom: 0in;"><span style="font-size: small;"><br />
</span> </div><div align="JUSTIFY" style="font-style: normal; font-weight: normal; margin-bottom: 0in;"></div><div align="JUSTIFY" style="margin-bottom: 0in;"><span style="font-size: small;"><span style="font-style: normal;"><span style="font-weight: normal;">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? </span></span></span><span style="font-size: small;"><i><span style="font-weight: normal;">Mile Sur Mera Tumhara... Hamara </span></i></span><span style="font-size: small;"><span style="font-style: normal;"><span style="font-weight: normal;">Bajaj, Pepse's amazing freedom ads commemorating India's 50</span></span><sup><span style="font-style: normal;"><span style="font-weight: normal;">th</span></span></sup></span><span style="font-size: small;"><span style="font-style: normal;"><span style="font-weight: normal;"> 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?</span></span></span></div><div align="JUSTIFY" style="font-style: normal; font-weight: normal; margin-bottom: 0in;"><span style="font-size: small;"><br />
</span> </div><div align="JUSTIFY" style="font-style: normal; font-weight: normal; margin-bottom: 0in;"><span style="font-size: small;">Can they do it? Will they do it? Let's wait and watch...</span></div></div>Monojit Lahirihttp://www.blogger.com/profile/10514171400276060102noreply@blogger.com0tag:blogger.com,1999:blog-876398358653342702.post-53892785755543775082012-01-14T16:40:00.001+05:302012-01-14T16:40:56.383+05:30CELEBRATING CHANGE<div style="margin-bottom: 0in; text-align: justify;"><span style="font-size: small;"><b>DO HIGH PROFILE GLOBAL AD CONFERENCES SERVE ANY PURPOSE?</b></span></div><div style="margin-bottom: 0in; text-align: justify;"><span style="font-size: small;"><br />
</span></div><div style="margin-bottom: 0in; text-align: justify;"><span style="font-size: small;"><b>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? </b><i><b>4Ps B&M'S </b></i></span><span style="font-size: small; font-style: normal;"><b>MONOJIT LAHIRI DOES A CHECKOUT.</b></span></div><div style="margin-bottom: 0in; text-align: justify;"><span style="font-size: small;"><br />
</span></div><div style="margin-bottom: 0in; text-align: justify;"><span style="font-size: small;"><span style="font-style: normal;"><span style="font-weight: normal;">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 </span></span></span><span style="font-size: small;"><i><span style="font-weight: normal;">tamasha </span></i></span><span style="font-size: small;"><span style="font-style: normal;"><span style="font-weight: normal;">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 (</span></span></span><span style="font-size: small;"><i><span style="font-weight: normal;">in fact a very few) </span></i></span><span style="font-size: small;"><span style="font-style: normal;"><span style="font-weight: normal;">sessions, it's a long, boring, hyped event created by hype-valas, begging the question: who's doing what for whom?”</span></span></span></div><div style="font-weight: normal; margin-bottom: 0in; text-align: justify;"><span style="font-size: small;"><br />
</span></div><div style="margin-bottom: 0in; text-align: justify;"><span style="font-size: small;"><span style="font-style: normal;"><span style="font-weight: normal;">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 </span></span></span><span style="font-size: small;"><i><span style="font-weight: normal;">lingua franca </span></i></span><span style="font-size: small;"><span style="font-style: normal;"><span style="font-weight: normal;">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 (</span></span></span><span style="font-size: small;"><i><span style="font-weight: normal;">across all segments and countries) </span></i></span><span style="font-size: small;"><span style="font-style: normal;"><span style="font-weight: normal;">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 </span></span></span><span style="font-size: small;"><i><span style="font-weight: normal;">4Ps B&M.</span></i></span></div><div style="font-style: normal; font-weight: normal; margin-bottom: 0in; text-align: justify;"><span style="font-size: small;"><br />
</span></div><div style="font-style: normal; font-weight: normal; margin-bottom: 0in; text-align: justify;"><span style="font-size: small;">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.</span></div><div style="font-style: normal; font-weight: normal; margin-bottom: 0in; text-align: justify;"><span style="font-size: small;"><br />
</span></div><div style="font-style: normal; font-weight: normal; margin-bottom: 0in; text-align: justify;"><span style="font-size: small;">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.”</span></div><div style="font-style: normal; font-weight: normal; margin-bottom: 0in; text-align: justify;"><span style="font-size: small;"><br />
</span></div><div style="text-align: justify;"><span style="font-size: small;"><span style="font-style: normal;"><span style="font-weight: normal;">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 (</span></span></span><span style="font-size: small;"><i><span style="font-weight: normal;">Cannes) </span></i></span><span style="font-size: small;"><span style="font-style: normal;"><span style="font-weight: normal;">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 (</span></span></span><span style="font-size: small;"><i><span style="font-weight: normal;">mocked?) </span></i></span><span style="font-size: small;"><span style="font-style: normal;"><span style="font-weight: normal;">that these </span></span></span><span style="font-size: small;"><i><span style="font-weight: normal;">firang </span></i></span><span style="font-size: small;"><span style="font-style: normal;"><span style="font-weight: normal;">ideas are great for the west and Ad conclaves/award shows not sell our products to Indian consummers. </span></span><i>Mota Bolo, Seedha Bolo, Jaldi Bolo aur Tashan, Nautanki and Vilayati drama avoid kar, beta!!” </i></span><span style="font-size: small; font-style: normal;">says Roy.</span> </div><div style="margin-bottom: 0in; text-align: justify;"><span style="font-size: small;"><br />
</span></div><div style="font-style: normal; margin-bottom: 0in; text-align: justify;"><span style="font-size: small;">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.</span></div><div style="margin-bottom: 0in; text-align: justify;"><span style="font-size: small;"><br />
</span></div><div style="font-style: normal; margin-bottom: 0in; text-align: justify;"><span style="font-size: small;">What's your take in this debate, dear reader...?</span></div>Monojit Lahirihttp://www.blogger.com/profile/10514171400276060102noreply@blogger.com0tag:blogger.com,1999:blog-876398358653342702.post-58245451993317023392011-12-02T14:28:00.007+05:302011-12-09T10:33:47.833+05:30ENTERTAINMENT VS. SALES<div dir="ltr" style="text-align: left;" trbidi="on"><div style="text-align: justify;"></div><div style="text-align: justify;"><b>ENTERTAINMENT K LIYE KUCH BHI KAREGA!!</b></div><br />
<div style="text-align: justify;"><b>HAS THE BIG ‘E’ OVERWHELMED THE BIG ‘S’ IN TODAY’S ADVILLE? <i>4Ps B&M</i>’s MONOJIT LAHIRI PROBES THIS TRICKY TERRAIN</b></div><div style="text-align: justify;"><br />
</div><div style="text-align: justify;">I laugh so that I may not weep, Boss.” Exclaimed my learned friend the other evening at a party. My quizzical expression inspired him to elaborate. “What’s with you ad guys, <i>yaar</i>? Why are you so parasitically-in most cases-in <i>Bollywood</i>’s vice-grip, Crazily anxious to only entertain your customers in the hope of making a sale? It’s so dumb, unimaginative and indicative of a total bankruptcy of ideas!” Before I could react, another friend (<i>of the marketing kind) </i>very sweetly chipped in “Yup, he’s spot-on! Entertain by all means but don’t let that Drive your ads for chrissake! You have an agenda, right-and it’s not entertaining but selling stuff, powering the purchase intent. If I want entertainment, I’ll see those mindless Rohit Shetty-Sajid Khan crap, not ads, okay? Get real and focused, guys!”</div><div style="text-align: justify;"><br />
</div><div style="text-align: justify;">Having successfully ruined my mood, these two killjoys got busy having a blast! However, their words set me thinking and soon I got chatting with some players from Adland. Were these flamboyant accusations true?</div><div style="text-align: justify;"><br />
</div><div style="text-align: justify;">First up was Creative Director (<i>at JWT Delhi)</i> Arnab Biswas who summarily dismissed these claims with the arrogance of a successful and hi-flying 30-year-old who’s worked with some of the best and biggest ad-shops, clients and brands. “Tell the bozos, that our job in these scary and competitive times is to – first – grab attention through surprise and delight… not bore the pants off the viewer with a zzzzzz… recitation of facts and figures ! It’s a fast-moving and promiscuous world and the Remote is a killer gadget. The challenge is to keep his/her hands off that deadly object! What better solution than sell through the entertainment route?” says Biswas. Agrees Kaushik Sen, Creative Director at Impact Marketing Services, at he tells <i>4Ps B&M</i>, “All sane communication people know that the ‘Big E’ is the coolest hotline to a mass-connect. The great leveler that cuts across every social strata and literacy barrier. The age of being propah’ and politically correct is over. Films, songs, books, catchphrases, news, events, happenings… we are forever contexting and borrowing from real life, packaging them in an entertaining manner and letting them loose on our prospective consumers. It’s Exciting, fun…and it works. Trust me.”<br />
<br />
Really? Questions blitzed the brain! Wasn’t entertainment meant to be a creative route, a means to an end, not the end itself? Are prizes, metals and gongs at hi-profile national and global ad events the cause of this distracting by-pass? Has today’s advertising become too self-absorbed, drawing too much attention on itself and too little in closing the deal? Has it become a hi-wire act with the glam, media-hyped creative biggies-not clients or market forces-playing judge, jury and star attraction? Has the ‘S’ word-sell-become too boring, passé, unfashionable and déclassé and hence the search for something new, shiny, sexy? I posed some of these queries to veteran Adman Nikhil Nehru (<i>ex head-honcho, JWT North and McCann, North)</i> a huge respected name across the 70s, 80s and 90s. He was cool, objective and brought both gravitas and a sober perspective to this issue. “Let’s face it. There has always been on section of ad guys- arty, over-smart, fake, desperately anxious to make an impression at any part-who made it their prime business to enthrall their clients thought entertainment. On cue, they prime business to enthrall their clients through entertainment. On cue, they got their wows and frequently the business. Problem is: what next? This is a short-team hit because it’s not driven by solid strategy. I’ve always believed that if the hero of your ad is not the product but the treatment (<i>gimmick)</i> you are in trouble, because you have no solid follow-up. Worse, you committed where the ad is remembered-but the product forgotten!” Nehru tells <i>4Ps B&M</i>.</div><div style="text-align: justify;"><br />
</div><div style="text-align: justify;">Bangalore-based Brand Consultant Atul lyer agrees. “The entertainment quotient works as a super-seller only if and when used in a brand-fit and appropriate manner. For example the charming squirrel-dance TVC for Kit-Kat was pure genius! Also, the Juhi Chawla driven over-the-top Kurkure TVCs are both hilarious and relevant to the product-nudge. These two are fine examples of how entertainment can enhance the brand equity and product appeal of the stuff advertised going beyond the obvious, to create and emotional synergy that ensures high awareness and memorability,” says lyer.</div><div style="text-align: justify;"><br />
</div><div style="text-align: justify;">So whats our take-out? In a stress-driven world where entertainment is increasingly viewed as welcome therapy, where our movie-making technology is worth class, entertainment-as-a-selling route ironically can work as a double-edged sword. How? Why? It’s like this. Due to fabulous technology and brilliantly trained technician, stunningly crafted TVCs (<i>as also press & Radio ads)</i> are forever blitzing the target group with a high level of engagement, but-and this is critical-do they impact mindset, alter belied. Inspire change or motivate purchase-intent-instinct to-wards the product advertised? Does the gasp, delight, surprise and raves about how “kickass entertaining the ad is, boss!” translate to any kind-of-desire to buy? This is the real litmus test, Advertising is finally a commercial, marketing-driven, sale-inducing activity. <i>Ha-ha</i> is fine, but it is only a conduit to the central motive. Entertainment <i>ke liye kuch bhi karega</i> works in <i>Bollywood</i>, but in adville, do please look before you leap!</div></div>Monojit Lahirihttp://www.blogger.com/profile/10514171400276060102noreply@blogger.com0tag:blogger.com,1999:blog-876398358653342702.post-27760886659495278532011-11-18T10:00:00.001+05:302011-11-19T16:33:21.364+05:30FILM CRITIC AS MARKETER<div dir="ltr" style="text-align: left;" trbidi="on"><div style="text-align: justify;"><b>IS TODAY'S FILM CRITIC MORE MARKETER THAN INTERPRETER?<br />
<br />
IN AN AGE OF CRASS CONSUMERISM, HAS THE FILM CRITIC SOLD OFF HIS SOUL TO MARKET FORCES OR DOES HE STILL BRING A SPECIAL, ENRICHING PERSPECTIVE TO THE TABLE? </b><i><b>4Ps B&M'S </b></i><span style="font-style: normal;"><b>MONOJIT LAHIRI PROBES THIS DELICATE TERRAIN WITH SOME ARTICULATE INDIVIDUALS</b></span></div><div style="text-align: justify;"></div><div style="font-weight: normal; margin-bottom: 0in; text-align: justify;"><br />
</div><div style="margin-bottom: 0in; text-align: justify;"><span style="font-style: normal;"><span style="font-weight: normal;">It started with a casual conversation regarding the forthcoming International Film Festival of India </span></span><i><span style="font-weight: normal;">(IFFI) </span></i><span style="font-style: normal;"><span style="font-weight: normal;">to be held in Goa, on the 23</span></span><sup><span style="font-style: normal;"><span style="font-weight: normal;">rd</span></span></sup><span style="font-style: normal;"><span style="font-weight: normal;"> </span></span><i><span style="font-weight: normal;">(November 2011). </span></i><span style="font-style: normal;"><span style="font-weight: normal;">Created to showcase the best of engaging & interesting Indian – and global – cinema, film festivals have always attracted the true-blue cognoscenti and cinema buff on the discerning kind, desperate to sample a life beyond </span></span><i><span style="font-weight: normal;">Bollywood! </span></i><span style="font-style: normal;"><span style="font-weight: normal;">Where there are film fests, can film critics be far behind? In to-day's world – especially with </span></span><i><span style="font-weight: normal;">Bollywood </span></i><span style="font-style: normal;"><span style="font-weight: normal;">booming and blitzing all over the place in all-consuming fashion-can a real committed, dedicated film critic ever hope to survive? Should he, under the circumstances, review and re-invent his role to be part-marketer, part-interpreter?</span></span></div><div style="font-weight: normal; margin-bottom: 0in; text-align: justify;"><br />
</div><div style="font-style: normal; font-weight: normal; margin-bottom: 0in; text-align: justify;">Respected, veteran Film Critic Saibal Chatterjee is first off the block with a zinger. “I don't think it's a question any-more, but a solid factual statement!” he says. In fact, he is of the firm belief that this breed – film critics – is slowly getting marginalised and residing mostly in the world of blogs or little magazines. “What you got today are mostly reviewers who dole out opinions that are reader-friendly, touching the surface areas of the film in a glamorous way. It is completely in keeping with the mood of the times where cinema is perceived as a product to be consumed by the largest volume of consumer, possible. So, marketing branding, advertising and promotion skills take precedence over knowledge, scholarship or insight. Pitching it right to be dumbed-down readership is the name of the game. In this scheme of things, where does the poor film critic feature?!” <span style="font-style: normal;"><span style="font-weight: normal;">Chatterjee tells </span></span><i><span style="font-weight: normal;">4Ps B&M.</span></i></div><div style="font-weight: normal; margin-bottom: 0in; text-align: justify;"><br />
</div><div style="margin-bottom: 0in; text-align: justify;"><span style="font-style: normal;"><span style="font-weight: normal;">Communication specialist Bikram Ohri begs to differ. He believes that we live in nano-second times where reverence and sanctity to anything out in the public do-main needs to be reviewed. “Boss, movies in India are entertainment products. Can we please stop worshipping them, wait breathlessly for that magical 'Eureka moment' and cut to the chase?! The critics mandate today is clear: Blend commentary in a cutting-edge way that entertains as it enlightens. Also, please go easy on the heavies! As the great Hollywood Director Billy Wilder once said If you are lookin' for art, hell, go buy a Picasso. If you're lookin' to have fun and be entertained, hey, welcome aboard!” says Ohri. Joining the party is a noted film critic who refuses to formally participate or divulge her name for professional reasons.” It's all very well to talk about art, sensibilities and values but with the corporates entering the scene with their deep pockets, the equation within the systems and industry has dramatically changed. Film criticism, an intrinsic part of this universe, has been impacted as well. There are no two ways about it,” she tells </span></span><i><span style="font-weight: normal;">4Ps B&M.</span></i></div><div style="font-style: normal; font-weight: normal; margin-bottom: 0in; text-align: justify;"><br />
</div><div style="margin-bottom: 0in; text-align: justify;"><span style="font-style: normal;"><span style="font-weight: normal;">Film Critic Mayank Shekhar brings his own spin to the table. “Some very novel things have happened in the last few years in the industry that has certainly impacted the role of the film critic. For one, there is this new entity called Trade Analyst. It is a vague term but this person seems to grab a lot of space in the electronic and mass media. It presupposes some kind of academic/scholastic background but it really is about ringing up distributors from all centers to get box office collection! Does that answer the definition of a film critic? Then there is the smart, sharp and subtle co-opting of some members of the fourth estate by </span></span><i><span style="font-weight: normal;">Bollywood </span></i><span style="font-style: normal;"><span style="font-weight: normal;">to ensure popular reviews and feel-good notices in the media,” says Shekher. He explains that all this is a byproduct of the huge budgets powering big-ticket </span></span><i><span style="font-weight: normal;">Bollywood </span></i><span style="font-style: normal;"><span style="font-weight: normal;">projects. Therefore the marketing machinery has to go full steam to reach, persuade and seduce the </span></span>audience into seeing the film. “However all is not lost, but yes, it is a tricky and challenging calling!” he adds.</div><div style="font-style: normal; font-weight: normal; margin-bottom: 0in; text-align: justify;"><br />
</div><div style="margin-bottom: 0in; text-align: justify;"><span style="font-style: normal;"><span style="font-weight: normal;">Film Director </span></span><i><span style="font-weight: normal;">(of films like Shabd and Teen Patti) </span></i><span style="font-style: normal;"><span style="font-weight: normal;">Leena Yadav doesn't buy into this argument at all and offers her own take. “Today, most so-called critics have no opinions – but agendas! I believe every film has something worth while to offer – photography, editing, background music, lighting, dialogues, supporting cast – but these are hardly given any importance,” says Leena. Ms. Yadav admits that she has zero problems with dissent and would respect a critic – even if she didn't agree with him/her – for their fresh, out-of-the-box, unique perspective. “I find this totally missing she ads. What better person than the </span></span><i><span style="font-weight: normal;">Dada </span></i><span style="font-style: normal;"><span style="font-weight: normal;">of the Parallel Cinema, Shyam Benegal, to wrap up this debate with his evolved and informed opinion. “Saibal is right. By and large, we have nor real film critics but reviewers with differing degrees of competence, knowledge and ability. There are excellent reasons for it,” he tells </span></span><i><span style="font-weight: normal;">4Ps B&M. </span></i><span style="font-style: normal;"><span style="font-weight: normal;">Bengal is convinced that unlike the west there is a complete lack of encouraging Film Studies and Cinema culture, manifest in the complete blanking out of any art form by the establishment, corporates or publication houses, except as gestures of tokenism. “What you get is smartly-packaged hype catering to an audience that is driven by gloss, glitz and glamour rather than erudition, knowledge or gravitas. Do these guys influence public opinion? One brand of critics – especially in the electronic media – seems to be with their brash, aggressive, fast-talking glibmanship. It's clearly a sign of the times. The era of an Iqbal Masood or Chidananda Das Gupta is clearly over,” says Benegal.</span></span></div><div style="font-style: normal; font-weight: normal; margin-bottom: 0in; text-align: justify;"><br />
</div><div style="font-style: normal; font-weight: normal; margin-bottom: 0in; text-align: justify;">The late Chidananda Das Gupta, whose chronicling of films – especially the Ray classics – were both enriching and educative, described film criticism as a calling that should be “less judgemental, more interpretative.” The 'Big Mamma' of American Film Critics Pauline Kael went one step ahead and defined it with rare simplicity: “A good critic is that rare artist who has the ability to transmit his knowledge and enthusiasm of his art to others.” Do these endangered species feature in today's space where the mantra seems to be: <i>Salesman Film Critic Haazir Ho?!!</i></div></div>Monojit Lahirihttp://www.blogger.com/profile/10514171400276060102noreply@blogger.com0tag:blogger.com,1999:blog-876398358653342702.post-18948214763772879122011-11-05T17:51:00.001+05:302011-11-19T16:34:23.523+05:30DOES GETTING PERSONAL SELL?<div dir="ltr" style="text-align: left;" trbidi="on"><div style="text-align: justify;"><b>SHINEY'S “MICROMAX BAI” INVITES MACRO TROUBLE!</b></div><div style="text-align: justify;"><br />
</div><div style="text-align: justify;"><b><em>4Ps B&M</em>'S MONOJIT LAHIRI DOES A DIPSTICK ON THE LATEST CONTROVERSY GRIPPING ADVILLE</b></div><div style="text-align: justify;"><br />
</div><div style="margin-bottom: 0in; text-align: justify;"><span style="font-size: small;">How much is too much and how far is going too far in needling the <i>status quo </i><span style="font-style: normal;">regarding what is right and wrong in the world of advertising? Engaged in the business of educating, informing, persuading and selling goods and services in an intersting and consumer friendly manner, are some players “crossing the line” in their anxiety to attract attention of the wrong kind? Should “creative licence” be milked dry in a manner that encroaches and invades personal space and disturbs reputation, tantamount to mocking, riduculing, and even indulging in character assassination?</span></span></div><div style="margin-bottom: 0in; text-align: justify;"><br />
</div><div style="margin-bottom: 0in; text-align: justify;"><span style="font-size: small;"><span style="font-style: normal;">The facts. Micromax Mobile has come out with a TVC – Micromax Bai – which shows two young girls discovering how the first girl's boyfriend bought both of them new Micromax phones. The situation takes a flip when they discover that he has gifted a new Micromax phone to the </span><i>Bai (the housemaid) </i><span style="font-style: normal;">as well – all to increase his chances of winning a Hayabussa motorbike, a special Diwali offering by Micromax! In the real world, screaming headlines of “Shiney doesn't buy the ad” greeted the Lowe-created TVC followed by the tainted actor serving the mobile company with a legal notice. Shiney is clearly not amused at his name being used, nor at the sly dig involving a housemaid. [</span><i>For late entrants, the actor was sentences to seven years in jail for allegedly raping his maid, and later, released on bail. The maid has already retracted her accusatory statement]</i></span></div><div style="margin-bottom: 0in; text-align: justify;"><br />
</div><div style="margin-bottom: 0in; text-align: justify;"><span style="font-size: small;"><span style="font-style: normal;">While the agency chose to remain silent, viewers are categorically vocal! Noted ad guru and Chief Consultant of Planman Marcom Alyque Padamsee is first off the blocks, doing a thumbs-down for the ad created by his old agency. “Freedom of speech, expression and thought is fine and totally acceptable but not when it indulges in maligning well-known personalities. That's poor form!” Padamsee tells </span><i>4Ps B&M. </i><span style="font-style: normal;">Even the acclaimed and flamboyant champion of irreverence ad film-maker Prahlad Kakkar seems to do a freeze-frame when he says, “Smut is cool but never at the expense of housekeepers, women or public figures going through a downer.” He may have a point there.</span></span></div><div style="font-style: normal; margin-bottom: 0in; text-align: justify;"><br />
</div><div style="margin-bottom: 0in; text-align: justify;"><span style="font-size: small;"><span style="font-style: normal;">But petite, Santiniketan-trained and Paris-based graphic designer Piya Sen takes a categorically opposite view and appears totally zapped. “Indian society continues to be paranoid and has this huge problem of being conveniently sanctimonious, and forever taking everything too seriously! Come on, it's just a light-hearted aside on an issue that's dead and buried. The man is out and living with his family. Why so desperately touchy? This </span><i>hoo-haa </i><span style="font-style: normal;">has revived interest and attention of the public and on cue, a dumbed-down media has played it up big time to convert it to a headliner. I suspect no one would have connected it with the </span><i>Bai </i><span style="font-style: normal;">controversy had not the actor got all heated up and taken legal action. I think in the year 2011, one has to be a little more chilled out about these things. Coming from this great financial super-power in the making, it's really weird!” she says.</span></span></div><div style="font-style: normal; margin-bottom: 0in; text-align: justify;"><br />
</div><div style="margin-bottom: 0in; text-align: justify;"><span style="font-size: small;"><i>Youngistaan </i><span style="font-style: normal;">too chips in, hot n'heavy. Young assistant film director Sneha Shreyasi completely vetoes the ad's approach. She insists that this is “not done because, firstly, these are watched with family and this kind of judge-wink </span><i>jhatkas </i><span style="font-style: normal;">are in bad taste. Secondly, the </span><i>adwallahs </i><span style="font-style: normal;">must think of Shiney's family members and their feelings before they create such ads!”</span></span></div><div style="margin-bottom: 0in; text-align: justify;"><br />
</div><div style="margin-bottom: 0in; text-align: justify;"><span style="font-size: small;"><span style="font-style: normal;">Veteran ad person Esha Guha disagrees. The Delhi-based director of Concept Advertising is of the opinion that a piece of communication that should have normally been taken with nothing more than a light-hearted “wink-nudge-chuckle” has taken on impossible dimensions. “Does one really expect advertising in the year 2011 – in a space celebrating </span><i>Delhi Belly, Murder2, Love Sex Aur Dhoka </i><span style="font-style: normal;">and </span><i>Ragini MMS, </i><span style="font-style: normal;">among other raunchy stuff – to be cute n' nice and play footsie with the viewers/audiences? Besides, what's this big premium on great, creative work that does not disturb the </span><i>status quo </i><span style="font-style: normal;">but scores big? Sure the Fevicols and Zoozoos of the world must be recognised and appreciated but engaging advertising is also about provoking, titillating and taking </span><i>'panga' </i><span style="font-style: normal;">with the audience, making it special, different and clutter-busting in a competitive environment,” Esha tells </span><i>4Ps B&M.</i></span></div><div style="margin-bottom: 0in; text-align: justify;"><br />
</div><div style="font-style: normal; margin-bottom: 0in; text-align: justify;"><span style="font-size: small;">Leo Burnett's NCD wraps up this debate in his own characteristic fashion. Pops Sridhar explains that this whole stance and pitch depends totally on how the brand would like to appear or the perception-positioning metre vis-a-vis its consumers. “There has always been the 'Rebel' brands – Virgin – Benetton – Tommy Hilfiger – FCUK- reflecting the personality of its product profile and appealing to that section that likes to live on the wild side! These are the 'Challenger' brands trying to seek attention and make a dent in the market, through querrilla tactics. It's not about morality but a connect with the times we live in. In an era when the 'F' word is more a form of diverse expression than abuse, this comes with the territory, boss!” he says.</span></div><div style="font-style: normal; margin-bottom: 0in; text-align: justify;"><br />
</div><div style="font-style: normal; margin-bottom: 0in; text-align: justify;"><span style="font-size: small;">But what got forgotten in the whole melee is the fact that the biggest advantage in this whole episode – irrespective of the sides you take – has been to both Micromax and Lowe. One of the most important factors that any agency or brand would hope for in any ad is the brand recall. What this god-gifted controversy has done for Micromax and Lowe has been to create astounding brand recall and free media space – as this editorial also proves. In other words, the controversy on one side, the fact is that the brilliant media hype completely takes Micromax to another level altogether. Take that for marketing.</span></div></div>Monojit Lahirihttp://www.blogger.com/profile/10514171400276060102noreply@blogger.com0tag:blogger.com,1999:blog-876398358653342702.post-68174974739612794872011-10-21T16:45:00.016+05:302011-12-30T11:21:18.957+05:30Selling Spirituality<div dir="ltr" style="text-align: left;" trbidi="on"><div style="text-align: justify;"><b>BAND – BABA – BARAT</b></div><div style="text-align: justify;"><b>DIVINITY AS FMCG WHAT AN IDEA SIR JEE</b></div><div style="text-align: justify;"><br />
</div><div style="text-align: justify;"><b>4Ps B&M's Monojit Lahiri Investigates his new booming form of market-friendly, Designer Moksha</b></div><div style="text-align: justify;"><br />
</div><div style="text-align: justify;">It is an astonishing paradox of human life with progress, sophistication, modernity and success comes depression, loneliness, alienation, and insecurity! Today in the year 2011, as we scan the lifescape inhabiting planet earth – with special reference to the advanced and developed western countries – we find startling horror stories of dysfunctional life amidst plenty. Amongst us in India there is no dearth of mimics and westapers passionately engaged in the business of living a ‘proxy’ life – a life invested with ‘imported’ thoughts, beliefs, products and processes. They believe it spells progress, being cool, smart, belonging to the swish Page 3 set and generally being perceived as aspirational role–models and preferred objects of desire.</div><div style="text-align: justify;"><br />
</div><div style="text-align: justify;">Sadly, nothing is further from the truth! In the insane and direction - less pursuit of a mirage called “happiness”, the first casualty is peace of mind Why? Because nothing in this world comes for free and the first and the first would joys offered by the enticing packages called ‘Consumerism’ and ‘Globalisation’ come with a sinister price – tage! Suddenly, the sexy, 10-digit paycheck doesn’t look so great because the tension and pressure that accompanies it is scary. Family life, social life, cultural life, intellectual life….everything is sold at the altar of moving up in life. So, what next? What is the solution? Where is the salvation? Enter the marketers of spiritualism!</div><div style="text-align: justify;"><br />
</div><div style="text-align: justify;">Ad – man Gullu Sen – Founder of Delhi based agency From Here On Communications – comes up with an instant one-liner. “If you have a <i>Sapnon Ka Saudagar</i>, why can’t you have a guy hawking spirituality?! The con – game is the same, boss!” On a more serious note, Sen believes that in today’s troubled times where tension and pressures rule the roost, spirituality is in high demand low supply. “Hence, the smart, shrewd marketer who has his ear to the ground and is able to think on his feet, can do wonders – for his desperate clients and laughing wallet.” He cites the example of Aastha and a host of similar TV channels which enjoy a wide viewership cutting across all stratas of society.<br />
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</div><div style="text-align: justify;">Perizaad Zorabian, the gorgeous redhead scorching the <i>Bollywood</i> marquee and modelling scene, takes a more serious view. She believes that each and every human being has a spiritual side to him or her “but unfortunately, due to the pressures of everyday life, sometimes, they are forced to give it low pariority. Interestingly, in times of real stress, it is this spirituality that gives them the strength and sustenance to cope.” Although she lives an extremely busy life, Zorabian makes it a point to save some time each day for hersely “to catch up with her spiritual self that is a source of both enrichment and empowerment. “As for the spirituality – on – sale tack, the actress believes that something as sacred and precious as this should not be treated as a product or service to be hawked for consumption. “I find it a very sick line of thingking!”</div><div style="text-align: justify;"><br />
</div><div style="text-align: justify;">Burly, bearded, iconoclast Ad-man Prahlad Kakkar is however totally comfortable with the idea of marketing spirituality. “Yaar, we live in sexy Kalyug times where everyone knows the price of everything but the value of nothing! Spirituality, therefore, for the stressful, materialistic, gimmee – gimmee community, is something they can easily connect with as a consumer,” he tells 4Ps B&M. Kakkar believes that the simple, innocent days of basic goodness that was the DNA of our forefathers, have long disappeared. They have been replaced by a turbulent and complex environment where basic values are frequently under siege. “Hence, a safety valve like spirituality is a super – seller – a presold, sellout!’</div><div style="text-align: justify;"><br />
</div><div style="text-align: justify;">And now the latest – Spiritual Cruises! Spiritual icons like Baba Ramdev and Mridul Maharaj are said to be doing their number on luxury liners Heading overseas (<i>South-East Asia and Europe</i>) with an army of devotees in attendance! Theaters on board, which showcase raunchy entertainment at night, amazingly morph to sacred, incense sticks Samadhan by day, complete with chants! Hyderabad-based software company promoter Govind Kabra (<i>who specialises in organismic these trips</i>) admits that their popularity has grown with time. From 1,500 a few years ago the number has risen to a whooping 15,000 plus! Although the major chunk come from India, there is a growing NRI presence from places like US, UK, Italy, Belgium, Indonesia... Even special and customised requirements (<i>midnight supper during Katha; masala tea; vegetarian food minus garlic, onion and ginger!</i>) are fulfilled. And these trips cost approximately $150-200 per night. <i>Jai Ho!</i></div><div style="text-align: justify;"><br />
</div><div style="text-align: justify;">At the end of the day, I believe, it's like selling coal to Newcastle! C'mon guys, we are, historically and traditionally, a spiritual civilisation/nation with rituals and beliefs embedded in our psyche. Whether it's the <i>sandhya-deep </i>accompanied by conch-shells at dusk or the vision of what life is about – <i>Karma, Maya</i> – spirituality remains an intrinsic part of our being. Unfortunately, pathetic West-apers that we have become, we seem to be enthusiastically buying into their hard-selling spirituality to us in the form of a fashion thing; a with-it and under-cool solution to all worldly problems that blitzes our sense of peace and contentment. It's sold – and bought – (<i>like in the West</i>) as a quick-fix, a fevicol for the battered soul! Only re-affirming the savagely ironic fact that we live in an age of <i>Vigyapan not Vigyan!</i></div></div>Monojit Lahirihttp://www.blogger.com/profile/10514171400276060102noreply@blogger.com0tag:blogger.com,1999:blog-876398358653342702.post-43196066368642830062011-10-08T17:36:00.001+05:302011-10-08T17:36:54.612+05:30BIG BUCKS VS. GOOD WORK<div dir="ltr" style="text-align: left;" trbidi="on"><div style="text-align: justify;"></div><div style="margin-bottom: 0in; text-align: justify;"><strong>“BOSS KUCH SOLID CREATIVE BANAO JO HILA DE! GHANTI BAJA DE!”</strong></div><div style="margin-bottom: 0in; text-align: justify;"><br />
</div><div style="margin-bottom: 0in; text-align: justify;"><em>WHAT AGENCY DO YOU CHOOSE AS THE YOUNG, INFIRM, IMPRESSIONABLE AD EXECUTIVE? WOULD YOU FALL FOR THE COMPELLING PROMISE OF MAGIC AT THE BIG BRAND AD AGENCIES? OR WOULD YOU TAKE THE PLUNGE FOR THE LUCRE LOVE AT THE SMALLER SOLE PROPRIETORSHIPS? I WAS YOUNG ONCE – AND I WAS COURAGEOUS TOO. HERE'S MY STORY – BUT TAKE YOUR OWN DECISIONS.</em></div><div style="margin-bottom: 0in; text-align: justify;"><br />
</div><div style="margin-bottom: 0in; text-align: justify;">The big, burly 'client', chewing his favourite brand of pan masala (<i>with three rings on his right hand and four on his left, along with various coloured strings gracing his writs</i><span style="font-style: normal;">) dressed in a safari suit of dazzling maroon, seated on a massive, filmy, throne-like chair in a room filled with pictures of Gods, Goddesses, his late father, stared hard at the youmg, fresh-faced Account Executive from the agency they had hired. From time to time, the client sighed and nodded his head – left to right and back -indicating cosmic sorrow. Eventually, wisdom descended from those pan-masala-stained teeth. “Boss, </span><i>kuch jama nahin! Kuch solid creative banao, jo hila de, ghanti baja de. Yeh sab to ghatiya, nonsense, rubbish, bakwas!!”. </i><span style="font-style: normal;">With these encouraging \gems, he flung the eight ads (</span><i>which the agency had created in two hours, flat</i><span style="font-style: normal;">) towards the young man and began to speak again.</span><i> “Beta, </i><span style="font-style: normal;">don't take it personally. I like you very much and love your English-speaking and gyan on advertising, </span><i>lekin kya hai, bijness to bijness hota hai, hai naa? </i><span style="font-style: normal;">Your boss is my very good yaar from college days. </span><i>Kammal ka tuning hai, to mana nahin kar sakta, hai naa? </i><span style="font-style: normal;">But you must brush up on creativity. </span><i>Waise ek phone me ghumaoon to line lag jayegi Adwalon ki and you know it, lekin mind it, mein aisa nahin karna chahta hoon. Navar!” </i><span style="font-style: normal;">He paused for breath and an other intake of pan masala. “My 17-years-old daughter Dimple can do much better. Believe </span><i>nahin karoge, </i><span style="font-style: normal;">by gaad, she's too creative! </span><i>Angrezi </i><span style="font-style: normal;">poetry </span><i>likhti hai, </i><span style="font-style: normal;">painting </span><i>karti hai, </i><span style="font-style: normal;">aur kya GK hai, </span><i>oye hoi! </i><span style="font-style: normal;">She only told me these designs are </span><i>ghatiya, </i><span style="font-style: normal;">third class, not something that will </span><i>hilao </i><span style="font-style: normal;">the </span><i>junta!”</i></div><div style="margin-bottom: 0in; text-align: justify;"><br />
</div><div style="font-style: normal; margin-bottom: 0in; text-align: justify;">Totally shaken and bewildered at this bizarre onslaught, the young man – whose parents had invested their whole some income into making the lad what this world would call “cultured, educated, soft-spoken” - made the appropriate, polite sounds and left the office. On the way, stopping by for a 'cold drink', he reflected upon his life. Who were these strange clients – completely uninformed, coarse, totally disconnected with any thing to do with basics of good, effective advertising? Why was his agency boss always insisting on young, nubile, half naked girls to be splashed as the main focus of his ads even when all the client was selling were locks? Why did these creatures never exist six months ago in his high-profile Mumbai agency, where he trained and spent two glorious years? Why did he even shift?... The lad was now beginning to feel the stress and pressure of working in an environment that was a million light miles away from where he came... Back at the office, confusion became confounded? His boss – a proprietor who was all sugan n' spice just a few months back while begging him to join – blew his fuse! <i>“Yaar, </i>who told you to give him <i>bhashan </i>on what is good for his product? Is he a fool? <i>Pata hai, </i>he is one of my <i>langoti yaars </i>who has successfully run his Papa's business for over 20 years, making a huge profit. Also, by the way, he is the President of the Ad Club and active member of the PRSI and Press Club, <i>samjhe?” </i>And then, a sudden parallel track, What an excursion he organised to Amritsar and Wagah border, <i>maja aa gaya... </i>anyway, he called me and told me not to fire you. But yaar be dedicated to your work. What are you doing? <i>Chal, chal </i>get back...” This was the tipping point. It all spooled over in a millisecond – his fantastic two years at the professional agency, then the rust of blood to join this sole proprietorship of an ad agency for the so-called 'independence', and then the nightmare – bah! The young man had had it and finally exploded. “You got me here luring me with big bucks and great promises of freedom with responsibility. From an A-lister, all I've become is a Z-lister! My fault is that I didn't listen to my friends because I was dazzled by the 'seniority'. However, I've started regretting my shift more than anything I've ever done- you constantly refer to clients as <i>Mai Baap </i>and <i>Bhagwan, </i>you continuously instruct me to improve my 'setting-fitting'! What the hell are we here? Pimps? Ever-ready suppliers? Weren't we supposed to be communication consultants, solution providers?!? Or am I supposed to now always be a yes-jee, no-jee buffoon? You will never, ever understand professionalism because for you, billing is god, not quality... and that is injurious to my health?” Shocked silence followed on both sides. And then the lad blurted out, I am quitting here and no. Bye!” With that outburst that even surprised him, the young man stormed out of the office. Of course the boss was too shocked to react. No one in his 30-year stint of doing various businesses ever had had the guts to speak to him in this manner. </div><div style="font-style: normal; margin-bottom: 0in; text-align: justify;"><br />
</div><div style="font-style: normal; margin-bottom: 0in; text-align: justify;">Readers, if you thought that you just read a fairly accurate [<i>of course slightly doctored, for added effect] </i>true-to-life account of the experience of a young, ambitious and enthusiastic advertising man, seduced by serious big bucks and the carrot of being allowed to effect changes when and where necessary within an agency that just refused to budge from its supplier-mode – well, you're absolutely right! This was there decaded ago, but this phenomenon is still alive and kicking, trust me! Why? The reason is simple. Like India and Bharat, there is a distinct divide between the top 20 A-listers and the ones below and although they are all – technically players of the same game, any resemblance to vision, values and modus operandi is a hysterical coincidence! When a young dude moves from a high-ticket agency to one that is hugely cash-rich, but with no name or status with people who matter, there is a 'Faustian Deal' at work. It is a conscious and tacit signing away of one's soul [<i>read: professionalism</i>] for filthy lucre, or in the words of our Pundits, “Mammon devouring the muse”! In these tough, competitive and inflationary times where prices soar everyday and increments happen just once year – if hyou're lucky! - the temptation to sell out is as strong as ever.</div><div style="font-style: normal; margin-bottom: 0in; text-align: justify;"><br />
</div><div style="font-style: normal; margin-bottom: 0in; text-align: justify;">But then, what is the best choice? Should you choose to stay with the big budget Tier 1 kings or should you take the plunge and try out your deal with the devil? The choice is yours. If you chase money, your credentials become mud – but you may earn much in the short run if you hit it lucky, and who knows, even thrive. If you chase quality and excellence, chances are, good things will happen, if not soon enough, then surely in the longer run.</div><div style="font-style: normal; margin-bottom: 0in; text-align: justify;"><br />
</div><div style="font-style: normal; margin-bottom: 0in; text-align: justify;">It is precisely here that the Big Iea is born! The one that tells you that advertising for me has never been about '<i>ad pass ho gaya' </i>but about challenging the status quo, tilting at windmills, audaciously embracing both the sacrilegious and solemn, dazzling the eye, touching the heart, while reaching minds – and wallets! A pitched battle agains the <i>maja nahi aaya </i>vermin, marketng winbags, conceited rigid<i> </i>bureaucrats, research fascists, pompous, humourless, emotionless biggies slavishly wedded to “target consumers and demographic cross-sections” instead of you and I, him and her, they and them... But that's my personal fight, my individual war. It needn't be yours – or maybe it should be! Like I said, it's for you to decide.</div><div style="font-style: normal; margin-bottom: 0in; text-align: justify;"><br />
</div><div style="font-style: normal; margin-bottom: 0in; text-align: justify;">So, for all kids wanting to sign up in this great creative calling, get your fundamentals right. Will it be magic or the honeytrap? If it's the former, the possibilities are endless for peer respect and a rewarding future. If it's quick bucks, be prepared 24*7 to hear deathless slogans like “East or West, our underwear steals the thunder and is the beast!!” [<i>No, I'm not joking!]</i></div></div>Monojit Lahirihttp://www.blogger.com/profile/10514171400276060102noreply@blogger.com0