Monthly Archives: February 2011

Ad Verbatim VIII

Terence D’Costa is a very dear friend and a top-notch creative in the Himalayas.

THE EVOLUTION OF MS. NOMERS

The caste system is said to have its roots in functionality. Humanswere classified according to their ability to perform certain tasks.Folks with invisible buddies bloomed into priests. Those skilled inmatters martial were marked warriors. The smarter gatherers turnedinto traders. And the rest were given the responsibility to take careof all the other little things that didn’t fit into the above. Lifewas simpler then. Everyone did as they were expected to do and nomore. But, with dissatisfaction so deep in our DNA and change beingthe universal constant it is, in the heels of revolutions everywhere,we gave ourselves an industrial one. Life ceased to be the way it was.Function was determined by education. Caste gave way to class. Andones lot in life was limited no more to ones ancestry. And everyonewas happier with the sparkling new scheme of things.

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Santosh Padhi : CCO/Chairman/Partner: Taproot India

Why are you into Advertising?
To explore my creative skills which eventually should push the brands ahead in the market place, and there is a huge vacum these days as more and more clients want to experiment with innovative ways to remain ahead.

Did you attend school for fine art or design or Communications?
ya I did my degree in fine art, from Sir J J Institute of Applied Art, Mumbai, which was a 5 year course then.

Were there any particular role models for you when you grew up?
Army, navy, defense was where  always wanted to get into, as my dad was from that background, so I wanted to dedicate my life to defense when I was a kid, which I kept on trying till my 2nd year of art school and finally gave up when I was asked for a bribe during a naval interview.
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Ad Verbatim VII

Terence D’Costa is a very dear friend and a top-notch creative in the Himalayas.

BELLING THE COPYCAT

Picture this. Client briefs Agency. Agency briefs Google. Google presents about 7,290,000 options in 0.10 seconds. Agency picks a few,plucks a few feathers off and presents them with flair to Client.Client thrilled to bits, selects one. Client gives Agency the nod.Agency plans shoot as per Google. Photographer lights up and shoots asper Google. Models pose as per Google. Designers compose layouts asper Google. Copywriters write as per Google. And an ad is born – asmack dab replica of what was googled. Long live Google, agencies whoknow how to use it and clients who don’t. Goods fly off shelves, theeconomy booms and everyone’s happy. So are you. Unless you’re readingthis. Sad.
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Lee ‘Never Wasted’ Shopping Bag : By Happy Creative Services

Background for ‘Never Wasted’ Shopping Bag:

With the relevance of eco-friendly initiatives increasing every day, Lee wanted an innovative solution that would display their affiliation towards the same and also spread the message amongst their customers.

To drive the message home in a fun and effective way, we went for something a bit more inventive than just a bag made of recycled paper. The ‘Never Wasted’ shopping bag that can be reused in one way or another. Some for fun, some for function, but nothing ever goes into the trash. Not only did this make the idea long-lasting and interactive but also conveyed the message in a fascinating manner. A surge in interest from patrons forced us to produce 100 times more bags than the initial production of 3,000 bags.

Work done by: Happy Creative Services, Bangalore, India.
Designer: Viduthalai Raj
Art Director: Viduthalai Raj
Creative Directors: Praveen Das, Kartik Iyer
Client: Lee – VF Arvind Mills Pvt. Ltd.
Copywriters: Athul CT, Viduthalai Raj
Sr. Client Relationship: Neelima Kariappa
Retoucher: Rama krishna
Illustration: Vinayachandran T

Ad Verbatim VI

Terence D’Costa is a very dear friend and a top-notch creative in the Himalayas.

ROMANS ON HOLIDAY

When an international brand is positioned, repositioned or undergoes a positioning extension, the advertising campaign bears the onus of being relevant to a much larger and more diverse audience. Campaign theme, components and strategy have to effectively address all audiences.

If these efforts somehow miss the mark, conscientious marketeers (not sheep programmed not to question why) are faced with a million dollar question. What role should local insights play in the formation of an advertising campaign? The Merino don’t have to suffer the burden of this thought simply because the moment a local insight is chanced upon, it doesn’t get past their job-preserving blindspots and blinkers. The marketeer equipped with the ability to think, comprehend, research, analyze and determine the value of an insight is the one who gets all the flak, the heartburn, the angst and the insomnia. Why? Because he’s caught between the HQ devil and the deep blue of local relevance. He’s confronted with a choice between integrity and discipline. The epiphany desired at this juncture is that integrity is the highest discipline. If that bulb lights up, agencies (read conscientious again) get a client to die for. But as the ad world and his half-brother know, this isn’t quite the case. Especially here, where (surprise, surprise) local insights from Uttar Pradesh or the Seven Sister states seem to suffice. Don’t look away now. The iceberg is out there and this isn’t a flick.

Wake up and smell the coffee, Sir. It’s a dark brew brimming with commonsense. Geography and topography do not determine Culture. Least of all Taste. A paella is not a risotto. A gyoza is not a momo. And in Nepal, a bat-wielding brand ambassador is just not cricket. Nepal may not be a market large enough to invite a fresh set of advertising initiatives but marketeers and agencies should be driven to determine a more wholesome role for local insights and relevance while localizing campaigns for international brands. Don’t believe, dipstick.

Even within this country, there exists diversity enough for nationwide campaigns to seriously consider inclusivity. Garner the integrity of marketing purpose and take a stand where it is needed. Let that stand resonate across the campaign. Beyond the models, the shoot locations and language. Translating or even “transliterating” (a ridiculous misnomer hardened by pseudo industry stalwarts to the point of crusty cliche’) is not enough. Relevance inclusion does not mean reinventing the wheel. Dovetailing doesn’t mean revolutionary or radical. The incompetent hide behind half-baked alibis. Shoulder shrugging doesn’t help either. One chooses the middle of the road not just because it is safe but because one is scared or unfit to venture off it. Cracks and potholes may be edge of the road phenomena but boulders prefer the middle. Does it take a juicy concussion to realize one must veer away? Or is that something annual promotions take care of?

When a cola crossed the Great Wall, a little care while looking for Mandarin equivalents ensured the brand didn’t ‘bite the wax tadpole‘. A cute phonetic tweak let ‘the mouth rejoice’ instead. Which brings me to a four-letter brand of shampoo, here. Ah well, when in Rome, have a Kit Kat.

Shakoon Khosla : Art Director at Ogilvy

I work as an art director in Ogilvy and have worked with TBWA and Rediffusion as well. Am a bit zonked out and have goldfish memory. I often forget my illustration styles and come up with new one every time : ) I like experimenting with fonts in addition to helvetica and get twitchy while using lot of bright colors together.

Why are you in advertising?
I figured out this is the only place where you can be unorganized, wear whatever you want to and get a chance to create good stuff : )
Coming back to the point, the work we churn out here has extremely short shelf life hence its fun to match up the speed. I love the unpredictableness of this place, it just doesn’t let you get comfortable with your state of mind.
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