Monthly Archives: March 2011

Ad Verbatim X

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

OLD SAKI. NEW BOTTLE.

Servicing is a quadri-literal ignominy. That’s a four-letter embarrassment, in case I caught you napping. No wonder they don’t call it that anymore. In days of yore, agencies had a whole department reserved for this cute bunch of nattily suited smooth-talkers whose sole corporate onus was to orally engage, albeit ex officio, with ananatomical region reminiscent of a particular beast of burden.

Their days would punctiliously begin with a polite but conveniently audible ‘telecon’ to confirm an urgent tête-à-tête with a client which would progress to a meeting sans agenda which would invariably brim over into a power lunch and by the time a medley of personal errandswere run on the way back to the agency, the sun would be oh-so-ready to set and it would be opportune to stop by to toss their circumstantially land-locked brethren a brief. Or two.

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Onida Mobiles : McCann Ericksson

If you’re on the phone, you’re not watching the road.
Issued in public interest by Onida Mobiles
Advertising Agency: McCann Worldgroup, Mumbai, India
National Creative Director: Prasoon Joshi
Executive Creative Directors: Rahul Mathew, Akshay Kapnadak.
Creative Directors: Kapil Tammal, O.R. Radhakrishnan
Art Directors: Kapil Tammal, Pramod Chavan.
Copywriter: Rahul Mathew
Photographer: Loh lin shan, Michael Loh
Digital Retouching : ImageRom, Malaysia

Stayzilla by 1PointSize

Objective: Stayzilla is India’s largest hotel booking portal. Our task was to create a buzz around their deals packages without making it look like ‘promo advertising’.

Client: Stayzilla  ( www.stayzilla.com )
Agency: 1pointsize ( www.1pointsize.com )
Creative Director: Sharad Haksar
Art Director: KA Shanmuga Vel
Copywriter: Anantha Narayan
Photographer: Sharad Haksar ( www.sharadhaksar.com )

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Ad Verbatim IX

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

AN ETHICAL ZUGZWANG

Are alcoholics, alcoholics out of a pathological or a psychological dependence? Is it that they can’t live without alcohol just like a fish can’t survive out of water? Or is the fish so in love with the water that it can’t bear being out of it? Loving something enough to become dependent upon it isn’t all that uncommon. Look at anything you can’t live without. Or anyone. Sheer enjoyment (which isn’t necessarily a bad thing – don’t priests enjoy praying?) can turn into love and love into need. We can fast forget that what we once used to want is now something we can’t do without. The ethics and principles gleaned out of a two hundred and fifty thousand year old history may dictate what should or shouldn’t be loved but I bet you’ve never been warned about loving your work?

Workaholics are addicted to work. At least, that’s what the definition claims. I’ll define this further by refining it. Workaholics are addicted to ‘their’ work. Think about it. Workaholism doesn’t mean a mad fetish for work per se. It means one is inordinately driven to do what she or he does. Not what someone else does. We’re all cut out by experience, nature and wisdom to do what we do best and if, fate forbid, we find ourselves doing it, we’re prone to be satisfied. When life fits the bill of our expectations, we enjoy it. An enjoyment with the infallible propensity to grow into habit. The attachment feeds off the infinite fertility of challenge and success and soon everything else ceases to matter. Loving what we do leads to wanting more and more. Until more is not enough. We live to work and forget that it was supposed to be the other way around.

So, is workaholism a bad thing? Before you make it banshee-like to the rooftops, pause a while. And think. Think passionate. You know, the other passionate. The passionate about work, passionate. Think beyond the archetypes. Way beyond the Van Goghs. Be it in your workplace or on your Facebook page, I’m talking about a genera who breathe, eat and sleep what they do for a living so much so, their work is their lifestyle. Their brands are skewed to represent who they are professionally and not who they are personally. And why? Simply because their work matters more to them than they do to themselves. Given such depths of passion, would you as a top-dollar tossing client or customer settle for less? Just as markets have no room for compromise, neither does a workaholic. Workaholism then, is a good thing. Right? Wrong.

Dependence is sadly the last epiphany. When you realize that your passion, love and attachment are a weakness played upon by your buyers (read clientele or employers, if you will), you realize you’re nose-deep in a capitalist Zugzwang. The only way out is down. No surprise then that our ethics are the first to go. Pick up anything in a supermarket today and pay close attention to the ballast. The extra tags, fussy frills, puffed packaging, super-sized boxes and inconspicuous freebies are all there to tell you something. Superfluous is the new black. Give the Devil, his shade of due.

ATSS Burglar Alarm System by McCann Ericksson

Turns them informers.
Advertising Agency: McCann Worldgroup, Mumbai, India
National Creative Director: Prasoon Joshi
Executive Creative Directors: P K Anil
Creative Directors: Kapil Tammal
Art Directors: Gagan Bindra, Kapil Tammal, Pramod Chavan
Copywriters: P K Anil
Digital Artist: Paintbox
Photographer: Himmat Singh Shekhawat

Turns them informers.    ATSS Burglar Alarm System
Advertising Agency: McCann Worldgroup, Mumbai, IndiaNational Creative Director: Prasoon JoshiExecutive Creative Directors: P K AnilCreative Directors: Kapil TammalArt Directors: Gagan Bindra, Kapil Tammal, Pramod ChavanCopywriters: P K AnilDigital Artist: PaintboxPhotographer: Himmat Singh ShekhawatPublished: December 2010

Shivam Handlooms by McCann Ericksson

Puts even your worries to sleep.
Advertising Agency: McCann Worldgroup, Mumbai, India
National Creative Director: Prasoon Joshi
Executive Creative Directors: Rahul Mathew, Akshay Kapnadak
Creative Directors: Talha Bin Mohsin, Mahesh Parab
Art Directors: Mahesh Parab, Prashant Kandalkar
Copywriters: Talha Bin Mohsin, Vilsen Gonsalves
Illustrator: Nithin Rao Kumblekar