MxMIndia

Tag: anil thakraney

  • The idea is rooted in Indian culture; many desi youngsters would kill for a break in them movies, and this makes the communication rock

    Debrief: Cadbury Shots: Good shot!

    By Anil Thakraney

     

    Cadbury has launched another little choc bomb called Shots. And keeping in line with their mother positioning of ‘Kuchh meetha ho jaaye’, this one says: Mann mein ladoo phoota.

     

    The commercial is great fun, and that’s the way it should be for a low-cost candy. It features Bollywood director Anurag Kashyap seated inside a restaurant. He’s screaming over the phone at his casting director who isn’t able to locate the faces Kashyap wants for his new flick. As luck would turn out, the girls he describes are seated at the adjoining table. And of course, the end result is ladoos (Shots) phooting all around.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=gzndy0hWa1c[/youtube]

    Good stuff. The idea is rooted in Indian culture; many desi youngsters would kill for a break in them movies, and this makes the communication rock. Mann mein ladoo phoota is again a very colloquial, oft-used phrase, and this will establish immediate connect. The treatment is very cute, you would want to see this ad again. And the best part is that the brand doesn’t get lost in all this drama, it plays an intrinsic part in the situation.

     

    I have just one little doubt: While Anurag Kashyap does appear a lot inside Page 3 pages these days, how many people in India can actually recognize him? And Cadbury Shots is a mass brand. In which case, there was no need really to pay big bucks to a celebrity, a regular bloke would have been good enough. The power totally lies in the idea in this TVC.

     

    Rating: (On a scale of 1 to 5): 3.5. Entertaining with good brand connect.

     

     

  • It's a win-win marriage. Dentsu, which is not a name one usually associates with sparkling creative work, has bought itself a nice creative powerhouse. Taproot gets the scale, the logistics and the bucks they need

    TAPROOT! | Anil Thakraney:Talent & values rewarded

    By Anil Thakraney

     

    Ordinarily, I would envy Aggie and Paddy. They have landed up with mind-numbing sums in their savings bank accounts following the acquisition by Dentsu. In fact, I don’t even want to hear the numbers… that would make me feel like a very small man. Am certain this must be the feeling inside every single creative director’s heart in the Indian ad world, even if they don’t admit to it. And most importantly, Taproot has pulled off this financial coup within just three years of starting out. This is beyond dreams coming true.

     

    However, instead of feeling jealous, I actually feel very happy for them. I have never met Paddy, but Aggie I have, on more than one occasion, and I can tell you I am yet to meet a more simple, down-to-earth creative director. He is the kind of bloke who you want should win. His success will inspire a whole generation of advertising people, and not just a few eager hot shops.

     

    It’s a win-win marriage. Dentsu, which is not a name one usually associates with sparkling creative work, has bought itself a nice creative powerhouse. They must be elated. Taproot gets the scale, the logistics and the bucks they need, so they must be obviously thrilled. And for sure the Dentsu suits will leave Aggie and Paddy alone to do their own thingy. Only a silly parent would meddle with a brilliant child. So all is well, as they say.

     

    The only area of concern is this: What happens when Aggie and Paddy decide to offload their shares and retire to a beach house? There must definitely be a lock-in period of at least five years, I suppose. But what happens after that? Will Taproot be the same agency minus the two Big Brains? This is the only thing Dentsu must keep a sharp eye on. Remember, Taproot is a baby agency, it has no legacy. And if Aggie and Paddy don’t create their clones in the agency, if they don’t cultivate talent that is equally bright and hungry for success, five years down the line this acquisition may not look as rosy to Dentsu.

     

    For now, dear Aggie, bring out the bubbly. And please hire a bubbly secretary for yourself. No need to figure out airline tickets on your own anymore. You can afford her now.

     

    ***

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=mpWmowUtn5M[/youtube]

    PS: This is the last TVC directed by Tony Scott, the ace Hollywood movie director who recently killed himself. Incidentally, Scott directed many commercials in his career. Nothing special about this one, it’s typical soft drink trash. Only, it’s difficult to imagine suicide was on Scott’s mind while he was working on such lively stuff. Complex and unpredictable is the human mind.

     

  • There is disunity in the ad business. These guys will never come together and sort out their issues. Perhaps it has to do with fat egos. Or perhaps it has to do with some degree of immaturity. Or both

    Anil Thakraney: The disunited ad world

    By Anil Thakraney

       

    In my recent interview with Prasoon Joshi of McCann for mxmindia, we discussed the key problems the ad world faces today. According to Joshi, it’s time the clause on ‘Intellectual Property Rights’ is enshrined in contracts with clients. So that the ad agency is adequately compensated for its idea, and doesn’t lose revenues after the client changes his agency while continuing to use the original idea in the brand communication. It’s a good suggestion, it makes a lot of sense, but I can assure you nothing will happen in this matter. As nothing ever does happen on all the problems that dog the desi ad world.

     

    In fact, each agency chairman states his/her own area of concern when I meet him/her for an interview. Piyush Pandey is very unhappy with the current agency remuneration structure. Balki continues to have serious issues with the way awards are given in the ad world. All these problems remain unresolved.

     

    What’s the reason for this inaction? It’s simple, and most industry leaders will agree with this view: There is disunity in the ad business. These guys will never come together and sort out their issues. Perhaps it has to do with fat egos. Or perhaps it has to do with some degree of immaturity. Or both. The disconnect cannot be because of intense rivalry, that happens in other industries as well. But their leaders do come together now and then to debate common issues, and, in fact, they sometimes form those nefarious cartels!

     

    I think all it takes is for one large-hearted agency chief to stand up, make some calls, and get everyone together under one roof. I am certain a number of issues will get sorted out in time if they put their heads together. It needs just one individual to bell the fat cats.

     

    Having said the above, let me hasten to add that some amount of bitchiness, mud-slinging and jealousy in a creative industry is fine. That happens in Bollywood as well. In fact, it can be fun at times. But if it’s coming in the way of solving pressing industry issues, then that’s not healthy at all.

     

    Grab some beers, people. At least break the ice. Cheers!

     

    ***

     

    PS: Haha. What a kickass warning sign! If this doesn’t prevent you from fingering around with switches in public places, nothing will!

     

     

     

  • Godrej Security Solutions continues with the humour approach, and that, when done well, always works for a serious product category

    Debrief: Godrej Security: Good use of humour

    By Anil Thakraney

     

    Godrej Security Solutions has released a new TVC. And I must say it’s quite hilarious.

     

    An elderly couple is dozing in their bed. The lady hears a strange sound, and asks her hubby to investigate. He does, and discovers that some thieves are trying to break open the safe. Instead of panicking and calling the cops, he quietly goes back to sleep. And so does the missus. No worries. There’s no way the chors will break open their safe vault.

     

    I like this ad. Because Godrej Security Solutions continues with the humour approach, and that, when done well, always works for a serious product category. Better to make the consumer smile rather than make him suffer a heart attack. Also, this particular TVC is single-minded and simple, which is its strength. I am a fan of advertising that is witty & simple, and in my book, the best ideas are those which don’t demand a huge ad budget. Godrej’s ad scores high on all three parameters. Even on repeat exposure, you will find this commercial entertaining.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=3kTwTObrKrw[/youtube]

    Perhaps the execution could have been a trifle better, perhaps the expressions of the protagonists could have been sharper, but that’s a very small blemish. The ad shines, and it makes you want to invest in Godrej.

     

    Good one.

     

    Rating: (On a scale of 1 to 5): 3.5 Simple and effective.

     

  • A recent report announced that IndiGo has replaced the Jet Group as the nation's No 1 airline. This is no small achievement for IndiGo

    Anil Thakraney: IndiGo: because on-time is everything

    By Anil Thakraney

     

    A recent report in the TOI announced that IndiGo has replaced the Jet Group as the nation’s No 1 airline. This is no small achievement for IndiGo. Jet has been around for a long time, and runs both, full and low cost service. IndiGo, a more recent player, has, from the start, been a budget airline. So how did they achieve this unexpected feat? Especially considering that there are other low cost airlines in the Indian skies? And what is the learning in this?

     

    Here’s what I think: This is a clear indication that the market in India prefers budget, no-frills travel. This could be because of the not very rosy economic situation at present, but it does indicate what the average desi flier wants. This is also a wake-up call for Dr Vijay Mallya. I have said this before, and will say it again: Kingfisher ought to have been a low cost airline. Mallya and gang went overboard on service and frills, made their airline financially unviable, and burnt their fingers in the process.

     

    There’s another reason IndiGo has become the market leader. Their single-minded and very desirable positioning: Punctuality. I haven’t done a market research study to support this claim, but it’s common sense to me that for a domestic flier, reaching there on time takes top precedence. For a flight of one and a half hour duration, I don’t really care if the chicken biryani is lip-smacking or if the air hostess arrives decked up in a rising hemline. And a movie on board is a silly idea, because I won’t be able to complete it in time. Therefore, punctuality is everything.

     

    Indeed, IndiGo puts its money where its mouth is. They are almost always on time, and I say this from experience. On all personal travel in the last three years, I have only flown IndiGo, and they have never left me twiddling my thumbs in the airport lounge. Clearly, there is some good leadership at work; the company’s core ideology seems to have percolated down to the lowest level. (And this is often not the case in Indian business organizations.)

     

    On a recent flight from Bangalore to Mumbai, I discovered that the airline was celebrating its sixth anniversary. I airily asked the airhostess: “Hey, no chocolates or pastries for the passengers?” She smiled: “Sir, we’ll celebrate by getting you to Mumbai on time. Isn’t that great?” I agree. It is.

     

    ***

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=G0HwiPHyenI[/youtube]PS: Malaysian rice distributor BERNAS released this ad on the occasion of Eid. It’s a heart-rending tale of two orphans. BERNAS runs a charity program, as part of which they donate rice to various orphanages. Keep a hanky on standby.

     

     

  • What the government needs to do, is to come up with two solutions, one technical and the other political

    Anil Thakraney: Blocking websites is stupid

    By Anil Thakraney

     

    And, we Indians are back to doing what we do best: Try to cure malignant cancer by prescribing a dosage of Crocin tablets. This is exactly what the government has done, by threatening to block social media sites and by blocking many URLs. And by enforcing a rationing of SMSes. All this to deal with communal tensions present in the nation.

     

    Well, here’s what will happen: More web pages will be created. And mischief-mongers will figure out innovative code lingo to abuse social media. And the tamasha will simply carry on in this juvenile cat and mouse game. Totally ridiculous.

     

    What the government needs to do, is to come up with two solutions, one technical and the other political. There has to be continuous, smart monitoring of the internet, in collaboration with the website hosts, to regularly keep track of hateful and illegal content. This will ensure the culprits are quickly identified, and punished, if possible. And this will leave the 99.9999 perceent of the rest of the users to continue enjoying the internet freely. This is exactly what happens with offline crimes. If there are rapes happening in Delhi, you nab the rapists, you don’t lock up all Delhi men inside their homes. The truth is, the government hasn’t kept pace with the tech revolution, and is now trying to combat it like a headless chicken. There has been no comprehensive policy drafted in this matter, they’ve been caught napping.

     

    Secondly, and more importantly, this nation has a serious fault line, and it shows up again and again. Which is that, encouraged by the divide and rule policies of the various political parties, India is forever sitting on an active communal volcano, which can (and does) erupt now and then. This is where the metaphor of malignant cancer comes in. Our politicians should be investing their energies into solving this deadly disease. Because all the rest of the nonsense that happens is a symptom of this. You quit the divisive agenda, and with time, communal hatred will get diluted. But is there a political will to get to the root of the problem? Nope, there isn’t.

     

    Which is why threatening to block the social media is a joke. The time has come for the super-excited chicken to get its head back.

     

    ***

     

    PS: Ah! Finally, a cool way to test a person’s creativity skills. Here’s what I suggest you do, if work in an agency creative department: All those clients, client servicing dudes and account planners who think they are more creative than you, ask them to take this test. If they score high marks, great! If they f miserably, they’ll quit telling you what to do. 🙂

     

    Link: http://99u.com/articles/7160/Test-Your-Creativity-5-Classic-Creative-Challenges

     

  • Philips' new commercial for their bulbs is a good example of how to mess up communication by trying to achieve a dhobi list of things.

    Debrief: Philips: Not very bright

    By Anil Thakraney

     

    Philips has released a new commercial for their bulbs. And it’s a good example of how to mess up communication by trying to achieve a dhobi list of things.

     

    The commercial is a cross between a corporate A/V and a brand advertisement. While on the one hand Philips wants to tell us that their bulbs are 20 per cent brighter than the other brands, they also want to tell us it is a ‘Desh Ka Bulb’. And these two messages clash, like in a bad road accident. To complicate life further, they have used yet another consumer insight! In India, people name their children after light, as in Roshni, Suraj, Prakash, etc. So this needs to be established as well. And as if all this wasn’t enough, there are many situations featured in the ad, some serious, some trying to be funny. So in end, you are left with nothing.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=nTd8dfCnyVQ[/youtube]

    Complete waste of money. For one, there’s no need to tell us India uses Philips bulbs. It’s a very low involvement, low value product category, there’s no way this will induce brand recall at the retail outlet. A bulb is a bulb; all we want is that the damn thing works. However, Philips does have a tangible offer to make. That their bulbs are 20 percent brighter. THIS is what the entire communication ought to have been based on. This is what will induce brand recall. And I can see super, witty commercials being created with this one promise.

     

    And it’s all been short-circuited by a greedy brand manager. Sad.

     

    Rating: (On a scale of 1 to 5): 0. Bulb fuse ho gaya!

     

  • I am getting increasingly convinced that the time has indeed come for some amount of censorship in the media. If it's not going to happen through self, then it must, sadly, come in from the outside

    Anil Thakraney: Time for some media censorship?

    By Anil Thakraney

     

    18 Again has done it again. This time they’ve sold their ‘vaginal tightening’ gel inside a family newspaper. (In a previous post, I had expressed concern over the suitability of this product for television advertising.) I guess the next stop is hoardings, bus shelters and radio. Thankfully, I don’t have children. But to all those of you who do, be prepared to answer a cute question from your sweet baby: Daddy, what does vaginal tightening mean??

     

    And not to be left behind by an advertiser, our news channels have decided to go a step further. Murdered air hostess Geetika Sharma’s autopsy report is being freely broadcasted. Without a pause, young TV reporters have been spewing out gory details of her ‘unnatural sexual habits’. As if they’d landed a coup. For god’s sake, what’s the point in revealing that in the media? What good is it going to do to the criminal case? Can Kandaji be nailed on this sensational ‘discovery’? And what public interest is being served out here?

     

    What will happen instead are three things. One, bring a great deal of embarrassment to her family members, who are already grieving the loss of a young one. Two, provoke wild public speculation on the woman’s life, and she’s not even around to defend herself. And three, you, dear reader, be prepared to answer a cute question from your sweet baby: Daddy, what does unnatural sex mean??

     

    Yup, with every passing day I am getting increasingly convinced that the time has indeed come for some amount of censorship in the media. If it’s not going to happen through self, then it must, sadly, come in from the outside.

     

    The other day a friend casually asked if I would ever be tempted to commit suicide. It can happen. If a ‘Top Gun’ filmmaker like Tony Scott can end his life abruptly, we mere mortals are quite capable of it. My response was an emphatic ‘NO’! For just one reason: I dread the speculation the news channels will indulge in over my ‘messed up’ life. God knows what sort of dirt they’ll fling on my dead face. Don’t need that crap, thank you very much.

     

    I am staying put!

     

    ***

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=NdDU_BBJW9Y[/youtube]

    PS: This is easily the best corporate audio visual film I have watched in my life. The LEGO toys group is celebrating its 80th birthday. And they have used the occasion to tell us their story through animation. Charming, wonderful and very interesting. Now this is the way for organizations to tell us about their past.

     

  • When the slogan is weak, it’s all left to the interpretation, which has to dazzle, else the ad is sunk.

    Debrief: Lazy creative work, BlackBerry

    By Anil Thakraney

     

    BlackBerry is out with a brand new campaign. The message this time is ‘Action starts here’. I don’t much care for this slogan, it’s too generic and boring. Just about any product can use it, including televisions, cars, deodorants and condoms. Now, when the slogan is weak, it’s all left to the interpretation, which has to dazzle, else the ad is sunk.

     

    After watching the TVC, I was left confused. So I watched it again, and was left even more confused. The treatment is the same old – an array of youngsters doing their individual number. One girl wants to turn the world green, another wants to lose some weight. One dude wants to patao a blushing chick, another wants to be a rock star (wow, how original is that!). And so on and so forth. Finally, the voiceover arrives and grandly declares: Whatever be your action, it starts here.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=SuE2fzL8nXg[/youtube]

    Totally ridiculous stuff. How exactly does BlackBerry help these guys achieve their objectives, is a mystery. How did the girl change the world? By chatting on BBM? And how did someone lose weight? By reading Shashi Tharoor’s tweets on her slim BlackBerry? Like I said, I am confused. And the treatment is so very sixties. A whole lot of shiny, happy people, with a tired jingle playing in the background.

     

    Dear BlackBerry: I want to remove corruption from this country. How do I do that? By sending a text message to Anna? By asking my pals on Facebook to congregate at Ram Leela maidan? Why can’t I do all this from my Nokia? How will you help me differently? Please do explain!

     

    Rating: (On a scale of 1 to 5): 0. Same old, same old stuff.

     

  • Fareed Zakaria's credibility has taken a body blow following this incident. Why would I trust his writing ever again? How can I be sure he hasn't played another mischief? What good is a journo minus credibility?

    Anil Thakraney: The credibility letdown

    By Anil Thakraney

     

    Must say I am quite surprised to hear that the suspension imposed on Mr Cut Paste by his bosses at Time mag and CNN has been lifted quite swiftly. I was of the opinion that Fareed Zakaria would have to pay a heavy price. Clearly, I was wrong.

     

    This is the exact statement issued by Time, as per media reports: “We have completed a thorough review of each of Fareed Zakaria’s columns for Time and we are entirely satisfied that the language in question in his recent column was an unintentional error and an isolated incident for which he has apologized. We look forward to having Fareed’s thoughtful and important voice back in the magazine with his next column in the issue that comes out on September 7.”

     

    Now, while one wants to applaud Time and CNN for being large-hearted, I am a bit worried about the ramifications of the quick forgiveness. Younger columnists and journalists will get the wrong idea. Because, the message is this: ‘Okay, you made one mistake, but otherwise you have been good at your job. So we’ll let you get away with this dishonest act.’ As a writer, my reading is that it’s okay to do the odd chori. In that sense, I believe Zakaria’s example sets a bad precedent. He directly (or indirectly) lifted passages from another journalist, that is a fact, and he has admitted to it. And Zakaria ought to have been made to face the music for this misdemeanour. Especially because he’s a veteran in the profession.

     

    There’s another thing: Zakaria’s credibility has taken a body blow following this incident. Why would I trust his writing ever again? How can I be sure he hasn’t played another mischief? Given that, there had to be a cooling-off period ordered on Zakaria for at least one year, if not more. So his readers are assured that, one, the man has been adequately punished. And two, he has had sufficient time to introspect on his misdeed.

     

    All I can say is, Fareed Zakaria is one helluva lucky guy.

     

    ***

     

    PS: I have always wondered why the placards that protesters carry during various andolans are so dull. Well, here’s a link that tells you it need not be the case, that placards can be fun. Hope to see some wit and humour during desi protests. Perhaps ad agencies can pitch in with some thoughts. If we must watch the likes of Anna and Ramdev fasting, may as well have some entertainment going on the sidelines. 🙂

     

    Link: http://www.thepoke.co.uk/2010/11/01/the-best-protest-march-ever/gallery/image/

     

  • Rest in peace, Prabuddha. I totally enjoyed the teas and the smokes. And the delightful talk on nude women. Wish we had a chance to do another round

    Anil Thakraney: Prabuddha: Photographer with soul

    By Anil Thakraney

     

    I did a detailed interview with Prabuddha Das Gupta in 1999. This was for The Brief, the ad mag I used to edit at the time. We met at his minimalistic, but very stylish home inDelhi. I recall we had a wonderful exchange, mainly because we hit it off. This doesn’t often happen during interviews, and when it does, you can be assured of a candid and meaningful conversation.

     

    Prabuddha was not in a very happy mood that day, and that’s putting it mildly. He was out on bail, and was irritated over the possibility of another round of police action. The Maharashtra government had got him arrested for the very controversial Tuff shoes campaign, which he had shot. (Younger readers can surf the net to learn more about the sordid drama over that campaign.)

     

    Prabuddha Dasgupta (pic: PrabuddhaDasgupta.com)

    The photographer directed his fury at the IAPA, who, he felt, did not stand by him at the time. He said: “When you are dealing with images with creativity, you’re always dealing with something that’s controversial, you’re always trying to push the envelope. I have no respect for an organization which doesn’t support that.” But all the legal mess clearly hadn’t bogged the photographer down. When I asked if he’d do a Tuff Shoes all over again, without blinking an eyelid he exclaimed, “Oh yeah!”. That was Prabuddha for you. Fearless. A word that best describes the individuality he brought to his craft.

     

    One reason why the entire ad world remembers him fondly is that Prabuddha put his soul in every picture he shot, be it for artistic or commercial photography. This quality is rare to find in Indian advertising photographers, most of who treat photography as an assignment that needs to be done and dusted. According to Prabuddha: “If you are not bringing something of your own to the image, then the image equals another image, which in turn equals the third image, and so on. For a photographer, what is critical is not just to have the ability to deliver a competent image, but the ability to deliver something that’s uniquely his or her own. You are not being paid so much money only for your technical ability to press the shutter six times.”

     

    And this is why his death is a huge blow to the ad world. The industry has lost a photographer who brought his own sensibility to the picture. He conceived, he imagined, he created. And only then did he press the button.

     

    And, me being me, I needled the man on his book, ‘Women’, in which he had captured scintillating nude images. Didn’t he, while shooting, feel the urge to cross the line? I still remember Prabuddha smiling, as he took in a deep drag from his Wills Filter. “No, I didn’t cross the line. If I want to sleep with someone, I don’t have to go through the whole process to do it. But yes, I have to admit the temptation was there. I am a man, after all, with a woman unclothed in front of me.”

     

    Rest in peace, Prabuddha. I totally enjoyed the teas and the smokes. And the delightful talk on nude women. Wish we had a chance to do another round.

     

    * * *

     

    PS: Sadly, the film and ad world has lost another great craftsman: Ashok Mehta. While I did not get an opportunity to interact much with the ace cinematographer, I did work with him on a TV commercial for Taj Mahal Tea. And if there’s one single impression I carried back of the man, it’s this: Mehta was always smiling; he was unflustered and totally chilled out even when things were going wrong, and the director was tearing his hair out. Ashok Mehta was the ‘King of Cool’. Anyone who worked with him will readily agree with this description. RIP.

     

  • It's single-minded on beauty. It's a surprising solution. But most importantly, the commercial puts jaan into an entirely boring product category

    Debrief: Greenlam: Ati sundar!

    By Anil Thakraney

     

    Greenlam Laminates is a fun account to work on. The client is quite creative savvy, and this is obvious from the sort of offbeat advertising that happens on this brand. I had the good fortune of working with them during my stint with Lintas,New Delhi, and must say I have a lot of respect for these guys.

     

    Greenlam has released another cool TVC. This one features a gentleman called Shri Saundarya Premi, whose life’s mission is to make this world a more beautiful place. He goes around making sure women get their make-up right, he teaches some rural belles the art of carrying a water pot sensuously, and so on. Finally, when asked what will happen after he’s gone, Shri Premi says the job of beautification will be carried forward by Greenlam Laminates. And that’s when the brand enters the story.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=6Td9z0g7S2Y[/youtube]

    I like this one. It’s single-minded on beauty. It’s a surprising solution. It’s humorous and entertaining. And the jingle is pretty catchy too. But most importantly, the commercial puts jaan into an entirely boring product category, something that the makers of Greenlam ads have been doing repeatedly.

     

    One really wishes Shri Saundarya Premi pays a visit to dirty Mumbai. We can do with some beautification.

     

    Rating: (On a scale of 1 to 5): 4. Single-minded and entertaining.