MxMIndia

Tag: anil thakraney

  • I cannot understand why the industry hasn’t yet thought of a powerful communication plan against drunk driving. In fact, it is a booze company that should take it up, and seize the opportunity to build one of its brands. And in addition, project an image of being a socially aware organization.

    Anil Thakraney: Needed: Campaign against drunk driving

    By Anil Thakraney

     

    Two recent tragedies in Mumbai involving drunk driving have again put the problem in the spotlight. Despite all the policing and the possibility of doing jail time, people continue to hit the wheel inebriated. And this happens in all urban areas. The Mumbai police has once again taken to the roads with a vengeance, but clearly that’s not the solution.

     

    The change, as it’s usually the case, must come from within. And this is where marketers and ad agencies can play an important role. I cannot understand why the industry hasn’t yet thought of a powerful communication plan against drunk driving. In fact, it is a booze company that should take it up, and seize the opportunity to build one of its brands. And in addition, project an image of being a socially aware organization.

     

    Isn’t that far better than indulging in those silly (and unethical) ‘Make it large’ sort of surrogate ads? Where daaru is sold disguised as soda, water and playing cards. So much wiser to do a good deed. And yes, one would like to do business with people who care for humanity, or at least people who are perceived to be good souls. Like the Johnnie Walker guys, who have been running the international ‘Drink Responsibly’ campaign with positive results. Here’s one commercial which features cricket legend Vivian Richards:

     

    But for India, we need much more compelling stuff, as we desis tend to be enormously apathetic people. We seriously lack civic sense. And if the marketers don’t come forward, I would urge the ad agencies to take proactive measures, and create solid campaigns against drunk driving. And if social responsibility doesn’t sound like a hot enough proposition, the chance of winning major ad awards should be music to the ears. Whatever works. Because I do believe here’s one public problem where the industry can play a role. It’s not something policing will be able to tackle.

     

    [vimeo width=”400″ height=”200″]http://vimeo.com/11741651[/vimeo]

    So go for it, people. It’s a great opportunity to make a real difference out there. Cheers!

     

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    PS: Ms Arundhati Roy is at it again. She’s written yet another looong essay in Outlook mag on how greedy corporates, in connivance with politicians, police and the bureaucrats, are damaging the lives of tribals through illegal and immoral mining operations. Here’s a rejoinder to her diatribe, and it points out glaring factual errors and other blunders in Roy’s scathing arguments. That is why I have always believed this very fine writer must stick to penning fiction.

     

    Link: http://girishshahane.blogspot.in/2012/04/annotating-arundhati.html

     

  • It's actually one huge outdoor party, where the Page 3 types and other minor celebs get to shake a leg in front of cheering masses. Not my idea of a relaxed evening. I'd prefer to watch Crime Patrol and Balika Vadhu.

    Anil Thakraney: Why I shall duck the IPL

    By Anil Thakraney

     

    Like every year, this year too I shall give that circus called the IPL a quiet miss. As far as I am concerned, this is anything but cricket. It’s actually one huge outdoor party, where the Page 3 types and other minor celebs get to shake a leg in front of cheering masses. Not my idea of a relaxed evening. I’d prefer to watch Crime Patrol and Balika Vadhu. As usual. Though I have to admit I will, very reluctantly, drop by now and then. Only because I am a paid writer and can’t shut myself out of anything. Not even trash.

     

    Anyways, here are my big problems with this tamasha:

    Because there have been such dubious results in some of the matches in the earlier seasons, you have to wonder if the IPL isn’t a hot-bed for match fixing. Let me put it this way: I would be entirely surprised if the tournament turns out to be all clean. Good story for tabloids in India. A massive expose crying out to happen.

     

    Because the IPL has become a VRS scheme for retired cricketers. A pension plan for the old, burnt-out boys. Ex-players like Ganguly are an embarrassment to watch. And Dravid, in this format, fits in as nicely as I fit into a Page 3 bash. Not really interested in watching this joke.

     

    Because the tournament is infested with controversies. Not a single thing about the IPL sounds aboveboard. Right from the dodgy auctioning process to team ownership issues to the TV rights scandal to allegations of money laundering… there are rats lurking everywhere under the glitzy red carpet. Who on earth would want to waste time on such an incredible tournament.

     

    Because there is an almost zero regional flavour in each team. I still cannot bring myself to support the Mumbai team, most of the players continue to be from other regions. Ditto for other teams. Just to give you one example: Dhoni is as far removed from Chennai as Gorakhpuri flicks are from Amma’s DVD collection. So there is no real passion for the game. It’s time pass at best.

     

    Because it’s no fun watching Neetaben and her chubby boys jumping and dancing post the match. I suspect their own (now ex) team captain, Sachin Tendulkar, gets pretty scandalized by their shenanigans. Maybe that’s why he opted out of captaincy. So that ben hugs Bhajji instead.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=fLzsKm7sEG0[/youtube]

    Because the IPL is anything but cricket.

     

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    PS: Haha. A real cool ad from Axe. On how to keep pace with a totally flirty girlfriend. So much more fun than all those silly ads that feature women chasing the Axe man around. And a super script too!

     

  • Because the promise isn't really earth shattering, the execution has to play a very important role. And must say the ads are done nicely.

    Debrief: eBay: Simplicity works

    By Anil Thakraney

     

    You want to patao that supermodel? You want to be a beauty queen? No worries. You can do it all via eBay.

     

    The promise in eBay’s new TV campaign seems to be simple enough. I watched two commercials. In one, Ms Jabalpur desires to become Ms India. And she easily gets what it takes on eBay. In another ad one rather seedha saadha banda is able to win over a hot babe by buying her scintillating goodies on eBay. Simple enough and very massy concepts. And it works. Only because the communication is single minded.

     

    eBay only tells you that if you desire it, it’s here. And there’s no clutter of additional promises forced into the advertising. Also because the promise isn’t really earth shattering, the execution has to play a very important role. And must say the ads are done nicely. Although the humour isn’t really strong, they do leave you with a smile. So that’s fine.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=kTKyVR3RfAI[/youtube]

    All said, it’s done well. And they can produce many ads with this theme. Just one suggestion: What will make the communication work even better is if people are shown to desire bizarre stuff. AND they get them too. Just to give you an extreme example: A man wants to kill himself, but doesn’t know how to go about it. Till eBay comes to his, er, rescue. Of course, it’s macabre. But you get the idea!

     

    Rating: (On a scale of 1 to 5): 3. Focused and effective.

  • A whole lot of huge names from all walks of life… industrialists, politicians, movie stars, sports stars, etc, were in dutiful attendance. I wonder if the allure had to do with the blaster or that the invite went from Mukeshbhai. I suspect it was the latter… no one in his/her right mind would wish to offend India's richest man.

    Anil Thakraney: The Big Sachin Bash

    By Anil Thakraney

     

    I caught glimpses (on NDTV) of that mega party Mukeshbhai and Neetaben threw for Shri Tendulkar. And no, that it was held at that deeply repugnant structure called Antilla didn’t prompt me into hitting my remote control as deftly as Sachin would, in his hey days, heave Shoaib Akhtar over fine leg. It was the master being felicitated after all, so one was expected to pay attention.

     

    Here are some random observations: A whole lot of huge names from all walks of life… industrialists, politicians, movie stars, sports stars, etc, were in dutiful attendance. I wonder if the allure had to do with the blaster or that the invite went from Mukeshbhai. I suspect it was the latter… no one in his/her right mind would wish to offend India’s richest man.

     

    Mr & Mrs Ambani are enormously poor public speakers. They may know how to turn stone into gold, but the duo lacks the ability to keep you from yawning miserably. Two options: They can get other speakers to do the honours. Or, they can enroll for a public speaking course. Don’t think it costs much.

     

    Abhishek Bachchan, on the other hand, is a far better public speaker than he is an actor. Small B needs to attend acting classes, but that’s another story. Priyanka Chopra as the anchor was perfect. Though, quite disappointingly, she turned up over-dressed. Aamir Khan was at his professional best. Guess he rehearsed his speech for the 100th 100 time before driving out for Antilla. Salman Khan mumbled a lot. No one understood what he said, but people laughed all the same. Given the macho star’s fiery temper, that’s always a good idea. But his little dig at SRK was delightful. By the way, wonder why Shah Rukh failed to turn up. Had he arrived, he ought to have been seated next to Sallu bhai. TRPs would have gone through the Antilla roof.

     

    Sachin tried his best to sound cool and humorous. Didn’t really work. Partly because of his recent angry, arrogant outburst at a press con, where he was (quite rightly) questioned on his retirement plans.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=KGU45aNm-C4[/youtube]

    Lastly, the high point of the show was Lata tai singing “Tu jahaan jahaan chalega, mera saaya saath saath hoga.” Total paisa vasool. Mukeshbhai should now felicitate her just for that.

     

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    PS: Nissan India has produced a five minute ‘movie’ starring Ranbir Kapoor. And it’s been created in full filmi shtyle, with all the romance, passion, colour and noise our flicks pack in. This blockbuster will officially be released this month. You saw it here first!

     

  • Kids would most probably view this as harmless fun, and not as a license to either misbehave with members of the opposite sex or to get into bed at the age of 12

    Anil Thakraney: Voda must commission study on campaign

    By Anil Thakraney

     

    There is a controversy raging in the virtual world over the new Vodafone pug campaign. The one where the doggie plays cupid between two kids who look to be in their early teens. The problem is this: Some people find them too young to be flirting, and feel that this sort of a campaign would send the wrong signal toIndia’s kids.

     

    I did allude to this when I reviewed the campaign some weeks back, and I recall wondering if the two are indeed a bit too young to be glad-eyeing each other. But I left it at that and passed no value judgments. And that’s because I am not really sure of the propriety (or the impropriety) of the situation. While it is true that young ones in urban India often start dating early in their lives (and this used to be the case even when I went to school, so it’s nothing new), I am not entirely sure what happens in small towns and villages.

     

    However, some ad experts seem to think that the campaign is indeed a terrible influence on young minds, and veteran ad man Alyque Padamsee’s comments have gone viral in the social media. He seems to think that ads like these can lead to social problems like eve-teasing and sexual harassment when the lads grow up!

     

    Quite obviously this is an over the top reaction. My own view is that kids would most probably view this as harmless fun, and not as a license to either misbehave with members of the opposite sex or to get into bed at the age of 12. And I also believe that kids usually get influenced by adult behaviour, as it’s the grown ups who tend to be their role models.

     

    Still, it might be a good idea if Vodafone commissioned a study amongst the young teens, in urban and ruralIndia, to understand the influence of this campaign on young minds. And if it’s a harmless one, then great! And if it is found to be pernicious, they could pull the campaign. Either way the marketer will be appreciated for taking a pro-active step.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=pSLOnR1s74o[/youtube]

    However, they must act quickly. Before, egged on by comments of worthies like Alyque, some dudes with too much free time on hand file in bitter PILs. And cause the early death of a campaign which to my mind seems to be quite cute, and doesn’t really threaten the moral fabric of the great Indian society.

     

    * * *

     

    PS: Wonderful use of emotion. The happywallah emotion. Keep a hanky ready, it’s sure to leave a little moisture in the eyes. Especially if you are a parent.

     

  • A fine example of how smart execution is critical to communication. There's no storyboard out here really, it's simply the joy that comes from watching fabulous human bonding. And wonderful performances from both the actors.

    Debrief: Cadbury Oreo: The importance of execution

    By Anil Thakraney

     

    A truly refreshing commercial. Fantastic presentation of father/daughter bonding. There is no idea as such in the new Cadbury Oreo commercial, but the powerful execution gives it a huge lift.

     

    In the TVC, a male exec arrives home. The wife is missing, so his little daughter role plays her mum. And pretends to serve daddy a Cadbury Oreo as if she has laid out a dinner spread for him. And all that happens in the ad is a super, very engaging interaction between the two. Cannot be described in words, you simply have to watch this one.

     

    A fine example of how smart execution is critical to communication. There’s no storyboard out here really, it’s simply the joy that comes from watching fabulous human bonding. And wonderful performances from both the actors. The little girl is totally cute, and the dad plays a subtle role. This contrast works brilliantly. (Imagine the over-acting Shahrukh Khan might have done in this commercial. He would have killed the emotion.)

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=YfFlaavmqSU[/youtube]

    One more thing: I don’t know if this was intended, but a little beti playing her mommy strikes you subliminally. You are subconsciously left wondering if the man’s wife is no more, or that maybe she’s left him. Or it could be that she’s too busy building her own career. Any which way, that untold angle endears you even more to the father/daughter team. You feel happy for this little family.

     

    Full marks to the ad filmmaker. This is his/her film.

     

    Rating: (On a scale of 1 to 5): 4. Superb direction and acting.

     

  • A copywriter has taken the trouble to try and revive the art of writing long copy, and he has come up with a cool idea. Bodhisatwa Dasgupta of Ogilvy & Mather has announced a contest called: 'Longhand'. Which invites contestants to write long copy ads. And win instant recognition.

    Anil Thakraney: Ready for long copy?

    By Anil Thakraney

     

    It’s quite well known that ever since television boomed in India, and ever since the Hindi heartland boys took control of the ad world, the press ad has been dead. No one cares about it, often not even the client. It’s now treated as a support medium which must coldly state the facts, and no more. It is also widely (and incorrectly) believed that people don’t read any more, that they have become video junkies, therefore the copy must be kept as crisp as possible.

     

    With the advent of social media, the last nail in the coffin of the press ad got hammered in. Forget penning long prose, writers today don’t even know how to spell simple words. These are days of “Hiya gr8 2 c u!” In such a gloomy scenario, there emerges a ray of hope. A copywriter has taken the trouble to try and revive the art of writing long copy, and he has come up with a cool idea. Bodhisatwa Dasgupta of Ogilvy & Mather has announced a contest called: ‘Longhand’. Which invites contestants to write long copy ads. And win instant recognition.

     

    What makes things even more exciting is that the entries will be judged by legendary copywriters like Indra Sinha and Neil French. (Below are their posters encouraging writers to participate in the contest.) Moreover, the product briefs sound pretty enticing. One is for a whisky brand called ‘Gambler’, which is sold in little sachets.

     

    Full marks to Dasgupta for trying to do his bit. At least there’s someone out there who’s kept the faith. So get cracking and craft out that lilting prose. And prove to everyone that Indian ad world writers can still write. And can communicate without murdering the Queen’s language.

     

    All the best!

     

    To enter, you can join this Facebook page:
    http://www.facebook.com/putheadlinehere

     

    And here’s the link to the contest:
    http://putheadlinehere.blogspot.in/2012/03/faq-briefs.html

     

     

     

    Indra Sinha Neil French

     

     

  • There is a little humour, a little emotion, a little slice of life, but on the whole the campaign stays in the average zone.

    Debrief: IPL: Chalta hai

    By Anil Thakraney

     

    Television is abuzz with the oncoming IPL 5 nautanki. And there are a zillion commercials on the air. Before I discuss the ads, can’t help but state that I detest this tournament. I always have and I always will. IPL adds little value to Indian cricket, but deducts a lot. Having got that off my chest, let’s get to the task at hand.

     

    The idea this time is pretty obvious: IPL brings the entire family together. There is no fresh consumer insight out here, the world and its father already knows that apart from the men in the house, aunties, bhabhies, toddlers and Moti, the dog, also like to watch this tamasha. With no sensational insight, it’s then left to the execution to hold the fort.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=UXQsIgN_530[/youtube]

    I watched a few films, and must say that in general, the creative fails to shine. There is a little humour, a little emotion, a little slice of life, but on the whole the campaign stays in the average zone. Having said that, one particular commercial did appeal to me, and I found it quite funny. And so that’s the commercial I am linking out here. Also, because I am in a good mood today, I shall rate the entire campaign based on this one ad. It’s about two gents having to bond when they have absolutely nothing in common with each other, and are on a totally different trip. Good one. Haven’t we all been stuck in such situations? Yep, in such a scenario, despite all its shortcomings, indeed the IPL becomes god-sent!

     

    Rating: (On a scale of 1 to 5): 3. Humour not exploited enough.

     

  • The Lowe Lintas big boss freewheels with Anil Thakraney about Bs big and small, talent, and why he won't participate in the Abby

    Awards have no relevance to advtertising: Balki

     

    By Anil Thakraney

     

    It’s always fun meeting the big boss of Lowe Lintas. Since we have worked together before and since Balki is always forthright and politically incorrect, one is assured of an exciting but meaningful exchange. Here is he, speaking his mind on various issues. Movies, advertising, the challenges facing the industry, the kind of people he’d like to hire, and yes, about his continuing allergy to advertising awards.

     

    You have to respect the man for the wonderful work he’s been doing on both, the small and the large screen. And more so for being that rare individual in the ad world who has the balls to stand up for something he believes in.

     

    Still around in advertising? Shouldn’t you be busy making big films with Big B?

    I am making a movie a day, it’s the same thing. An idea is an idea whether it’s three hours or thirty seconds. The day I stop tripping on getting the high when one gets an idea, that’s the day I will stop. In fact, I haven’t done a film in the last two years, I have been caught up with Lowe Lintas. I do have an idea for a film which I will work on towards the end of this year.

     

    And it will back to Bachchan, I suppose.

    Not back to, WITH Bachchan. I haven’t gone away from him.

     

    What’s with the Bachchan fetish?

    When you work with the ultimate guy it becomes difficult to work with somebody else. He’s phenomenal. Such hunger and greed for performing at the age of 70… it’s truly inspirational. I can keep on making films with him for the rest of my life.

     

    Are you a fan of Abhishek Bachchan too? His career isn’t going anywhere.

    Actually I found his performance in ‘Paa’ the best. It was the most difficult role. I think his problem is more the choice of films rather than the quality of his acting. He’s got his niche, he’s very good at certain things. He’s also a good friend.

     

    So that’s why you keep using him in the IDEA commercials, often when he’s not even needed.

    He’s a better friend of IDEA than he’s of mine. I didn’t choose him, IDEA chose Abhishek.

     

    What are the learnings from movies you’ve taken to advertising?

    The biggest thing that happens when you come back from cinema to advertising is that you are even more impatient. Because cinema takes so much time to execute, you want to make the ads even faster. That’s the reason I like making ads. You make them fast and you move on. There’s an idea a day, and that’s an addiction which is difficult to escape.

     

    Your wife’s directing ‘English Vinglish’. Are you the producer? And what’s it about?

    Rakesh Jhunjhunwala has co-produced it with me, along with another investor. It’s about the insecurities of a middle class woman who doesn’t know English in today’s context. It’s about how she overcomes the fear of English. It’s a very relevant issue to a lot of people in this country. In India, it’s money, fame and (knowledge of) English which determine the class and quality of a person.

     

    Let’s cut to Lowe. Are you still as hands-on as ever?

    I am. There’s so much of work, yaar. Today, Arun (Iyer) and Amer (Jaleel) have taken on a hell of a lot, they handle 50 percent of the business. My travel has come down but my ideation hasn’t. So yes, I am still involved in major things, I know what’s happening. This is not a profession where internal structures and motivations of the agency can dictate solutions for a client. The client comes to an agency for a solution and we have to get it, by hook or by crook. Gone are the days when creative directors would sit on a revolving chair and give motivational advice to people on how to crack things.

     

    Piyush Pandey said to me the reason he isn’t making movies is because he’s not bored of advertising.

    It’s about the number of things you can do, it has nothing to do with being bored of advertising. So maybe some people are capable of doing a lot more and some people are not.

     

    Significant changes you’ve observed in the ad world in recent times.

    It’s the same, in so far as it’s still a problem/solution business. What I find is that the clients today are hungrier for more interesting solutions. I find that clients don’t want to waste an idea. And because of the complexities of the marketing issues, the problem articulation is no longer simple. You can no longer say this is small, this is big or that is cheap. It’s about understanding the complexities and simplifying them. And I find that fewer and fewer people are able to do this. Therefore far more is expected of a creative person today than it ever was. The creative person is now seen as the solutions provider. Planning is now playing a big role in the articulation of the problem. Planners are now working more for the clients than for the agency. This shift is something I don’t quite agree with, but it’s happening. This situation requires more discipline, rigour and understanding from a creative person than ever before.

     

    And I guess this impacts your hiring policies.

    It impacts that hugely. The three Cannes Gold winners don’t make sense any more. Today a lot of senior creative people have to grow within the current system. So you hire junior people who are clever and intelligent and then groom them into the system of understanding problems. It’s very dangerous hiring very senior people from the outside. We went through a phase in advertising where we said we are losing our respect as an industry. That’s changed. Today the clients respect the advertising agency for providing solutions.

     

    Both, Prasoon Joshi and Piyush Pandey told me that the industry is losing talent. There seems to be too much pressure from clients, they no longer pamper creative people. And opportunities have opened up for agency personnel in other industries.

    I don’t agree with this. I actually think there’s never been a better time to be in advertising. You are no longer respected for your whacky ideas, being a maverick won’t get you any special respect. The problem isn’t that the industry is losing talent, the problem is it’s not attracting talent. It’s damn difficult to find talent to address today’s problems. In fact, today there are a lot of people in marketing who want to join advertising. Where we are not attracting the right talent is at the junior level. We as an industry haven’t been able to articulate what is the kind of people we want.

     

    As an old-world creative director, do you find yourself struggling with the new media?

    No. Clients want you do virals in the new media, but it’s still film. The video will never die, though the medium for broadcasting it may have changed. The production methodologies may also have changed. But the idea is the key to it all.

     

    You are not even on Twitter and Facebook. How will you ever understand the digital world?

    The reason I am not on it is that I don’t want the world to know what the fuck I am doing. That’s a personal choice, it has nothing to do with the new media. In fact, today if I am on Facebook, I am a fuddy duddy cock.

     

    The problem, Balki, is that all you uncles are obsessed with the TV commercial.

    I approach a problem very simply. There is a solution, and there is an idea. And if the solution demands a certain kind of medium, you use that. Nobody knew how to make films before or how to make a digital programme. So it’s all about expression. And you go into that particular medium and do it. I didn’t know how to shoot a film earlier, so I went to the experts to do it for me. I don’t watch television at all, but that doesn’t mean I am fuddy duddy on television.

     

    Small shops are springing up. People like Aggie are doing very well. Does that worry you?

    It’s always been happening. What do you think Mohammed Khan and Ravi Gupta did? If Ogilvy and JWT don’t worry me, then why should they? They are all competition. In fact, the more the merrier, it means more people are doing better ads, and that’s fantastic for the ad industry.

     

    Why are so many creative directors branching out on their own?

    In some cases they believe their talent is far superior to what a large agency can harness. The other reason is there are only so many people who can grow to a point in an agency. So it could be the frustration of not being able to grow beyond a point. They have to start their own thing to be what they want to be. The third thing of course is money. Some people want to be richer than what they are.

     

    Words of wisdom for young creative people.

    I think if you like sport, you should come to advertising. There is a hurdle to be crossed every day, there is a goal to be scored, there is a wicket to be taken, there are problems that come your way. It is like a game. The moment you start taking it too seriously, it’s very difficult to function in this business. A lot of things don’t make sense out here.

     

    Shashi Sinha tells me he’s cleaned up the GoaFest judging process. All the scams have been dealt with. But you still won’t take part.

    I believe the advertising industry needs credible awards. But how do you judge advertising? You say, ‘Haha, this is so funny! Oh, what a technique in this one!’ And based on that you award some ads. And two months later the agency loses the business. So obviously it doesn’t work. What the fuck are we doing in advertising? We are supposed to solve a problem interestingly. You are supposed to state the problem and the judges are supposed to ask if that ad could have solved that problem. I judged at Cannes once, and I refused to judge after that. I’ll give you an example of what happens: Those Coke print ads, where someone is sleeping under the shadow of Coca Cola bottles, has been hailed as the greatest piece of creativity. And then you have those great TVCs of Coke with Aamir Khan, which the nation loved, but which they (the Cannes jury) didn’t understand! This kind of judging has no relevance to what the purpose of advertising is. Basically the award show is a game and you play it. So it’s not about cleaning it up, I don’t value what you award.

     

    And you also have a problem with your peers doing the judging.

    Some of them I respect and some I don’t.

     

    So what sort of jury will satisfy you?

    Having some respected marketers on the jury would help. And some very good advertising people. Right now they ask anybody who’s free to come and judge, and that’s not the way to do it. You can’t choose people just because you want representation from various agencies. Thing is, before I give you a piece of work to be evaluated, before I give you the right to say if I am good or bad, I need to be assured you are a person who’s capable of telling me that. We need to first judge the judges.

     

    What disappoints you about the ad world?

    What pains me is the amount we try to market the barometers which decide who’s good and who’s bad in the Indian industry. The Gunn report, the Asian awards, etc, they tom-tom the barometers rather than the advertising itself. And all this has absolutely no relevance to what we do here. It’s time we found a barometer or an evaluation process that tells India which is a good agency. A method through which clients can credibly choose agencies beyond just the surveys and the awards. And this lack of a proper barometer has led to personality driven agencies. This propels a lot of false media management. PR for advertising people happens because of this.

     

    Why don’t YOU work on that barometer?

    Piyush Pandey and I have had many whiskies discussing this, but we only walk away promising that we should drink some more, and that’s about it. (Laughs.)

     

    Click here to view all Goafest 2012 stories

     

  • Broadly speaking, there are two big problems: One, the award competitions are designed to honour the 'smart alecky' stuff rather than the effective stuff. And two, the suspicious quality of the judges.

    Anil Thakraney: How can things improve at ad awards?

    By Anil Thakraney

     

    In my interview with Balki for MxMIndia, we discussed in detail his reluctance to take part in the industry award competitions. And he seems to make valid points. Broadly speaking, there are two big problems: One, the award competitions are designed to honour the ‘smart alecky’ stuff rather than the effective stuff. And two, the suspicious quality of the judges.

     

    I personally think both these issues can be dealt with if the organizers have the will to make things better, and more importantly, are ready to set their egos aside. These improvements will only make the awards a bit more worthy than they currently are.

     

    Let’s first examine the parameters for judging. Every entry must clearly spell out what the marketing problem was and how the campaign/advert helped solve it. This should be backed by credible facts and figures, and must carry comments/feedback from the concerned brand manager. Half the score must be reserved for this. As in, did the ad manage to meet the desired marketing objectives? The rest 50% of the marks must be awarded on how interestingly the message was communicated. This is where judges can be allowed to be subjective, and must reward only those ads which they believe achieved creative excellence. Though time consuming and tedious, this approach makes sense to me since advertising isn’t pure art, unlike poetry or painting. It’s commercial art. There is no use of pretty imagery if the brand went down the tube.

     

    Two, the judges. No current creative director must be allowed on the jury. This will eliminate the slimy agenda of some, who seize the opportunity to negate the chances of a rival’s ad winning. (By the way, this keeps happening all the time.) The jury must only consist of ace marketing directors who are reputed to have built brands or turned some around in their careers. And retired agency creative directors who are admired for the sparkling work they did during their days in advertising. The doyens who most industry professionals revere. Alyque Padamsee and Mohammed Khan come to mind immediately.

     

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=7VJJOfSVViw[/youtube]

    In short, I think things can be changed if people WANT them to be changed. Balki has made important points. Hope the industry leaders are paying some attention.

     

    ***

     

    PS: Must watch. Not just for those ad industry leaders who are past their sell-by dates, but all oldies in any sphere of work. People who continue to hang around, unsure of when to move on. (In fact, I think one Sachin Tendulkar must watch it too.) It’s based on the farewell speech made by Leo Burnett in 1967 upon his retirement.

     

  • One really hopes Kahaani's success at the box office will make movie makers introspect and go back to making the script the hero, writes Anil Thakraney

    Is ‘Kahaani’ the gamechanger?

    By Anil Thakraney

     

    I watched Vidya Balan’s ‘Kahaani’ following all the brouhaha in the social media. As am sure many people did. It is also becoming increasingly clear that at least in the urban areas, Twitter and Facebook can, to a large extent, determine the fate of a film. This is the new word of mouth.

     

    On the subject of the movie itself, while I did yawn a couple of times and found that the climax lacked gravitas, I walked out of the multiplex with a good feeling. Because, at last, here was a Hindi film that had a real hero (and no, that’s not Balan… any actress with reasonably good acting skills could have pulled this off). And that hero is: Story.

     

    It is certainly refreshing to watch a desi film which doesn’t suffer from the Big Star disease that has infected Bollywood for a couple of decades now. Where movies are made and marketed solely on the basis of huge names like SRK, Salman, Aamir, Bachchan, Hrithik, etc. Where weak and often embarrassing stories are written with these demi-gods in mind. Where the audiences are expected to digest any drivel as long as the charismatic hero is in the frame. In fact, Salman Khan and Shah Rukh Khan have taken this nonsense to a ridiculous level… they not only act themselves in every film, they even gloat about it!

     

    This does not happen in world cinema, not in any other nation. In Hollywood, big stars like Brad Pitt, George Clooney and Jack Nicholson sink into the roles they enact, they seldom play themselves. This trap which Bollywood has dug for itself has resulted in standards of cinema plummeting to new depths of mediocrity. It has also resulted in film writers being paid poorly and treated like ‘extras’. Bollywood is the only movie industry in the world where producers FIRST sign the male hero and THEN think about the story. This is unheard of anywhere else.

     

    In that ridiculous scenario, ‘Kahaani’ comes as a breath of fresh air. One really hopes its success at the box office will make movie makers introspect and re-haul the current system. And go back to making the script the hero. Only when this happens will the rest of the world take Bollywood a bit more seriously. And we could dream of winning the elusive Oscar some day.

     

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=8t1_L7D7ZRg[/youtube]

    Yes, ‘Kahaani’ gives me hope.

     

    ***

     

    PS: Here’s a, well, interesting ad from The Singapore Tourism Board. I find the choice of words, ‘Get Lost’, quite offensive. Unless I am missing something out here, and the Aussies, to whom this ad is directed, like being abused. Methinks the advertiser has screwed up on this one.

     

  • Everyone seems to be using the BB for all sorts of stuff. Dating, BBMing, uploading pics, chatting, etc. As a result, the uncle suits have gone into absolute mourning, and this makes the TVC very unappetizing to watch.

    Debrief: Vodafone BlackBerry: Self-indulgent tripe

    By Anil Thakraney

     

    The Vodafone ‘BlackBerry Boys’ are back. Those singing and jiving suits. If I recall correctly, these buggers were complaining in a commercial a couple of years ago, that their BlackBerry had been stolen by dudes and dudettes. That it was no longer a corporate toy. Well, they are still cribbing about that, but the new ad is immensely irritating.

     

    Vodafone wants to increase the BB penetration further amongst the masses. And now the suits appear to have totally lost their ‘USP’. Everyone seems to be using the BB for all sorts of stuff. Dating, BBMing, uploading pics, chatting, etc. As a result, the uncle suits have gone into absolute mourning, and this makes the TVC very unappetizing to watch. Trust me, it’s no fun watching suits whine and sob, we see enough of that in the corporate world anyway. So while the original version was peppy and novel, the sequel is jaded and boring. I think it was a big mistake rehashing the ‘BlackBerry Boys’. They should have come up with a fresh idea.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=dz1Tsh4MW0o[/youtube]

    More importantly, in what appears to be an exercise in self-indulgence, the marketer and their ad agency overlooked one very important factor: There is zero entertainment in the commercial. After the first exposure you want to shoot the mourning suits. The least they should have done was to make them more interesting, if that is indeed possible. And what’s with the running supers that spell out the tired jingle? ‘BlackBerry Boys’ don’t understand simple angrezi? Now that’s reason to mourn.

     

    Rating: (On a scale of 1 to 5): 1. RIP, Messrs BlackBerry Boys