MxMIndia

Tag: anil thakraney

  • We are a nation of a million scamsters and cheaters, so there's no reason why the desi ad guys won't join in the party. This nation scores very poorly on ethics, and it's a reality we have to accept and live with

    Anil Thakraney: Why plagiarism is unstoppable

    By Anil Thakraney

     

    The root cause of scam ads and idea thievery in advertising is the mad lust for awards. As long as national creative directors continue to reward/hire people based on their ability to bag these (meaningless) trophies, creative people will continue to fraud and cheat. So that’s a given.

     

    But the moot question is this: How come the frequency of creating scam ads and looting ideas is higher in India than in the western world? Surely agency heads in those nations too value personnel who win awards. I think part of the answer to that question lies in the great Indian culture. We are a nation of a million scamsters and cheaters (look around you, it’s happening everywhere), so there’s no reason why the desi ad guys won’t join in the party. This nation scores very poorly on ethics, and it’s a reality we have to quietly accept and live with.

     

    The other answer is creative sloth, and to an extent, lack of talent. Not getting hit by a bright idea? Why not quickly scan the Black Book to see if an ‘inspiration’ strikes. Or trawl the internet to suss out what the firangi creatives are up to. Easy, no? Who will notice the lift? Award juries can’t keep an eye on millions of ads being created around the world. Also, if I do get caught, I can always claim it’s ‘divine coincidence’. In any case, by the time the chori is discovered, I would have got that massive pay hike.

     

    I’ll give you another insight: Notice that most plagiarism and scams ads happen for the static media. Press ads, posters, hoardings, stickers, etc. It’s not often that we catch people lifting TV commercials. And that’s because of two reasons: Senior creative directors in India are entirely focused on the TVC, and pay very little attention to the other stuff, which is delegated down the line. With no one to keep an eye on them, some junior/middle level creatives resort to cheating. There’s another thing: Art directors/Visualisers in India (this is not the case in the west) usually get left out of TVC script writing and production. This is because many are considered to be ‘the down market, vernie, JJ school types’. Which means their only chance of recognition is an award for a press ad/poster. And this leads to the frantic Black Book/D&AD annual scan.

     

    So now you know why scams and copying of ads won’t stop anytime soon.

     

    ***

     

    PS: Excellent press ad by Colgate. Am getting to see a truly brilliant print effort after a long time. Are you experiencing that ‘Why didn’t I think of it’ moment? Tempted to copy? Go ahead, lift this idea for your brand. I won’t tell anyone. Promise!

    Click to large

     

  • It's incorrect to ask creative folk to constitute the Creative Abby 'Superjury' to decide on plagiarism complaints, writes Anil Thakraney

    Anil Thakraney | Superjury: Keep the CDs out!

    By Anil Thakraney

     

    Ah, GoaFest has decided to constitute a ‘Superjury’ to tackle the issue of plagiarism in advertising. This is a good idea, there has to be a group of people tasked with nabbing ad thieves because copied ads bring a bad name to the entire Indian ad world. So that’s a good development.

     

    However, I have a problem with the people chosen to man the ‘Superjury’. These are chairpersons of the various creative juries, in other words, mainly the senior creative directors. This is crazy I say, because this means the same set of people will now police their own work. Incidentally, I have always had problems with agency creative people judging agency creative work, but one let that pass because of the creative directors’ famous line of argument: That only creative people appreciate creative work, that the nuances and the detailing will go over the heads of the ‘uncreative’ suits. I don’t necessarily agree with this, but most creative directors do, and so the same judging caravan has been chugging along, despite all the ugly controversies.

     

    Now, even if we assume they are right, what I don’t understand is why would the same creative directors also sit on a jury whose job is to catch ad chors? This is a policing job, it needs no creative bent of mind. You put two pieces of work in front of you and objectively judge if the twins are a result of an amazing co-incidence or a result of daylight robbery. You don’t need any creative skills for this. What you need instead is objectivity and neutrality. In fact, having creative directors function as policemen will immediately bring agendas into the picture. For example, many creative directors are buddies in the ad world, many have worked with each other in the past. This can and will invite personal bias, it’s inevitable. On the other hand, if I happen to detest my rival, here’s my chance to settle scores.

     

    My recommendation therefore is this: Form the ‘Superjury’ by all means, but it must consist of neutral umpires. Such as, retired ad agency leaders, trade press editors and clients. That would be fair and correct. The Supreme Court bench deciding on Sanjay Dutt’s act of crime can’t consist of Bollywood stars, right?

     

    PS: Oops! One senior Aussie journalist has been sacked because he dared to write against the policies of his own publisher, and specifically because he dissed the ‘advertorials’. Be careful, people! Turn a blind eye to paid news in your group publications, or risk being kicked out.

     

    Link: http://www.abc.net.au/news/2013-04-09/fairfax-journalist-sacked-over-critical-crikey-article/4617316

     

  • Anil Thakraney presents his views on the latest ads

    Debrief: Fastrack: Irreverence works

    By Anil Thakraney

     

    Highly provocative ads from Fastrack. What I like about this brand is that it’s been consistently irreverent in its advertising, they haven’t shied away from controversy, rather, they very clearly court it. The new TV campaign has pushed things further by attacking social taboos.

     

    There are a few commercials on air, I have watched two. One features a lesbian couple coming out of the closet (quite literally). Another one deals with a chap flirting with his girlfriend’s mom. Both situations highly unacceptable in a conservative (at least on the surface!) nation like India. And therein lies the power of the campaign. Because their parents would reject such stuff, the urban youngsters (whom Fastrack targets), will love these ads. Kids today want to ‘move on’ (the brand’s tagline), they want to experiment, to be who they are. In fact, I would say ‘Move on’ is now an intrinsic part of regular vocabulary in Young India. I also like the funky soundtrack, goes well with the taboo situations.

     

    In short, here’s a watch and accessories brand that sells only attitude, they don’t talk technology or aesthetics. Correct approach, and with its consistency, Fastrack has managed to carve out a nice little niche for itself. I am already waiting for next year’s instalment. The creative team should keep an eye on National Geographic’s hot hot  programme called ‘Taboo’. Interesting stories get featured in it. Like a middle class couple who scavenge garbage for dinner, a woman who’s turned her mate into a dog… lots of exciting material to choose from. 🙂

     

    Rating: (On a scale of 1-5): 3.5 Great attitude. Cool execution.

     

  • What got my anger on the boil, more than the US bombings, is something that happened in our own backyard: Cruel apathy shown by many motorists during the horrible Jaipur road accident, and the resultant tragedy

    Anil Thakraney: CCTV footage should be used to kill apathy

    By Anil Thakraney

     

    I can understand why the Indian media got into a tizzy over the Boston bombings. It’s not because lives in America are more precious than, say, those in Pakistan and Afghanistan (bombings in these nations are now a routine event), but because the latest attack has demolished the perception many have harboured for a decade: That the US, post 9/11, has been able to lick terrorism on its soil. Now that we know even that nation is unsafe, it means there is no safe place left in this world, and that’s an unsettling thought.

     

    However, what got my anger on the boil, more than the US bombings, is something that happened in our own backyard: Cruel apathy shown by many motorists during the horrible Jaipur road accident, and the resultant tragedy. Here’s a link, in case you missed the story:

     

    Clearly, it isn’t an isolated case, this happens all over the nation, we seem to have turned into a nation of billions who don’t give a shit about the lives of fellow citizens. This is completely shameful, and it has to be dealt with, we simply cannot ignore it with a shrug. My thinking is that the television media should closely examine the CCTV footage, and with the help of the concerned RTOs, expose every single motorist who coolly drove past the accident spot. Perhaps the best way to tackle such unforgivable selfishness is by naming and shaming. Let’s put out the faces of the people who refused to help. Of course, one can’t legally punish them, but the threat of shaming will help in energizing others, the next time such a deathly road accident happens.

     

    With the possibility of terror attacks on the rise, various state governments are installing CCTV cameras on many roads/streets/junctions. The media must use this opportunity to help in exposing callous, insensitive people. And simultaneously, honour those good men and women who stop to help. This is the only way to shake up this apathetic nation.

     

    We’ve got the technology, now let’s use it to kick the indifferent dolts. And help save lives in the future.

     

    ***

     

    PS: Hmm. This is a national icon who arrives each evening in our living rooms to sells us gold, insurance policies, noodles, cold creams, cars… it’s a very long list. If this report is accurate, then DD would surely have got the footage erased a long time ago, leaving no trace of any evidence. The bigger tragedy of the 1984 riots was that there was no private TV channel at the time. Many powerful people would have been nailed had that been the case.

     

    Link: http://timesofindia.indiatimes.com/india/1984-riots-Why-nobody-noticed-Amitabh-Bachchan -spewing-venom-in-India/articleshow/10429011.cms?intenttarget=no

     

  • The zoozoos are still cute, but the situations can do with more laughs. The new crop of TVCs bring a little smile to your face, but they aren't hilarious

    Debrief: Vodafone: Zoozoos don’t make you LOL

    By Anil Thakraney

     

    The IPL is here and so are the zoozoos. I think Vodafone is doing absolutely the right thing. By not overdoing these creatures, they’ve ensured the idea remains fresh. And unleashing them during the IPL makes a lot of sense, given the ‘full family’ audience this chaddi cricket attracts.

     

    The new season arrives with a slew of new ads. And this time they’ve come up with a new addition: Midget zoozoos, so to speak. In one TVC, the midgets transport an opera singer right to a fan’s doorstep. This sells music on the phone. Another ad features them indulging in celebrity gossip. Yes, it’s the same strategy; Zoozoo antics tied to a specific Vodafone offering. This route has worked for the advertiser in the past, no reason why it won’t work again.

     

    However, there’s a problem this time: In the ads I have watched so far, I found the humour quotient to be low. Of course, the zoozoos are still cute, but the situations can do with more laughs. The new crop of TVCs bring a little smile to your face, but they aren’t hilarious. I’ll give you an example: I still recall one of the earlier ads, where a family of zoozoos is seen howling and shrieking as they rush out of a room. We later discover one zoozoo has applied a face mask, and this drives them crazy. This ad promoted beauty alerts. It was just too good, I still laugh when I think of that situation. That’s the kind of fun Vodafone needs to revive if they want the zoozoos to pack in the same impact.

     

    A tip for the creatives: Write these ads from inside a pub, and not from your office.

     

    Rating: (On a scale of 1-5): 3. Still cute, but humour needs to be upped

     

  • The people who will actually queue up to cast their votes will, as usual, come from the lower or very lower classes. They have no interest in the social media chatter, they give a damn about who tweeted what

    Anil Thakraney: The Feku/Pappu tamasha

    By Anil Thakraney

     

    Two stories from last week caught my attention. One, as the battle of Feku (NaMo) and Pappu (RaGa) got raging on the social media, with both their followers (many of them fake) getting into a mudslinging match, the television media got busy discussing the social media’s impact on politics. On whether all the fan following (or hatred) on Twitter will affect the fortunes of the netas in the next elections. Well, all they had to do was ask me, and save themselves a lot of precious airtime. The answer is a big NO. And I don’t say that because a vast majority (over 95%) of Indians aren’t connected on social media, that would be the obvious explanation.

     

    I say that because a vast majority of those who are, are likely to be from the Great Indian Middle Class. The class that cribs heavily but never goes out to vote (me included!). The kind of people who have opinions on politics but don’t wish to engage with the process. These people are having fun on the internet, and all they want to do is outsmart each other on the ‘retweet’ value, have a good laugh, and then forget all about it. The people who will actually queue up to cast their votes will, as usual, come from the lower or very lower classes. They have no interest in the social media chatter, they give a damn about who tweeted what. They will vote for the same reasons they always vote: Regularization of their bastis, a new bore well, electricity connection, etc. And they will vote keeping caste, religion, language, etc, in mind.

     

    In short, enjoy all the outpouring on the internet. It’s fultoo time pass, and nothing more.

     

    The other story was that ‘super exclusive’ on Times Now. Which involved bowler Sreesanth giving the channel a soundbite, which had him ranting about the ‘Slapgate’, an incident that happened five long years ago! What was funnier was Arnab babu excitedly announcing that ‘this is the biggest cricket controversy’. Wow, Mr Goswami, you call a slapping incident post an IPL match a bigger controversy than the assorted match fixing scandals? Anyway, Sreesanth is upset it’s still being called ‘Slapgate’, he claims he was never actually slapped. Apparently, our man was struck by Bhajji, with the latter using the back of his palm, and not the front. Therefore, according to Sreesanth, that can’t be called a slap. Haha. Two things: One, Arnab babu needs to dig harder for real stories if trash like this is getting him fired up these days. Two, mental Sreesanth needs urgent help.

     

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    PS: Interesting campaign by The Guardian for its US launch. Using graphic design, each ad puts out two sides of a heated political debate. The flip side of the ad reveals the flip side of the argument, so to speak. Fantastic work by the art director.

     

  • Once Modi positions himself as the Next Big Thing (which he’s very busy doing), it will be impossible for the BJP to nominate someone else

    Anil Thakraney: Full On Modi Mania!

    By Anil Thakraney

     

    So, mota bhai has decided to emerge from his Gujarat hideout for a Bharat Darshan. Modi has sniffed a golden opportunity of becoming the nation’s PM in 2014, and is therefore on a media feeding frenzy. No medium is being spared. Conferences, seminars, TV interviews, Twitter, 3D holograms, it’s all happening. And I think he’s doing the right thing at the right time. The janata is maha fed up of UPA’s assorted corruption scandals, and the BJP does have a chance to get back into power, provided, of course, they can hitch up support from regional satraps, and that’s not going to be easy.

     

    The 360-degree media blitz will not just get Modi quick national attention, it will help him crash Advaniji’s perpetual dream of becoming PM (as also the hopes of other BJP contenders). Once Modi positions himself as the Next Big Thing (which he’s very busy doing), it will be impossible for the BJP to nominate someone else.

     

    Even better news for the controversial neta is that the media fully reciprocates the love and affection. This is because Modi is a colourful character, a cool orator, and you can be assured of wicked soundbites. In complete contrast with his arch rival, Rahul baba, who’s a huge bore. This attracts journalists to the man like bees to a beehive (Oops! Politically incorrect metaphor, hehe). There’s another reason for the media’s lust for Modi, and I can say this as a journalist: I think each reporter/anchor is secretly hoping that the much demanded and much awaited apology to the Muslims will happen on his/her channel/portal/newspaper. Well, that apology isn’t coming anytime soon, but it keeps the journos on their toes. And I am pretty certain the clever Gujarati leader is aware of this, and is using it to his full advantage.

     

    Also, luck seems to be running on Modi’s side; Shri Jagdish Tytler, the face of the 1984 anti Sikh riots, is here to help mota bhai’s cause. With the case reopening now, the Congress’s 2002 anti-Modi strategy gets instantly negated. So, expect a Modi media blast right till the next general elections. Of course, whether it will convert into votes, and the PM’s job, is another story.

     

    ***

     

    PS: This is not for the attention of Narendra Modi, he already knows how to handle the press. But every stuck-up, self-obsessed Indian movie star and celeb should watch this video. This is Jennifer Lawrence at a press con, soon after winning the Oscar. Witty, charming, disarming, natural. That’s the way to go, people.

     

     

     

  • Good work. In terms of both, the strategy and the creative. Well, the ad agency has delivered. Now it's up to the Goibibo team to meet their deadly promise

    Debrief: Goibibo: Good use of metaphor

    By Anil Thakraney

     

    Sharp work from the Goibibo guys, and quite literally too! The strategic thrust is to diss the rivals and gain brownie points in the process.

     

    The setting is an operation theatre. A ‘patient’ is on the bed with multiple knives stuck into his back. When the surgeon arrives, our patient complains about being stabbed in the back by his regular travel agent/portal, that too on several occasions. On account of cancelled airline bookings, being offered horrible hotel rooms, etc. The cool surgeon, instead of operating on the poor fellow, digs the knives back into him, and recommends Goibibo.

     

    This wild approach will help the brand get a good recall when people plan their travel. One, because most people will have had all sorts of bad experiences on their journeys. And will report stories of the ‘missing in action’ travel agent when things went wrong. Therefore viewers will immediately empathise with this creative. As a new brand, Goibibo needed a platform like this to take off. I also like the use of ‘being stabbed in the back’ metaphor as the central idea. It gives the ads visual drama and helps build a long-term memory hook. And it makes the ads entertaining to watch.

     

    Good work. In terms of both, the strategy and the creative. Well, the ad agency has delivered. Now it’s up to the Goibibo team to meet their deadly promise. They let the travellers down, and Goibibo will have to be ready to face frontal knife attacks. J

     

    Rating: (On a scale of 1-5): 3.5 Edgy creative backed by sound strategy

     

  • Time for debates and angry tweets/FB updates is over. It's time for hard action. The Goafest organizers should announce that scam ads entered slyly as official work will invite a hefty fine for the ad agency

    Scamadgate-2 | Anil Thakraney: Penalize the scamsters

    By Anil Thakraney

     

    There has been a rather muted reaction to Leo Burnett’s Tata Salt scam radio adverts. In contrast with all the sound and fury over the JWT Ford Figo ads. Surely Burnett’s ‘crime’ isn’t any lesser. I can only think of one reason: The ad junta is tiring of news on scams, a few senior industry folks I spoke with only shrugged with helplessness and resignation: ‘So what’s new, man?’

     

    Enough has been discussed on the subject of scam ads (including by myself), so there’s nothing more to add. However, I am now convinced all this talk has been pointless, that scams will always rule in the desi ad world. Not just because these ads land people new jobs and increments (and are therefore created), but because India is a country of scamsters. There’s a ghotala happening in all walks of life, so why must the ad frat be any different, they haven’t arrived from Pluto. I guess the time has come to accept that they will happen again and again. And therefore, the debate must shift from ‘How to cure this disease’ to ‘How to control it’.

     

    The social media buzz suggests creating a separate category for scam ads, thus legalizing them. This idea is as old as the hills, I recall proposing it fifteen years ago in the ad mag I was editing at the time. This will never work because once they are called ‘Unreleased Work’, such ads will not land people any real recognition, and therefore no new jobs. Agency heads will treat it as ‘jerk-off’ stuff, and dismiss it. So then what to do?

     

    I think the solution lies in financial punishment. For the next year, the GoaFest organizers should announce that scam ads entered slyly as official work will invite a hefty fine for the ad agency. Let’s say, a penalty of Rs 25 lakhs per scam ad. The world’s second oldest profession isn’t generally respected by the masses. And that can be corrected a bit by passing on the amount collected as fines to charity organizations. The ad world gets a positive name, and the threat of monetary loss will deter many potential scamsters.

     

    The GoaFest team must give this suggestion a serious thought if they want their trophies to get some respectability. They need to play the role of cops, and not just festival organizers. Because frankly, I can’t think of any other way out of this rotten mess. Time for debates and angry tweets/FB updates is over. It’s time for hard action.

     

    ***

     

    PS: On a recent visit to Delhi, I noticed that this product finds pride of place in the medical store shop windows. Not surprising, given the rising rate of crimes against women in India’s capital city. At this rate, ‘Pepper Spray’ will replace India Gate as Delhi’s glowing symbol.

     

  • A pat on the back to Blue Star for taking this dangerous route. Quite clearly, they have chosen clutter-breaking as the primary communication task, and the ad delivers on that score. The madcap work will get the brand noticed

    Debrief: Blue Star: Cool approach

    By Anil Thakraney

     

    Haha. A cute ad from the Blue Star air conditioners guys… in fact, the crazy treatment tells me that advertising for this product category is getting precariously close to that of candy adverts.

     

    The idea is this: Keeps the boss cool. At home and at office. The message is delivered through jazz music. So the male boss acts like he’s maha agitated, and so does the lady at home. Their anger resonates to the beat of the tense music. Once the Blue Star a/c is switched on, both immediately cool down, and their body language matches with the now pleasant musical strains.

     

    A pat on the back to Blue Star for taking this dangerous route. Quite clearly, they have chosen clutter-breaking as the primary communication task, and the ad delivers on that score. The madcap work will get the brand noticed. It’s also treated well, there’s entertainment in-built within the idea, without the need for any spoken words. So that’s fine. But that still doesn’t change the fact that an a/c will set you back by thousands of rupees, and a consumer will surely want to know a lot more about the brand. Guess the Blue Star team is leaving that task to the showroom salesman.

     

    Net net: It’s a dicey strategy and can easily backfire. However, one must give the advertiser credit for taking that chance. Especially if they have nothing unique to boast about the product itself, and I suspect they don’t.

     

    Rating: (On a scale of 1-5): 3. Risky ad but it does smash the clutter.

     

  • It's going to be 'hello, water cooler' once again as the Yahoo! CEO doesn't like employees working out of homes, writes Anil Thakraney and asks: Is it a big high winning a cricket World Cup when Australia and England don't take part

    Anil Thakraney: Indians are poor home workers

    By Anil Thakraney

     

    Yahoo!’s CEO Marissa Mayer doesn’t like her employees working out of their homes. So she’s turned the ‘tech connectivity’ clock into reverse mode, and it’s back to the good old ‘water cooler’ for thousands of rather displeased Yahoo! staffers. The HR memo explains Mayer’s rationale: ‘Speed and quality are often sacrificed when we work from home. We need to be one Yahoo!, and that starts with physically being together.’

     

    I agree with Mayer in principle. It’s not just about speed, the best ideas happen when you collaborate face to face, and that simply cannot happen over e-mails, phone calls and Skype. I have been working out of home for some years now, and the one thing I miss the most (from my last full time job with Mumbai Mirror) is the fertile smoking zone (don’t know if it still exists in these hyper politically correct times). Not just because we used to bond there, but that bonding often resulted in leads and new angles for stories and opinion pieces. Now that I work on my own, there’s no one to bounce off ideas with, I have to rely on my own instincts. And admittedly, that’s not the ideal scenario.

     

    Having said that, must say this arrangement works nicely for me. The peace (no loud phone conversations in the background) is a huge bonus. And there’s no chance of being distracted by pretty staffers traipsing around my cubicle. Not to mention the obvious benefit: Being able to duck the mind-effing Mumbai traffic jams. And of course, that biggest plus of all (for us men): Not having to shave every day. The productivity therefore shoots up, and am able to achieve more in a work day. And still have time left to do my own thing. Ms Mayer may have overlooked these advantages in her controversial memo.

     

    And yet, I can say with some degree of confidence that in the Indian context, the ‘work from home’ policy will seldom work out. This is because we desis are natural shirkers, and when left unattended, most of us will go off track. Also, many Indians live within joint family households, and this can lead to many disturbances. In addition, India isn’t a nation known for its strong work ethic. Even while being on the employee payroll, I am certain some staffers would be using time to make a quick extra buck from elsewhere. Therefore, when viewed from our prism, Mayer does have a point. Perhaps she should have restricted the memo to Yahoo!’s Bangalore office. 🙂

     

    PS: Congrats to Leo Burnett for scoring big at the Goafest. Was refreshing to see folks dressed in colourful clothes (rather than the usual all-black) in the Big Winner picture. However, with O&M backing out this year, and Lowe as usual not participating, does this victory really amount to much? Is it a big high winning a cricket World Cup when Australia and England don’t take part? I suspect not.

     

  • The creators overlooked one very important aspect of light-hearted, quirky, cold drink advertising: The ad should leave a little smile on your face. If that doesn't happen, there's no question of feeling 'up'

    Debrief | 7UP: Not feeling up!

    By Anil Thakraney

     

    7UP is back this summer with the same positioning: ‘I feel up’. But the commercial I watched did anything but. Because there’s a clear problem with the ad, and we’ll come to that shortly.

     

    So this young girl is accosted on a street by a Kathakali performer. He offers her a 7UP, switches on his portable deck, and starts grooving. Not to classical music, but to a mix of desi pop, dandiya, salsa and god knows what else. This scene naturally gathers a crowd around them, and for some strange reason, our girl feels ‘up’.

     

    Didn’t work for me, though. For one, the commercial tries very hard to be different in order to attract your attention. And that often puts you off as a viewer. The effort must never show, this should be a natural process. Two, 7UP’s earlier TVC with actor Sharman Joshi and a penguin was at least a little lively and peppy. This one leaves you cold (and that’s no thanks to the cold drink). Where the new commercial fails, is that while trying to be ‘different’, the creators overlooked one very important aspect of light-hearted, quirky, cold drink advertising: The ad should leave a little smile on your face. If that doesn’t happen, there’s no question of feeling ‘up’.

     

    A side-note: I would be shocked if, on a street corner, a strange looking character tapped me on my shoulder and offered me a free drink. And if I was a girl, I would flee. And then quickly Tweet/FB my experience. Now THAT would make me feel ‘up’. 🙂

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=ZfGlPwyN1_4[/youtube]

    Rating: (On a scale of 1-5): 1.5 Tries too hard to entertain. Fails.