MxMIndia

Tag: Hard Knocks

  • Much to the Bachchan clan’s dismay, I am sure, baby Aaradhya’s snaps are all over the media. She’s already become a celebrity in her own right.

    Anil Thakraney: Media’s lust for Aaradhya

    By Anil Thakraney

     

    Much to the Bachchan clan’s dismay, I am sure, baby Aaradhya’s snaps are all over the media. She’s already become a celebrity in her own right, a Google search throws up nearly 300,000 links. This is not what the Bachchans wanted at all, they have all along been taking every possible precaution to ensure the baby is kept out of the reach of eager photographers.

     

    Now, I understand the media’s desire to click celeb children pics, the janata would want to see them. There is a great deal of interest in celebrities, and this happens in most parts of the world. What amazes me, however, is that Amitabh Bachchan, despite living (and thriving) in the spotlight for all these decades, is in denial about this fact, and therefore all those valiant attempts to conceal the baby’s face. I wonder why the family must behave thus. They do proudly introduce Aaradhya to all their friends and acquaintances (Ms Oprah Winfrey included), so why would they deprive their zillion fans of a little ‘mooh dikhai’? All that will happen is that the fans will feel happy, and would most likely bless the child.

     

    Here’s what I suspect, and I sincerely hope I am wrong about this: The Bachchan family is renowned for being deeply superstitious. Could it be that some sort of a strange belief compels them to keep Aaradhya away from the public glare? Does it have something to do with the chance of an ‘evil eye’ attack? I really hope not. That, if true, would be a real pity, coming from such an educated, well-travelled and cultured family.

     

    As for the press, my own view is that if a famous family does not wish to share its happiness with the aam junta, the media must shun them, however big their celebrity status might be. And I had said the same thing when the Bachchans badly wanted to keep the media out during the Abhi-Ash wedding, some camera guys had even got punched and kicked by the security personnel.

     

    People, I am all for exclusives and scoops. But not at the cost of self-respect. That should be placed above all else. Let’s be hungry, not desperate.

     

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    PS: A horror story posted by a Volkswagen customer on a discussion forum. Volkswagen India should spend all their monies in keeping their clients happy, rather than splurging it on silly media ‘innovations’. Vibrator? Oh, puhleeeaze! This example also highlights the power of social media, and why corporates can take it lightly only at their own peril.

     

    http://www.team-bhp.com/forum/indian-car-dealerships/126160-ksm-motors-smashes-customers-jetta-joyride-vw-india-silent-issue.html

     

  • KBC appears to be India's only hope and home for the common men and women to try their luck and up their bank balance a bit, writes Anil Thakraney

    Anil Thakraney: KBC: Winning desi hearts

    By Anil Thakraney

     

    Everyone is surprised by the massive success of Kaun Banega Crorepati, which is now in its sixth season. I have a simple explanation: The Congress leaders said their party is with the aam aadmi, and they won the election in 2009 on that promise. Well, scams-ridden Soniaji & Co totally let the aam aadmi down, and the junta had nowhere else to go. Enter KBC. India’s only hope and home for the common men and women… to try their luck and up their bank balance a bit.

     

    KBC 6 opened to a rating of a staggering 6+ points (though NDTV will have doubts over these figures, hehe), and is now hovering at around 5. These ratings are actually spectacular, given the competitive scenario in the GECs segment, and also considering that this is an old show. Well, what’s happened is that KBC has become a truly desi gig, much like cricket, and it’s difficult to imagine that the format was created in another country. The Indian masses have made it their own… folks gather together to watch it, much as they would congregate at the village mela or at the ration shop in the cities. And Bachchan’s easy connect with the masses has made this very possible. He is like the adorable sarpanch of the village, the good headmen people like and trust.

     

    I watched a few episodes of KBC 6, and must say it’s packed with sponsors and advertisers. This is the only confusing aspect in my mind. Because I suspect the big-city upper and middle classes have lost interest in the show, and it’s the lower middle class and people from small towns and villages who provide the viewership numbers. So while the TRP figures are high, they aren’t coming from the rich urban middle class. Does that not put off most advertisers? I would imagine it would. So then why are they paying for the show? The only explanation is that perhaps the advertisers have found a single, convenient medium in KBC to reach out to India’s heartland. And this explains KBC’s commercial success as well.

     

    So, good show on all counts. However, the sad reality remains: The aam aadmi has to look to a TV serial for succour, having been failed by the political class.

     

    ***

     

    PS: Brilliant example of how to use a celeb in advertising. Acer Ultrabook exposes the hidden passion of the macho ’24’ television series star, Kiefer Sutherland. And that passion happens to be cupcakes! What I like about the treatment is that the ad exploits the star’s famous persona, and yet delivers a surprising solution. Cool!

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=5zemXwxg8Og[/youtube]

     

     

  • There is just one reason behind the PM's sudden burst of energy (following his comatose posture since the year 2009) and the announcement of a slew of economic reforms. Uski lagi hui hai, as my tapori pal from Colaba says.

    Anil Thakraney: PM’s last desperate act

    By Anil Thakraney

     

    There is just one reason behind the PM’s sudden burst of energy (following his comatose posture since the year 2009) and the announcement of a slew of economic reforms. Uski lagi hui hai, as my tapori pal from Colaba says. MMS has been battling one mega scam after another, and at this rate, not only are his own days numbered, so are his government’s. Singh has also been getting repeatedly trashed in the media, both local and international. He knows he’s going down the tube, and the reforms are a last ditch measure to gain a few quick brownie points. The reforms package announcement has also moved the media’s attention away from the assorted scams, and this must have been a part of the master plan.

     

    No matter. Whatever be the reason, the reforms are more than welcome, at least some of the foreign investor confidence shall get restored. Even if the Congress’s allies and its rivals put in roadblocks along the way. I was in London recently, and over a drink, my corporate friends out there said to me the India Inc story is pretty much over, that the focus is back on China. And this is the general sentiment across the world. Clearly, something had to be done and done fast, and one hopes that MMS, now that he knows he’s crashing out, will set into motion many more reforms. Not just in aviation and retail, FDI needs to be invited into many sectors, particularly those related to core infrastructural projects, education and health.

     

    That the UPA isn’t coming back in 2014 is a given. It is also true that things won’t be any rosier under BJP’s leadership. (Unless Narendrabhai becomes PM, which is highly unlikely, what with his aides being sent to prison enmass on charges of rioting). Therefore, am happy that MMS has woken up at last, and is thinking about India for a change.

     

    It doesn’t sound very nice that the fading Manmohan Singh will be best remembered for facilitating the arrival of Wal-Mart and IKEA into India. But I can live with that.

     

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    PS: Although I am not really a fan of swear words – I believe it’s the cheapest way to get attention – it is true that they are being flung around quite freely these days. And the ad world guys and gals are most notorious for this habit. Here’s an interesting article on how to use swear words effectively, and without causing offence. And how it can actually help in bonding with people.

     

    Link: http://www.tatler.com/news/articles/september-2012/mind-your-language

     

  • To begin with, it is the developers who went to court, it is they who should be paying the penalties on late VAT payment. Why are the developers being allowed to pass this burden on to flat owners?

    Anil Thakraney: Flat buyer ki VAT lag gayi!

    By Anil Thakraney

     

    One industry that rarely gets attention in the media is the real estate sector. And that is strange, it should be under the scanner all the time. In nexus with dirty politicians, certain developers have not only usurped public land, they have directly contributed to promoting massive corruption in the country.

     

    Developers are in the news these days (for the wrong reasons, of course), because the Maharashtra government is all set to levy VAT on properties purchased between the years 2006 and 2010. The developers’ association went to court against this order, but they lost the case in the High Court, though the final verdict has still to arrive from the SC.

     

    When I first read about this news, I almost collapsed from a heart attack. Imagine a middle class aadmi being suddenly ordered to cough up lakhs of rupees for no fault of his. (I bought my house in the year 2008.) Later when I discovered that the VAT is only applicable on properties purchased in under-construction projects, I shrieked hysterically with joy, as I don’t fall in that unlucky category. But thousands of residents who do, will now suffer. Simply because the developers are merrily passing on the VAT burden and the late penalties onto the flat owners.

     

    Where is the justice in this? To begin with, it is the developers who went to court, it is they who should be paying the penalties on late VAT payment. The residents had no fricking clue about this! So then why are the developers being allowed to pass this burden on to flat owners? Secondly, many developers hid the clause of the possible VAT payment from the buyers, while selling the flats. So why must the latter suffer today because of this deliberate omission of fact? To give you an example: If the developer had said to me at the time of booking the flat, ‘Dude, the total cost is Rs 75 lakhs, but you may have to shell out another five lakh rupees because of VAT’, I might have backed out of the deal altogether. But this wasn’t communicated to me.

     

    So, as usual, the poor consumer will suffer. The developers and the state government will both, as usual, laugh all the way to the bank (or wherever else they keep the loot). I really think the mass media and the business press needs to keep a sharper eye on the goings-on in the glittering world of real estate business. I am actually looking out for many sting operations to happen.

     

    ***

    PS:  Seems like Volkswagen’s ‘vibrating’ innovation has landed the company in a bit of bother. Someone from Volkswagen posted a highly sexist and offensive tweet, obviously miffed at all the negative comments in the social media. And then they quickly deleted the said tweet, but it was too late, the damage had been done. So who’s the one shivering now? Hit the link for details on the sexist tweet.

     

    http://lighthouseinsights.in/volkswagen-india-twitter-fail-story.html

     

  • While I agree that charges of sedition are misplaced in this case, it is equally true that Trivedi needs to face the music

    Anil Thakraney: Criticise. Don’t piss

    By Anil Thakraney

     

    And we are back to debating that same old contentious issue: Freedom of speech. This time it’s been triggered by a young cartoonist who decided to have some cheap fun. And Trivedi has got what he obviously wanted: Attention and free publicity.

     

    No, I am not supporting the fellow. While I agree that charges of sedition are misplaced in this case (and are likely to be dropped due to the brouhaha in the media), it is equally true that Trivedi needs to face the music. Yes, I am totally fine with freedom of expression as guaranteed in the Constitution, and am all for criticism and negativity (I thrive on it myself!). But I have no time for people who piss on symbols/emblems that are sacred to the nation. Because, aside from generating some publicity for the creators, they bring about no change at all… in fact, they make many of us cringe with disgust.

     

    Writers and cartoonists must understand that while it’s kosher to lampoon netas and their political parties, it’s not cool to trash the nation itself. India is a great country, it was founded on the correct principles, it is indeed the microcosm of all the good things the world has to offer. It is the unworthy leaders of post-independence India who have consistently damaged the idea of India, and it is THEY who deserve our scorn. Not the nation itself.

     

    In that context, I am all for Trivedi being punished a bit. So that the right lesson goes out to all attention-seeking mischief mongers. RK Laxman made us smile/angry/sad with his satirical cartoons on politicians, but not once in all those years did he cause offence. Young cartoonists like Trivedi must learn something from him.

     

    Having said the above, the one good thing that must emerge from this controversy is that the law of sedition needs to be redefined and amended. It must be reserved for those who provoke violence and hatred in the country.  Cartoonists with ‘g&%d mein kida’ must be made exempt from this charge. Ironically speaking, it’s too big an honour for them!

     

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    PS: Noticed this at a shop in London. Free mineral water when you buy a newspaper! An example of the intense pressure to survive that newspapers find themselves under, in the Western world. One fine day this is going to happen in India as well. Proprietors will have to offer condoms and papads to entice us into buying their akbaars. Sad.

     

     

     

     

  • This is not the first time an agitation has been threatened against TV shows that feature Pakistani artists. And it's not going to be the last time either

    Anil Thakraney: Sur Kshetra of commerce & politics

    By Anil Thakraney

     

    Raj Thackeray’s party has announced that they will disrupt the shooting of the new musical reality show called Sur Kshetra. And the VIP juror, Ms Asha Bhosle, has sweetly turned down their demand to exit from the show. All this tamasha because some Pakistani performers will do their number on the said reality show. At the time of writing this piece over the weekend, there’s a stalemate.

     

    So then what must the channel, Colors, do? Well, they can’t alter their programming at this stage, that’s for sure. Not just because costly contracts have already been signed, am quite certain a whole lot of the shooting is already completed. Also, and the channel CEO won’t admit to this for obvious reasons, secretly they might be thrilled with Raj’s diktat. Solid, free publicity is always welcome. Especially for a super expensive entertainment TV show.

     

    Anyway, this is not the first time an agitation has been threatened against TV shows that feature Pakistani artists. And it’s not going to be the last time either. The view that the channels always take, that these shows promote peace and harmony amongst the two nations, is bunkum. If music and sports could have solved the Kashmir dispute, then it would have happened a long time ago. The only reason the Pak artists get invited here, is because they sell. We may not love our neighbour very much, but we are quite curious about them, and are keen to see more of them. So there’s only commerce behind the idea of inviting the ‘enemy’.

     

    Now, let’s assume for a second that this situation is worrisome for the channel chiefs, that they don’t really want this recurring headache. In which case, what’s the way forward? Because this issue will keep cropping up again and again. In my view, the answer is very simple: They must threaten to shift their shoot locations out of Maharashtra. Perhaps a threat of that sort would panic the ruling state government into some kind of action.

     

    And where might they choose to go? Very simple! Motabhai Narendra Modi, India’s only business-savvy CM, is waiting with open arms. He loves taking in businesses booted out by politicians in other states. Ask Mamata Didi.

     

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    PS: This one is especially for all the underpaid, overworked, harried young account executives in advertising agencies. Who are made to do all those thankless, ridiculous chores. Including putting the boss’s glitzy presentation together. 🙂

     

  • 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.

     

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    [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!

     

     

     

  • 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.

     

  • Why can't citizens of our free country be given the option of analogue or digital, asks Anil Thakraney, wondering how all the money that set-top box makers will be earning will be divided.

    Anil Thakraney: Dude, who moved my analogue?

    By Anil Thakraney

     

    Today morning my maid asked for a loan of a thousand bucks. And when I gently enquired about the reason behind the urgent need, she very sadly replied: “Sir, set-top box lene ka hai. Nahin toh TV band ho jaayega.”

     

    Yes, she’s alarmed. Because the threatening ads keep pouring in. And as the D-Day gets closer, their frequency has shot up. We in Delhi, Mumbai, Kolkata and Chennai are warned that if we don’t go digital by the end of this month, there will be a black out on the idiot box. And as you can imagine, there’s a mad scramble for the set=top boxes. Given the wayIndiaoperates, there will be mayhem in the last week of June, because most of us do things at the last moment, that’s our culture. And I shan’t be surprised if cable operators start hawking the boxes in black. That too is our culture.

     

    Here’s the link to the detailed story on this subject done by mxmindia, which indicates the threat may be pushed by a few months:

    http://www.mxmindia.com/2012/06/ready-steady-go-or-delay

     

    On the face of it, the government is desperate for a switch from analogue to digital for technical and aesthetic reasons. And because the very sensitive government of ours (ROTFL!) wants us to enjoy better picture quality. (To be honest, it’s best to watch most of our heavyweight netas via inferior quality transmission.) And all this even as a vast majority of the people in this nation is quite cool with the analogue signal. Not just that. The poor are struggling to pay for the set-top boxes. And the elderly citizens are worried about having to learn new tricks in their sunset years.

     

    Now, I don’t quite understand the technological reasons behind digitization becoming mandatory. What I do want to know is this: Why can’t the citizens of this free country be given the option? So that people desirous of better picture quality can switch to the digital mode. And those who are happy with analogue, can stay with it. As far as rate structures goes, surely the concerned ministry and TRAI can work out rate cards in consultation with the various cable operators.

     

    Here’s my own feeling: I suspect digitization is being made compulsory because the set top-box makers are about to run into some serious dosh. How all that moolah will be divided, I leave for you to imagine.

     

    PS: A fantastic way to demonstrate the might of the aam junta. Created by TBWA Paris for Amnesty International, the film highlights how signature campaigns work effectively in fighting crimes committed by those in positions of power. Hard hitting!

     

    Anil Thakraney is a senior journalist, commentator and adman. He is also Editor-at-Large, MxMIndia. The views expressed here are his own.

     

  • 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

     

     

  • So I have 'upgraded' to 94.3 Radio One. Spending time in the car, despite Mumbai's horrendous traffic conditions, has become fun once again. The only problem is the bloody ads. Most of them are sick, boring and nerve-wracking to hear.

    Anil Thakraney: Good FM, pathetic ads!

    By Anil Thakraney

     

    Okay, so I have ‘upgraded’ to 94.3 Radio One and have chucked all my CDs into the Arabian Sea. Spending time in the car, despite Mumbai’s horrendous traffic conditions, has become fun once again. And I must say the RJs don’t ramble much, and the music collection is superb. A good mix of new stuff and retro. So far so good.

     

    The only problem is the bloody ads. Most of them are sick, boring and nerve-wracking to hear. And each ad enjoys high frequency because radio is an inexpensive medium. Imagine what a downer it is to listen to rubbish in the middle of Coldplay and U2. This is like a tapori waiter on duty at the Zodiac Grille. Doesn’t work. So who’s at fault here, can we blame the radio station? Ideally, 94.3 should be picky about the sort of ads they broadcast, so that the overall ambience of the station doesn’t get screwed. They cannot disown the ads completely. But private FM radio stations are bleeding in India, so we really can’t blame them for lapping up whatever ads they can get their hands on. They have to survive, no? So I guess the station can be forgiven.

     

    What cannot be forgiven is the sad quality of the radio ads. I cannot understand why, after all these years, agency creative directors don’t get this fantastic medium. At a very low cost, one can produce award winning work in this space. With no dependence on visuals, the listeners’ imagination can be fired, they can be left to fit in their own images. And how very tantalizing that can be! I suspect the key reason radio advertising continues to languish is that the entire attention of the ad agencies is focused on TV commercials. And perhaps radio spots are still being written by bored copy trainees, who must be treating it as a chore rather than as a creative challenge.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=oG3JPvH3tO0[/youtube]

    Come on, dear Creative Directors. It’s a fab medium and a huge opportunity. Don’t waste it. And I would also appeal to the clients not to accept garbage scripts. They must put pressure on their agencies to come up with sparkling radio spots. Even if the spots cost less, money is being spent on them, so they better be paisa vasool. If the brand managers quietly accept mediocrity, then that’s what will be dished out to them.

     

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    PS: Haha. Armani shows you how to tip the room service staff. I strongly suggest you don’t try this out in a desi five star hotel. The consequences can be grievous!