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Tag: Prathap Suthan

  • This is not something that will transform people from dull writers to sparkling geniuses in three hours, but will make them figure out, stumble on their own methods and ways of dealing with inspiration, says driving force Prathap Suthan.

    Alt Del to conduct writing workshop

    By A Correspondent

     

    Alt Del (The Delhi Alternative) is conducting a writing workshop, worDomination -make words obey you- on December 3 at the Alliance Francaise, New Delhi from 9 am to 12 pm. The workshop aims to help writers, aspiring, junior, upcoming, jaded, tired, et al.

     

    Elaborating on the workshop, Prathap Suthan, who is the driving force behind Alt Del, said, “I plan to share a few ideas on how to get words listen to people. Or how to get the right words to express. This is not something that will transform people from dull writers to sparkling geniuses in three hours, but this something that will make them figure out, stumble on their own methods and ways of dealing with inspiration.

     

    “I’ll be discussing effective ways that would impact them, and help them come out of the workshop better than ever. Writing is a process, and it’s a lifelong process, but if one is armed with mental tools and guidance systems to impel their talent, they could become more prolific. I believe that words ought to be subservient to writers, and writers need to be the masters of their words. Words cannot be disobedient little things that have a mind of their own. They need to heel, they need to pay obeisance, and they need implicitly listen to their writer. Hence, all the communication that’s gone out on the workshop has been created along the more contemporary theme of ‘domination’. The workshop is called ‘worDomination’- make words obey you.”

     

    The workshop is one of the winter’s many ideas from Alt Del and is open to everyone in the communications industry and not just restricted to advertising professionals.

  • Benetton tried to spread an anti-hate message with its campaign showing public figures, including the Pope, locking lips. Unfortunately it backfired and drew the Vatican’s anger instead. What does the industry have to say about the fiasco?

    Benetton’s shock treatment works, say creatives

    By Tuhina Anand

     

    Benetton’s Unhate campaign aimed at leaders and citizens of the world to combat the ‘culture of hatred’ with its Unhate Foundation has shocked many. One of its visuals showed Pope Benedict XVI in a lip-lock with Imam of Al-Azhar mosque in Cairo. This has caused such a furore that the ad had to be pulled off and an official statement on Benetton’s website said, “We reiterate that the meaning of this campaign is exclusively to combat the culture of hatred in all its forms. We are therefore sorry that the use of the image of the Pope and the Imam has so offended the sentiments of the faithful. In corroboration of our intentions, we have decided, with immediate effect, to withdraw this image from every publication.”

     

    Some of the other people in the lip-lock campaign are Barack Obama and Chinese leader Hu Jintao, Palestinian President Mahmoud Abbas and Israeli Prime Minister Benjamin Netanyahu, Angela Merkel, the Chancellor of Germany and Nicolas Sarkozy, the President of France and King Jong II, the Supreme Leader of North Korea and Lee Myung-bak, President of South Korea.

     

    The campaign is being used to launch the Unhate Foundation which champions a new culture of tolerance and combats hatred. What could be better than to show two political figures who are often at loggerheads kissing each other thus signifying the basic of love and reconciliation. Not to forget that the provocative images immediately catches the eye and even raises many eyebrows. So in that way Unhate Foundation and its advertising on its very first day of launch managed to create a stir.

     

    The campaign has been lauded by many in the fraternity. Prathap Suthan, Chief Creative Officer at iYogi, calls it brilliant.  He said, “I bet it’s taken them a million tons of conviction to come out with it. It’s not every day you get to showcase Presidents and Popes kissing each other. As a campaign, it doesn’t get much bigger, bolder or more controversial than this and yet remain hugely relevant. In the context of the world, where there’s violence, and gore, and all kinds of hate, unhate seems to be a great thought to own. Plus all the free PR this is bound to create.  This campaign has multiple layers – from colour to history to geography to homosexuality to religion to culture to love and peace. It’s a genuine Benetton campaign. And it comes at a moment when the brand is flagging. If you can get the world talking about your campaign, whether you like, love or despise the thought and the representation, the brand wins hands down. I would never have the spine, guts, and spheres to think/back this kind of a campaign. Not just me, none in India. Great campaign. Great brand. Lousy clothes, though.”

    In fact, the campaign is reported to have given a lift to Benetton’s flagging sales. But this is not a first for the brand. It has been championing social causes with its controversial ads even in the past. As Manish Bhatt, Founder Director, Scarecrow Communications Ltd, remarked, “If this attempt was made by any other brand one would dub it as a move to be controversial but Benetton has historically never been timid. It has been pushing boundaries hence the current ad very much adheres to brand personality. Creativity is known not to adhere to political correctness be it in art, poetry or advertising. Benetton has been consciously doing this for years.”

    Even earlier Benetton has pushed boundaries when it took on issues of racism and homosexuality with its simple, compelling but controversial advertising. Priti Nair, Founder, Curry Nation, says that it’s Benetton and the advertising remains true to its personality. She said, “I have read that Benetton is calling it a touch of ironic and constructive provocation. Which it is!”

    KV Sridhar aka Pops, the NCD at Leo Burnett said, “The intention of Benetton advertising is good, however shocking it might be, but then its Benetton. Hugging would probably be more easily accepted imagery but then it would not have caused any shock as the kissing is doing now.”

    The campaign is supported by film, guerilla actions across the world showcasing the visuals and the digital where a Kiss Wall is created and people invited to share their pictures of their kisses and opinions besides Unhate list, a Twitter-based list of the things and people that are not hated, which is constantly updated by visitors. There will also be an Unhate Dove, an art installation made using empty bullet shells sent in by residents of war zones around the world and recycled to make a dove, the symbol of peace, which will carry with it the Foundation’s message of peace.

    The campaign in that sense is encompassing an entire ecosystem to unveil the concept of Unhate which many may argue to be grammatically incorrect. The Foundation aims to be a think tank, attracting personalities and talents from the fields of culture, economy, law and politics, and people who have gone from simple citizens to leaders of movements, distinguishing themselves through their ideas and actions against the causes and effects of hatred.

    While the campaign is controversial and getting people to talk but the truth is that it is meant to just do that. Arun Iyer, National Creative Director Lowe Lintas, said, “The campaign is designed with all intention to court controversy and it’s successfully doing that. At the concept level, Unhate is something no will have any issue with whereas at the visual level this will cause lot of talk. I think it has succeeded in doing what it is supposed to do!”

  • There are times when you are saddled with clients who aren’t worth your aching back. People so daft, you’d rather terminate them than self-destruct yourselves.

    The Anchor: Prathap Suthan on 10 character indicators for an agency to dump a client

    Nothing is more rewarding than a client who sees the agency as its redeemer, partner, marketing dept., brand builder, wealth creator and undying fan. Most of us have had the pleasure to work with some fantastic and inspirational clients.

    But there are also times when you are saddled with clients who aren’t worth your aching back. People so daft, you’d rather terminate them than self-destruct yourselves. I once worked for a global automobile client who turned out to be the worst kind, and I bayed for sending them a sack letter screen-printed on a jute sack. However, the agency bookkeepers were too bothered about pending bills and we eventually had to pitch a bigger automobile client, win the business, and then eject the client.

    I am sure you can do without a couple of clients in your portfolio. Clients who don’t let you do great work, clients who have stopped contributing to your bottom line, clients who keep you on a diet of insults, and clients who don’t share your passion. You don’t need me to tell you what you need to do. But just in case, you missed the signs, here are some telltale client characteristics or characters you must look out for. There are more, but these are perhaps the more evident symptoms.

     

    #1 When the client turns Scrooge

    Here’s the client who changes stance all of a sudden. Every cost, expense, investment has to be borne by the agency. Almost like it’s the agency’s fault that the client has to spend money to advertise. This is a reflex to a cost cutting drive initiated by the CEO, and it’s a time when they’d like to evaluate all past spends. With supporting bills. From here on, you aren’t going for meetings on advertising and brand building. They will be all about haggling. Trust me, this relationship will lead you to Shylock.

     

    #2 When the client turns Cinderella

    This usually happens when the Lala’s young son or daughter takes over the business. Armed with a fancy MBA from hinterland USA, this zero advertising brain will never get the big picture. Do all you want, and waste all your adrenaline. Everything that you do will never be up to the mark, and everything you do will be incomprehensible. Criticism, blame, and threats are what you’d now hear. And if you are not an agency making names in the wine circles, your time was up yesterday. This pumpkin will implode.

     

    #3 When the client turns Piyush

    There comes a time when the CMO changes his role. Overtly. Instead of ensuring that the marketing team gets their briefs right, the head of marketing suddenly becomes the CD on the account. Once is a while, all CMOs will like their pet idea to bloom into life. We will even indulge them. There will be scripts thrown at you, plots suggested, headlines rattled off, references to Nike, ‘when I met Piyush’, etc. But when these become a daily affair, and when the regal curls of your agency’s moustache droop, pull the damn plug.

     

    #4 When the client turns Titanic

    All of sudden, you’d notice that your client has hit an iceberg. There’s been an inexplicable end to work. Even a little sticker is on its 9th iteration. And the discussions are all over the place with hints of sarcasm and remorse. Somewhere he or she has become unsure, rudderless, and powerless. He or she has lost clarity, focus, and is possibly on grace period. Your bills too have been on hold for a couple of months. This is a sinking ship, determined to take the agency down with it. Get the lifeboats out.

     

    #5 When the client turns Jellyfish

    This is a variation to the above. This is about the disappearance of the conviction bone. When major campaigns are presented to the Board,or when budgets are shared with the CEO, or when a piece of creative has to be defended, this variety will make its appearance. They will turn white, or pretend to take an urgent call, or look at you with a pleading sweetness. Beware, this is poison. Soon, everything you do will come back to you, everything is your mistake, as are the listless results of every campaign. When this becomes a habit, stand tall, show spine, and squash jelly.

     

    #6 When the client turns Shakespeare

    Ah, here is the drama queen or king. Nitpicking rajahs and ranis. This is when the smallest of mistakes take on the biggest of proportions. Imagine you haven’t delivered on a label, or a small proofing error gets noticed in the layout, and suddenly mobiles are whipped out and your holidaying CEO is hauled over coals. Every client is allowed this show of power to belittle the CD and the Account Head once in a while. But if every meeting gives you the feeling that you are no longer what you think you are, that you are redundant, and you are no longer capable of anything right, it’s high time you bring down the curtains.

     

    #7 When the client turns Hitler

    This is when the reign of the tyrant begins. This lady or gentleman is all about telling you and emphasizing where you stand or squat in the pecking order. Impossible deadlines. Impossible language. Impossible tasks. Just to ensure that the agency is always kept in a servile mode. Usually we revel in being challenged. When we go out and do things impossible. Pulling off magic, saving the day etc. But when this begins to happen day in and day out, time and respect are of no consequence or importance, and every piece of work is a struggle to sell, assassination is the only recourse.

     

    #8 When the client turns SlimeBall

    Some of these otherwise incorruptible gentlemen have a completely different face. Slowly and surely you will be made obvious of his penchant for the crooked. This is when you are deftly asked to keep a cut on the side for the films that he is approving, or the print run he has authorized. He is also pretty blatant about his appreciation of single malts, the next holiday destination he is contemplating, and his ‘I am so looking forward to some stimulating evening company during the film shoot.’ Most agencies would rather not accept severe morality breaches. But if I were you, I’d call in the mafia, er..media.

     

    #9 When the client turns Unicorn

    For a client who was always accessible, you’d notice that you don’t get to meet him or her anymore. Meetings are called, only to be postponed. Appointments are given, only to be cancelled. Calls aren’t put through, and the mobile is always ringing, never answered. Chances are the CMO is busy. But more often than not, he or she is talking to another agency behind your back. Or is gutless to tell you that the relationship is over. Or has been instructed by the MD that his friend’s agency will be taking over. A client who strangely transits to the mysterious and mythical side of life is more than enough warning for you to see the last of this beast.

     

    #10 When a client turns SonofaPitch

    I don’t know why they do this. But there are some clients who believe that ‘I will call for a pitch’ is enough to send their agency scurrying to get their brains back. Pity. Fear will only make an agency timid, and not cleverer. Ideally, call their bluff and tell them to go ahead and announce the pitch. Chances are they won’t. The pickings will be slim. Personally I love pitches. Because I believe that a pitch on an existing business is one more opportunity to show the client that I am better than anyone else. But then, if every second meeting is to keep cribbing and keep echoing the pitch intent, sack the moron. He or she doesn’t deserve you. Oh yes, change the P to a B.

     

    Prathap Suthan is the Chief Creative Officer at iYogi.

  • With just three weeks left for AdAsia, the total delegate count for the main event has touched almost 800. The theme is ‘Uncertainty is the new certainty’, and industry expectations from the event are high.

    AdAsia expectations soar

    By Shubhangi Mehta

    The excitement over Asia’s biggest management, marketing, media, advertising and communications congress is mounting. AdAsia 2011 is scheduled to be held over three days with 20 sessions, over 40 speakers and 800 delegates already registered.

    A panel of world renowned personalities from different walks of life will share their invaluable experiences, insights and sharp analysis of ongoing events, providing new ideas, concepts and a firm handle on how the changes we are witnessing today will translate into trends in the future. They will go beyond analysis to address the question ‘How’ and to elaborate innovative ideas and solutions to key global challenge.

    Indra Nooyi – Chairman & Chief Executive Officer, PepsiCo, Ram Charan – Business Consultant, Speaker & Author, Harish Manwani – COO, Unilever, Joseph Tripodi – Executive Vice President and Chief Marketing & Commercial Officer, The Coca-Cola Company and David Droga – Founder, Creative Chairman, Droga5, are some of the big names speaking at AdAsia 2011.

    Mr Bobby Pawar, COO, Mudra, said, “I am excited about AdAsia, we will get to listen to great people from in and out of the industry. To me this is very motivating. The theme for AdAsia 2011 is a great one and I totally agree with it, what will be interesting here is that what do  they say to focus more on this topic.”

    The conference is planned to engage and involve participants from the word go so that they are an integral part of the rethink of systems, strategies and solutions. Their thoughts and ideas will be instrumental in aligning these to a rapidly changing global business environment. The participants will also get a chance to connect with the right people both familiar and unknown who will challenge the way you think and act.

    Mr KV Sridhar, NCD, Leo Burnett, said, “AdAsia used to be a non-glamorous conclave for advertising industry, unlike other ad events which have awards as an integral part of their ceremony. This year though they are trying hard enough by getting great speakers, having a very interesting theme and overall spending luxuriously on the event. It will be interesting to see how much the event actually benefits from this. I am really looking forward to AdAsia this year as it will be fascinating to see how many industry people actually attend the event other than the speakers.”

    Mr Prathap Suthan, Chief Creative Officer, iYogi, said, “I will be going for AdAsia with a couple of my agency people. We are expecting to hear the best  of experts on ‘uncertainty is the new certainty’ as in my opinion the world has always been uncertain hence nothing can be regarded as certain. Steve Jobs’ death was not certain, anything that happens to anyone is never certain.”

    AdAsia began as a three-day Asian Advertising Conference in 1958 sponsored by the Japan International Advertising Association (JIAA). The principal objective of the conference was to give Asian advertising a boost in the post war era. The conference was attended by delegates from six countries including Japan. The modest conference grew into a congress in the 1960s and was nick named AdAsia in 1984.

    AdAsia2011 is being organised under the aegis of the Asian Federation of Advertising Associations (AFAA). AFAA was set up in July 1978, when representatives of advertising associations of ten Asian countries reached an unanimous decision to do so, based on the recommendations of a working committee formed at the 10th Asian Advertising Congress held in Sydney in 1976. The current members of the Federation include Advertising Associations from Bangladesh, Hong Kong, India, Indonesia, Japan, Korea, Malaysia, Nepal, Pakistan, Philippines, Singapore, Sri Lanka, Taipei, Thailand, United Arab Emirates and Vietnam.