iPopsArt
Cannes.France 2011
Kvpops's Blog
Not just another WordPress.com site
Author Archive
A billion rapists.
Each time a criminal been elected
A nation is been raped.
Each time a businessman extend a bribe
A nation is been raped.
Each time a commuter in a metro becomes a mute spectator to eve teasing
A nation is been raped.
Each time a biker jumps a red signal
A nation been raped.
Each time you employ a sixteen-year-old maidservant
A nation is been raped.
Each time you let a goonda vote for you
A nation is been raped.
Each time you state your caste
A nation is been raped.
Each time you visit a charted accountant to fudge a tax rule
A nation been raped.
Each time you wish you had a son
A nation is been raped.
Each time you silently loath a wrong by a government silently
A nation is been raped.
Create. Collaborate and Compete.
Advertising has become more complex today then ever before, there was a time when all channels of communications were controlled by advertising agencies but today advertising has gone through a significant change today we have more then two dozen specialist agencies specialized from creative planning to digital executions. Apart from loads of channels to communicate to the consumers have changed, people themselves have changed.
A recent study published in Times of India points the average age of the consumer had dropped dramatically, for instance an average car buyers age had come down from 45 to below 30. This change not only affects the target for marketing but it also changes the media planning. Hence one needs to look at the content of communication in the context of message consumption therefore it is extremely important for the communication content creators to understand the contextual targeting. The moral of this story is if the creative and media planning or digital planning agencies do not collaborate then how the hell are they going to create a relevant campaign?
In this ever-evolving complex world everything is linked to everything and not everyone can be experts in everything. Super specializations are hear to stay and the intelligence lies in learning from each other and working as a team even if the team you are supposed to work with, belongs to a competing holding company. If a creative agency can collaborate with a film production company, which also works with competing agencies can happen with out any hesitation, then why not collaborate with another competing small agency on a project in the interest of a brand?
Bigger and traditional creative agencies can learn a thing or two from modern design companies which have learned to co-create and collaborate with technology companies for starters take a look at the design winners from Cannes this year. Small and nimble agencies have realized this early enough and are raking in now. Now it’s the turn of the biggies.
We all are witnessing the results of coalition government with out any collaboration. I urge all the communications channels to come together and get to learn from each other and march ahead into the new age communication era.
After all the solo sulking days have gone, as my friend Agnello puts it “jo tera hai wo mera hai”,
Gandhi vs. Anna.
Anna is a simple man, so was Gandhi.
Anna started by changing himself and then his village so did Gandhi.
Anna preaches non-violence, so has Gandhi.
Anna is a stubborn man, so was Gandhi.
Anna rallied young India, so did Gandhi.
Unfortunately the comparisons stop here.
Anna is a Gandhian but not a Gandhi. I respect Anna for his honesty, simplicity, his stubbornness, intent and his peaceful methods. Leaders are always born out of adversity, when India is going through her worst leadership integrity crisis, Anna took upon himself to rally people against corrupt politics and society, a simple, quite Gandhian turned into an agent of people’s conscience.
Anna’s success came because of young India taking to streets, a movement fueled by anger and helplessness of young men and women, who silently witnessed the powerful leaders and businessmen shamelessly looting their treasury.
When corruption reached parliament, when policemen started to rape and molest little girls, when army men stoop to steal wealth, when politicians blatantly amass disproportionate wealth, When educated entrepreneurs cook-up account books, when Baba’s hide rooms full of gold and silver and when temple incomes bulge more then a state’s. You know it’s only a matter of time for a catharsis and indeed Anna became the fountainhead of this revolt.
After Jaiprakash Narayan no other leader mustered as much support as Anna. Jaiprakash Narayan succeeded in changing the government because he supported a newly formed cleaner party with leaders of intent and integrity. The agenda before the nation was clear: vote out the Nazist congress party, people understood and implemented. When people empathize with issues they need an action point and Jaiprakash Narayan provided one.
Mahatma Gandhi too understands this human truth like any other successful leaders in the history, Gandhi always gave an action point, be it making salt or burning British made cloths or asking the mighty British to “Quite India”. Any mass movement should have an actionable end. Even the recent “Occupy Wall Street” had a definitive action point to just occupy Wall Street. Simple enough for people to understand and execute.
Anna should go beyond appealing to people to come onto the streets to protest. He must give an action point, if one were to say “ Vote for Lokpal or Quit parliament” and if one were to give the agenda of pushing every local MP to vote or resign, there would have been an action plan for restless young Indians to execute.
I believe Anna will become a true heir of Gandhiji, if he becomes as shrewd thinker and as clear visionary as Mahatma is.
Why should we emulate Japan and not Brazil?
In 50’s & 60’s Indian advertising blindly carried forward or mimicked the British, 70’s saw the influence of the American advertising fueled by FMCG’s and 80’s witnessed self-discovery of Indianess with television opening new doors. And Indian creatives were also exposed to the world and somehow “Thai” advertising influenced many of us as it reflected our realities with heavy dose of emotion combined with insightful “Pandeyji” type humor. 90’s exposed us to the cutting edge competitiveness of “Awards” our English-speaking writers and art directors influenced by Neil French started to produce minimalistic crafty ads. The new millennium made us watch Brazil take the center stage with Marcello Serpa as their leader.
Brazil became a role model for Indian advertising creatives, Brazilian ads were packed with high voltage of entertainment and cleverness with impeccable craftsmanship. Brazilian creatives became superstars by winning loads of awards and admiration, and Indians wanting to emulate the formulae started to create pro-active one-off ads and in the bargain lost the originality of what we are as a race and what are were fast becoming.
If one were to introspect we as people are far more closer to Japanese than carefree Brazilians, we lack Japanese discipline agreed but we both have two things in common “Humanity and technology” a leg in the past and the other in the future. Infosys, TCS, Wipro and the inspired San Jose migrated geeks opened ambition and possibilities in the small town Indian MCA’s minds. Who were responsible for some of the most tech supported innovations around the world by writing and breaking codes. Sadly these geeks operating from the poverty stricken backyard garages of Vijayawada and Mysore, were not even recognized by our very own tech savvy digital wiz kids. Now imagine these code writers collaborating with creative minds like Agnello and Rajiv Rao to create life-changing ideas for eradication of illiteracy or infanticide.
Japanese creatives show us the way with Grand Prix winning “Yubari” case or this year’s Honda Motors Internavi “connecting lifelines”case. Honda’s reflex action within 20 hours of last year’s earthquake and tsunami rocking Japan put the country back on road to recovery by providing road information collected real-time via Intranavi navigational systems installed in the vehicles. They actually used the data on Google maps and visualized usable roads to public via Internet and Google maps. This is an excellent case of “Humanity and technology” coming together to solve a problem.
This is what the future India can do with creativity and technology, to my mind it’s the technology powered with creativity has the power to change our country’s contradicting and contrasting problems. Now its in our hands where we want to aim our dum-dum bullet.
Did I say bullet train?
“Why advertising should be governed by principles and not by rules?”
Creativity governed by rules would lead to the death of entertainment. Daily soaps, movies and ads would be like power point presentations using excel sheets. Exaggeration and imagination are the cornerstones of creativity and story telling. Can you imagine a story without a metaphor, vivid demonstration, fantasy or a hyperbolic demonstration of human greed? Be it Axe or Avatar if the underlining moral were not be exaggerated, it would never sink in.
Having said the above now imagine a state without any legislature to govern, a society without any norms, a family with out any principles. We all can imagine the mayhem.
What is moral and what is legal is an eternal debate, in spite of a legal definition, because we all would like to be governed by morals rather than legislature if given a choice. Why should this be any different for the brands that are behaving as human as real as our siblings? Why do 99.999% of disputes is resolved without ever had to go to courts or lawyers?
As civilized beings we know when to cross the line and when not to. If we argue modern day brands are like humans who find a purposeful existence in people’s life than why don’t they behave themselves by not crossing the line? The state bestowed faith on the industry to conduct itself by allowing “Self governed code of conduct” and a body to monitor “Advertising Standard Council of India “ and all we do as a community is to find legal ways to beat the system. If the law says you need to have a support to your claim, we produce one from an unheard research institute, as insiders we all know what game we have been playing.
Time has come to take a hard look at the old approach not because laws have changed because people have changed, world has changed. Today 90% of the youth in the world are concerned about the survival of the planet, world peace, old parents and values. Never before transparency and honesty are valued as today. Leader are responding to this new order be it Obama or Anna Hazare or Nike or Apple. In fact I would go to an extent of saying leading brands have responded faster then the political leaders, to support my hypothesis let me barrow a research report which says 4 out of top 10 icons of the world are brands not people.
There is a selfish reason why brands must inculcate good values first and start to propagate them next. If the brands are governed by the principles of the values they abide by then there is very little chance of them crossing any ethical line to be punished by people or state.
Lets turn to the communicators or the creators. I believe they are two kinds of human beings in this world, those who care and those who don’t. Those who do care are the sensitive lot and are aware of sensitive issues like; gender, values, ethics, children, safety, religion and minority communities, they generally rely on honesty and integrity of the communication to connect with people. They avoid using hyperbolic gimmicks to attract the attention. These are the guys who guide a brand to success thru life insights on the other hand people who do not care for others sentiments, do create regressive communication by resorting to cheep humor, emotional black mailing or even cooked up miss-leading facts.
Brands today are like celebrities their behavior in public is been watched by live cameras 24X7, the moment Shahrukh lit a cigarette in an a stadium, hundreds of tweets went live and even some legal suits. In this transparent world you cannot close your eyes and think world is not watching you. If you show a little kid “Chotu”serving tea in a ad, no matter how light heartedly you portray the situation, people will decode you as an endorser of child labor.
Creative people and agencies also have to be sensitive towards the societal realities. No rulebook says you cannot use a “pug” in an ad. But one need to be sensitive to the fact that the desire the ad can create in people to own and love a “pug” would be enormous and the damage it can potentially create to the species would also be enormous. If only creators were to give a little thought before depicting two boys in a family ad and the influence it can have on people to aspire for boys. When we realize a little thought could have let a girl child live we would understand our purpose in life.
Creators have an enormous power to write stories, which can influence people and their-in lays the responsibility to use the power in the right way. If the marketers and communicators ignore the responsibility and cross the line they may well face the consequence of rulebooks, which may well be written by the NGO/Govt., legal eagles.
Censorship or self-discipline, choice is ours today.
Why Piyush Pandey is the greatest Indian Ad-man ever? Why he deserves the “Clio” life time?
This is from my previous post, posted a couple of years back when Piyush was conferred “life time achievement award” by AAAI and now “Clio” announced that its going to honor our man, and I truly believe there is no person more deserving in the world advertising then him ( including Marcello Serpa.)
Excerpts from my previous post:
Piyush Pandey was recently been conferred AAAI lifetime achievement award, an honor usually reserved for retirees. Piyush is still a practicing creative person in short a working legend. He is Indian advertising’s greatest, I will place him above Subhas Ghosal, Alyque Padamsee and Mohammed Khan for simple reasons: he single-handedly changed the target audience from elite British Indians to middle class heartland bharatvasi’s. And also for putting Indian advertising amongst the global greats. (I had the privilege of working with all the above legends except Piyush.)
Above all he is one of the greatest human beings I have met in my career, what can you say? In this pseudo advertising and corporate world, where people hesitate to thank there wife for being an inspiration and support in public, this man brings his mother to the ceremony and proudly introduces her to all honchos present. I always admired people who do not hesitate to show respect for parents and family in public. I can not think of any other Ad-man doing that.
Piyush is a large-hearted man, loves his life enjoys every moment with a hearty laughter. I have never seen him crib about anything. This is what gets reflected in his work and also in his agency, always enjoys and celebrate life. As we at Burnett believe that “creativity has the power to transform human behavior” Piyush showered enough creativity to change the way common people behaved in this country, right from “Luna” finding a place in middle class India to nation celebrating the success of “Pappu” with Cadbury Dairy Milk to Railgaddi for Indian railways to celebrating real life characters in Fevicol.
He changed the way Indians looked at advertising, he had created many stars, gave new vocabulary, made people love advertising more than television programming. I can go on and on as an insider what he had done to the Industry and why he deserved the award and this blog.
Why green is transparent?
Today the color “green” is the most fashionable topic in the corporate circles. NGO’s, Media and politically correct politicians have made a point to juice the juice out of the word. In a way the word is abused and bruised, may leave a bitter and ugly scar one day on the face of the earth. Faking green is worst than destroying green.
This day and age, where the world is virtually live 24×7. it is difficult to fake than ever before. It just takes a tweet to expose. People are connected and empowered. You can not close your eyes and pee in your pants thinking that the world will not notice. I have been part of many conversations in the board rooms where tokenism is the biggest remedial action. Plant five trees and PR the pictures, or conduct a painting competition to staff kids on planet earth and dump the industrial waste in the Indian ocean with eyes firmly shut. This is like murdering people and putting coins in Tirupathi Hundi.
Under the garb of CSR, stupidities are been done, which are more harmful than not doing any thing, Imagine distributing 100,000 saplings and letting people killing them by not planting or watering, will you ever do this to a puppy? than why to a plant because it can’t bark back?
Almost every product carries a sign of recycling, have any of them ever recycled? why do we become suckers to such traps? Organic and Untouched by hands are other tags. It is imposible to create anything without destruction. The intelligence lies in doing things in a permissible/ lawful manner than taking backdoor options. Today if you break anything you’ll get caught because remember your destruction is just a tweet away by the Aam Admi.
Thank god for the luminous and transparent nature of green.
“Purposeful Inventions”
A purposeful invention will always find a place in people’s lives. History endorses this view; there are many great inventions like the Q-Drum, which never found a place not because the invention is not great but because it did not solve the complete problem of the people it intend to solve.
I believe there are three kinds of inventions: 1. Stems out of the inventors intuition, which will be awarded and hailed by the scientific community. 2. Stems out of a perceived need by the inventors, which may or may not find a place in people’s lives but will be appreciated nevertheless. 3. Stems out of deep understanding of a human need, this not only solves the problem it often changes peoples lives.
Forgetting inventions for a while lets look at some new brands and their appeal; lets travel back and look at Air Deccan, what went right? Why a self-proclaimed cheap airline succeeded when a cheap car like Nano failed? Why Go Air is considered an efficient airline not a cheap one? Why pundits are excited about Bajaj’s RE60? Why supersonic Concord failed?
All enterprises start with people and end with people, if you view complex business or marketing problems through human lens, you’ll see a more realistic, relatable human problems and to solve them you need to understand the basic human need not greed, for instance human greed says more people want to fly faster at higher price thus born Concord, whilst human need says more people want to fly for lesser cost thus born Airbus. Now it’s obvious, who was successful? Therefore the moral of this story is Airbus was a purposeful invention and Concord was an intuitive assumption of an inventor.
Lets take Captain Gopinath’s Air Deccan, which was positioned against train travel and spoke to aspiring middle-class millions to experience flying versus post takeover of Deccan by kingfisher to form Kingfisher Red spoke to regular flyers and offered a cheaper and restrictive service offering, which was rejected by the regular flyers as they did not want to feel as deprived passengers suffering from poverty and the attempt took the pride and prestige of flying away. Captain Gopi’s invention was purposeful as it made millions on train travelers realize the dream of flying. Taking a leaf out of this experiment Indigo did not use cheap flying instead spoke about efficiency and made people who secretly want a cheaper option argue for efficiency in service and on time arrivals. In fact on-time arrival is a fantastic rationale to shift from an expensive luxurious full service airlines especially in an era of austerity.
Now to my favorite Nano versus RE60. Tata’s took the engineering challenge of building a one hundred thousand rupee car and managed to deliver close to one hundred and twenty thousand rupee car. Fantastic Invention “The cheapest car in the world” Bravo. World applauded Auto shows went gaga. But the brand failed miserably, reason: no one ever asked the Indian consumer weather he wants to spend an hundred and twenty thousand hard earned rupees on a cheap car, which does not give him any status in the society? How could the brand find a place in peoples lives if it or its inventors does not understand people’s needs? People wanted a Santro, an Alto and an Indica with all the luxuries, however small they were. Indian middle class was seeking stature and pride of luxurious living, which both Maruti and Hyundai understood completely and Tata Motors with Indica to some extent.
The case of RE60 is completely different, Rajiv Bajaj is a very passionate and a smart inventor, who believes in engineering solving problems of people therefore a purposeful inventor, whose invention of DTSI technology solved an unique problem of Indian bikers who want maximum power with minimum fuel, he solved this issue with a simple invention of two spark plugs in the combustion chambers instead of conventional norm of one, which increased the combustion efficiency to give more mileage and power, people lapped-it-up and put Bajaj on a technological pedestal.
Coming to RE60. He took the challenge of solving mass transportation in urban and rural India, the current mode of transport of auto rickshaws is unsafe and relies on old technology all parties acknowledges that, be the RTO’s, Auto Rickshaw owners and the commuters, they all seek an up gradation of technology, Bajaj found a purpose. Single mindedly concentrated on Auto Rickshaws and its drivers and found a meaningful purpose in up grading the technology by adding another wheel to make a four wheeler and the life of the driver by giving him a car to drive and an extra capacity of seating and to the commuter a safer option of commuting. Thereby extending an undisputed offering to the administrators. Bajaj kept the eye on their consumers and never let it weaver toward competing with Nano or pleasing Nissan.
Wonder why companies run by people fail to understand people.
How to end the debate on “cult brands” v/s “iconic brands”?
One of the biggest debates in the marketing and advertising circuits for a while has been on what makes a brand cultish? Any popular brand, which is not cultish, is generally considered as Iconic brand. Well does this call for debate or clarification? I am only qualified to do the former, let me try and put forth my understanding and learning before I let others to vent theirs.
Whether the brand has a cult / iconic status or not it must definitely stand the test of time. Both these statuses demand a brand to stand for values beyond functionality and must be rooted in popular culture and find a place in people’s lives over a long period of time.
Cult Brands: Apple, Volkswagen, Harley Davidson, Star trek and Benetton.
The word “Cult” originated from Latin word “Cultus” meaning worship or religious practice. And by extension it had started to connote the cultural aspects of religion like rituals, ceremonies, myths and personal sacrifices, miracles etc only later “Cult” started being associated with obsessive to faddish devotion to a religious myth or a religious leader or object of such devotion.
Now lets look at contemporary meaning of “Cult” in the context of brands:
Cult brands are the brands, which dare to be different and celebrate that difference and therefore posses the power of the loyalist who come together on a common ground for the common values and ideologies.
Cult brands are the brands, which are more evolved to just talk about functionality or the benefits of the category they peg themselves much higher in the human value systems, like upholding truth, honesty, simplicity, perfection and goodness. They intelligently tap into innate reserves of human conscious.
“ Star Trek” became a cult by being a crusader of human rights by juxtaposing humans and aliens, war and peace, racism and space born humanitarians all in an adventure story of planets and space.
Volkswagen” achieves with Beetle, all with utter common sense. Harley with it irreverence sense of fantasy and adventure. Apple does with its child like simplicity and perfection producing magical joy to the end user.
Now try to fit any Indian brands? Mahatma Gandhi? Osho? Thums Up? Old Monk? Royal Enfield? Rajinikanth? Mona darling? Its your turn to pick..
Iconic Brands: Coca Cola, Nike, McDonalds, Lego, Rolex, BMW Mini, Marlboro and Vespa.
A purist definition of “Icon” means an image; a representation of a sanctified personage; an important and enduring symbol; an object of great attention and devotion.
As mentioned earlier Iconic Brands posses the ability to transcend from product benefits to become part of people’s lives and of their popular culture. And they also have the ability to tap into collective desires and anxieties of people for instance Rolex taps into the desire to be successful, Coca Cola taps into the emotion of happiness, Marlboro into the need of freedom, Lego into the need of imagination for children.
Therefore the brands endure as long as the human needs exist and over a period of time they become synonymous with the values to become “Objects of desire or devotion.
Lets try to fit some Indian brands: Tatas? Amitabh Bachchan? Sachin Tendulkar?
Godrej ? Raymond’s ? Wills? Bajaj? Hero? Scooty? Nalli’s? MTR?
While there will be less debate on what make a brand Iconic or Cult, I recon their will be heated debate on which Indian brands can make it to the list.
The debate has just began.
Please note:
The opinions expressed on this site are purely my personal opinions.
Drawings from my iPhone
K V Sridhar on Twitter Counter.com
- Disowned by the father-in-law will Guru spill more beans? #iplfixingscandal 1 day ago
- At43C #hyderabad is a death trap if you do not respect heat. 1 day ago
- Nothing like visiting home town for a weekend. #hyderabad 1 day ago
- Leo Burnett Portfolio Night rocks in Delhi | Best Media Info, News and Analysis on Indian... fb.me/25GFKQsvX 1 day ago
- First ever Portfolio Night at New Delhi is a huge success With Balki,Agnello,RajivRao,Priti Nair, Chax..#PN11 3 days ago
kvpops
| M | T | W | T | F | S | S |
|---|---|---|---|---|---|---|
| « Feb | ||||||
| 1 | 2 | 3 | 4 | 5 | ||
| 6 | 7 | 8 | 9 | 10 | 11 | 12 |
| 13 | 14 | 15 | 16 | 17 | 18 | 19 |
| 20 | 21 | 22 | 23 | 24 | 25 | 26 |
| 27 | 28 | 29 | 30 | 31 | ||
Archives
Blog Stats
- 442,283 hits
