Posts Tagged ‘ news ’

iPad painting : T20 of art?


Resisting change is in human nature. Well in marketing terms I could be classified as an enthusiast or an early adopter. People take their own time to adapt to new things, because familiarity with the old gives us solace hence adoption curve will take time to climb as in the case of digital photography. Every photographer worth his salt resisted the digital formats till Hasselblad and Sinar came up with digital backs, even I resisted till Nikon D90 happened.

Purist will resist the “bastardisation” of any art form. Human talent and craft rules supreme any intervention by machines or non-human is believed to contaminate art. Each art moment faced this challenge be it Cubism, Dadaism or Expressionism. This divine Apple’s intervention will also have its fair bit of resistance from purist. Never before the digital software gave the gratification of real painting experience, where technology is invisible. Thanks to the touch screen and tablet format, suddenly one gets instant gratification of drawing or painting.

I have never tried to create art using digital technology in my life till iPhone happened a year ago, where I downloaded an app called “Fountain Pen” which allowed me to scribble on the screen, I loved it but never took it as serious art, while my friends from Twitter and Facebook insisted that indeed it was, when shared. When I picked up my iPad last December on my son’s insistence to watch You Tube Videos and ads, I discovered many silly drawing apps which did not interest me till I stumbled upon “Art Rage” which blew my mind, it was like a live TED video and magic unfolding every second. I looked at havens and adopted “Art Rage” instantaneously.

What magic did iPad and Art Rage did on me?

As I said before iPad gave me the gratification of real drawing and painting and further iPad allows me to carry my studio with me almost every where like a mobile phone. Art Rage gave a complete studio of 2000 square feet with innumerable capacity to store canvases both painted and new, hundreds of tubes of colors free with infinite shades, entire sets of hog hair and sable hair brushes, palate and painting knifes, rollers etc, etc, all this lifetime supplies for a meager $7.00.

Nothing is more tempting to a soccer player then seeing a still ball, and same is true to an artist, give an artist a white paper and ask him/her not to scribble? Materials tempted me to carry on painting especially the oils, all this without the hassle of cleaning or arranging. I painted close to 70-75 canvases in less than 40 days and did around 200 charcoal sketches, all this in normal process would have taken almost couple of years, what does this say to us? At an average time of 3 hours for each painting it make you more prolific than any one can ever imagine!

Technology is not helping art it’s just helping the artist, you still need to be a trained artist to paint even on a dame tablet. Prolific art may cause a supply surplus in the market but on the other hand artist may actually see some money while they are alive.

Had anyone ever guessed that one can score 300 runs in 20 overs?

Why do we miss our middle-class-ness?



Somewhere down the lane, without you realizing success changes your life. While success\money\technology brings lots of new excitement, experiences fulfilling newer needs and desires, it also reduces lot of joys of middle-class life to memories of the past.

Hear are a few middle-class moments we all deeply miss:

Sharing ill-fitted cloths of your elder brother as a kid\teenager. However much you resist it had to happen for expensive terrycot or terlene shirts or even ever lasting Bata shoes. We virtually had to drag feet on rough concrete roads to make rubber burn and make holes in the shoes to get newer one’s or to stop passing on to our younger brothers.

All the siblings to share the same design and fabric for every festival courtesy family tailor who brings a “tann” at a cheaper rate.

Advance booking of textbooks from a friendly neighborhood senior student, if you do not have an elder brother or sister studying in the same school.

How could you escape the Nepaliwalla’s sweater for winters or your mom’s ill-knitted one, which became loose and two sizes bigger to your younger brother after three months of use or abuse?

Coconut oil and Shikakai “Head-bath” is a ritual for every festival and auspicious day in our childhood. Oily head was fine since it’s done on holidays but shikakai homemade shampoo used to burn the eyes and made them red for a day at the least.

Listening to radio cricket commentary and keeping detailed scorecard, not to mention the suffering from Narotham Puri. And of course the ting tongs of “Vividh bharathi “

An excuse of stomach aches to get free taste of Unani medicine.

Homemade Kulfi, sweets and even Diwali crackers, watching adults make firecrackers at home was the most amazing sight of excitement and stealing them while drying was even more exciting.

Life on a terraces is a chapter by itself starting from combined studies to leching girls to sleeping on the terrace in summer nights to family night outs to endless “Antakshari” sessions to stealing “drying vadams & cut mango pieces.

The very best of cheap and best mentality, repair and reuse, make it at home, homemade remedies v/s specialty clinics, Mom & Dads always use to find innovative ways to fulfill needs without spending much money and this very sprits of parents is vanishing very quickly.

I thank my parents, grand parents and my brothers for giving me such a wonderful and humane middle=class-way of life.

Creative v/s Media.


 

Why creative agencies win media awards?
 
Be it Cannes or Goafest, why is it creative agencies steal the thunder from media guys? What is it about awards which brings magical enthusiasm from creative agencies? What can media brothers learn from hated separated cousins?
 
Believe me I am a neutral party here. I have worked in the same office and shared the same table and mind space with some of the media legends of today to name a few: Shashi Sinha, Ambika, Nandini Dias, George Mathai, Ashish Basin, Lynn, Hiren Pandit, Ravi Kiran and many more, I had the privilege of interacting with them every day,at leat thosedays there were no egos no fighting for credit, just partnership and respect for each other’s talent and thinking.
 
It pained me when I heard the whispers last night at Media Abby Awards, who deservers more credit or have right to enter a co-created idea. I truly believe advertising is not a solo game, it’s a large team game, often there are more than playing eleven behind the scenes who contribute most. It’s unfortunate to see them not collaborating insted confronting.
 
As the new leaders grow-up in this new collaborative and co-creative world these differences hopefully fade away soon.
 
Back to my original point of why creative agencies win more media awards than media agencies?Because of their emotional affinity and proximity to the heart of the brand and the passion for awards and most importantly ideas, media teams look at the scale and innovation while the international juries look for freshness and relavence of ideas. Added to all this is packaging and presentation of ideas make a diffence to winning, creative agencies tend to do a better job of the later.
 
No wonder Creativeland Asia stole the thunder yesterday by winning 2Golds at the media Abbies as Leo Burnett Sydney did it at Cannes last year by winning Media Agency of the year.
 

DeBundleling to ReBundleling.


Everyone needs to reinvent him or herself every now and then to make him or her relevant to the changing environment around us.  Human needs or brand needs, business needs or even nations are no different from each other.

Early nineties were the most frenziest times I have ever seen in my 33 odd years in advertising. Opening-up of economy, Microsoft & Google revolution, satellite television, Infosys vision and Ganguly’s audacity transformed a timid nation to the most ambitious one in the world today.  This change had its own impact on Indian advertising. Good old boy’s comfort zone of 15% commission had come into close scrutiny, lazy bum’s were thrown out, Microsoft and Adobe replaced proofreaders and cut-paste artist, kickbacks were officialized as negotiations and media buyers emerged as new heroes for clients and villains for traditional agencies.

In short 15% been reduced to 10% to the traditional agency and 5% went to media thereby separating media from creative. Today traditional agency is been reduced to just a creative agency for television scripts, clients buy media planning, media buying, digital planning, digital buying, mobile, events, promo, direct, PR, consumer research, insight mining, brand strategy, design even stock images and film production are bought directly.

While the theory of specialization sounded good and arguments of rupee efficiencies were appreciated, clients across the world were caught in a new dilemma, while brand managers can deal with creative TV scripts and brand strategy rest needed specialists (who never existed) Today most of the clients have 10 specialist dealing with content and contact management, while stand alone performances of each vertical is spectacular, collectively they added up to nothing as far as the brand’s emotional equities are concerned hence the emergence of IMC leaders in MNC clients ( Integrated Marketing Communications) who are seeking a single point to orchestrate brand communications. Today it is not surprising to see agencies like Crispin or Droga 5, even our very own Creativeland Asia or TapRoot flourishing as they are offering integrated solutions and orchestration of ideas as opposed to TV scripts by partnering with medium specialist. If big agencies do not get it yet god help them, smaller ones will gulp them and digest them in no time.

Agencies need to go back to 20 years and get champions of ideas. Today what independent small media neutral \ new age media agencies are doing is nothing different from old agencies approach of Integrated solutions to brand communication and orchestration of brand ideas in all mediums.

DeBundeled verticals are getting bundled again in smaller integrated agencies and hope the big ones are listening.

Being Pops.


What the heck if pretty girls call me Pops? What’s the fuch if people think I was born in the same year as Zora Sehgal ? What the hell if people try to find similarities between Balki, and me thinking that I am his Pops? What the shet if Arvind Sharma’s driver introduces me as his saheb’s “papaji” ?

It’s not easy being Pops. Yes. It’s not easy to be Big B’s Popsji, Chennai’s Mr.Pops, Miss Universe Sushmita Sen’s Pops, Chiranjeevi’s Pops garu, Balki’s Pops & Tweetaratti’s kvpops. “Baap re” its difficult to take loads of affection, respect and love.

“Pops” made Kondiparthi Venkata Sridhar a brand, and proved to the world, power of naming and branding. Imagine Mr. kondiparthiji.  What did I do to deserve to be called Pops?

Simply nothing.

In early 90’s when Chax and I joined Lintas as creative heads of one of their Bombay units, Alyque Padamsee was at his wittiest best when he hired an ex- military Major as chief administrator. Now one can imagine the hierarchy and bureaucracy ruling the floors of Express towers.

In such an office there was a quite shy-ish six-foot young copywriter named Sridhar existed. Since the culture did not allow bosses to be nicknamed, poor little baby-faced Sridhar was christened as “Baby Sridhar” and me, months later by default became “Papa Sridhar” and then came a livewire called Asha Rishi an account executive who started calling me Pops.

By virtue of my personality people felt it’s an apt description of me. Chax my partner in crime need to take some blame for not resenting in fact he started a chain of jokes on Pops. Around mid 90’s advertising and marketing media suddenly became big and they took up the mission of making Pops stick in people’s heads.

In old day advertising guys used be real characters with some quirkiness, Alyque with his diction, Kersy with his suspenders, Chax with his Gandhi glass and signature beard, Piyush with his handlebar mustache, Prahlad with his cigars and hat, since I had none, “Pops” helped me to be remembered.

All jokes apart, the changes that came along with the name Pops are: made me look wiser, acquire patience, forced me to listen to people and lend my shoulder, made me stop leching at young girls once they call you Pops. Convinced me to adopt young talented kids and above all reminds me to make my bucket list every morning.

As the cliché’ goes: the rest is history.

( Written specially for Impact magazine.)

Story of a tail wagging the dog.


Advertising time dictating cricketing time.

Many years back my partner Chax used to have a poster in his office, which read as follows: ” If you do not find space on the floor then use the ash-trey.” the same sounds true to Indian cricket broadcasting  ” if you do not find ad spots then run live cricket.”

Strange isn’t it. Being an advertising person to hate ads in a cricket telecast, point is not my obsession for cricket; in fact it’s for advertising. People who watch cricket are passionate about cricket and they are mature enough to know the role of ad revenue in cricket broadcasting, it is when ad spots cross the line, it’ gets destructively irritating and broadcasters have been doing this consistently last couple of years. Who will lose in this? Viewer, broadcaster or the advertiser?

I guess you do not have to be a genius to figure out that the advertisers are going to lose out for annoying the viewers and loosing ethical and emotional stature with the viewer/ consumers therefore lose certain emotional equity of the brand advertised. It’s like an irritating pet throwing ball at you urging you to play when you are making love to a women.

I appeal to all my dear clients not to make their ads work against them by placing in an over booked slots and to my dear media planners not to get carried away by the TRP’s and OTS, please also keep in mind brand values and look at people in the context of cricket passion this session.

Leave the dog to do the rest.

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