The Long and Short of it.


Stories are the earliest forms of communication known to mankind, they have stood the test of time; we share lessons, morals, beliefs and any kind of emotion through our stories. Advertising is no different and I have always believed that advertisers are story tellers. Today as advertising is adopting the modern internet space, we are experiencing the next level of storytelling by advertisers – the long format advertising, usually 1-5 minutes duration. They are fast becoming the popular new kids on advertising block. It’s encouraging to see advertisers keep a purpose and an emotion at the heart of the story and the products placed in the background, it sure reflects the maturity that the society and the advertising community is undergoing.

But as we speak today about 90% of these stories don’t serve this purpose and fall short of touching the core. I hope we don’t fall in the trap of long format for the sake of it. A long format ad is no different from a good short ad or good film making, the principles remain the same. Take for instance one of the most viewed ads on internet; the ad for a French toilet paper brand Le Trefle, the Emma ad, this was actually a 40 second TVC or Ambuja cements ad with wrestler Khali which is just more than a minute.

Now is the right time to reflect and realise the power of such a format and ensure that this is not reduced to being an extended TVC by just changing the duration from 30 seconds to 3 minutes. It’s time we realise it’s not about the duration, but the determination to highlight a purpose and bring about a change; it’s not about the number of hits, it’s about the number of hearts touched; it’s not just about ‘likes’, it’s about Love; and it’s not about product selling, but story-telling.

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46690_India_Jan_Sale_IFE_81.5×41.5.indd

British Airways “fuelled by love” online campaign by SapientNitro India

The 10% long format ads that work are conceived, written and directed to do justice to the duration and the space. The Fortune Oil’s Daddi ad, Nestle’s stammering standup comedian and cartoonist ads, Lifebuoy’s Gundappa, Google’s reunion, British Airways’ ticket to visit mum, Skymet weather’s help the farmer initiative and the likes are some that prove this point beyond doubt; and that content on the internet should be less aspirational and more authentic. There is this Wagh Bakri Tea ad that tells the story of a wife who leaves her husband, he realizes her worth and then reaches out to get her back in his life; I love the video but the last 1.5 minutes of the 4 minutes video is spent on the clichéd pack shots, underwater shots of tea leafs in boiling water which obstructs the storytelling. I so wished they stayed away from those typical TVC type shots.

khali

Ambuja Cement’s Khali campaign by Publicis India

It’s time we realise the fundamental difference of the audiences in this space and the possibility that it offers. The audiences here are active unlike the passive audiences sitting in front of the TV set, here they can engage with the purpose, with the brand. They can comment, join the purpose, create more content; hence we should invite them to engage and make them a part of the story, help them contribute. Like the way a Lifebuoy’s Chamki does, it picks a real life story of one family, gives out a larger message and asks the viewers spread the message ‘Help a child reach 5’.

There are some myths prevalent in this space like long format ads costs nothing, but for anything to go viral you need to have a reach till it gains traction and there after it’s the content that will help you take off. The next myth is that length is not an issue in the internet space, but the reality is that maximum people drop off after 15-20 seconds which will count as your hits but they haven’t seen your story, so better aim for depth of engagement.

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Nestle India’s ” Fauja Singh’s #100AndRunning  online campaign by SapientNiro India

To sum up we should work on the Inspire , Interact , Amplify framework. We are still to amplify the internet space to its fullest, for starters we can enable viewers to just click on products they see in the video, donate for the cause, interact with the people they see etc Eg DBS ChilliPaneer. For instance you can even link to e-commerce by interacting either by a click or drag the room they see in an online furniture store into the shopping cart, which should then break it into all the products shown and the viewer can then add or less items and then transact. All these and much more can be done in this space but it all starts with a relevant story that is well told.

*This Article was published earlier in an online publication.

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”,

 

 

 

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.

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.

 

 

 

 

 

Creation of Gandhi font.


Or is he a different type?

In hatred he saw love. In fear, courage. In weakness he saw strength. And in violence, truth. In cruelty he saw kindness. In anger he saw humanity. And in struggle, he saw peace. He saw things through his soul that are invisible to the eye. Yet through his eyes, we can still see the shining light of humanity. Mohandas Karamchand Gandhi. A different type.

Above are the words came out of Agnello Dias when I told him about my intention to create a font for Gandhi.

” There is no god higher than truth.” is what he said and is what got imprinted in my mind  ever since I was a little boy, my grand parents always told me stories of Gandhi at bedtime, I am still a vegetarian thanks to the impression he made on me. I am just a spec in billions who follow him. Once he said “Whatever you do will be insignificant, but it is very important that you do it.”

When Indian Industrialist Vijay Mallya salvaged the pride of a nation by bringing back the priced possession of a man who owned nothing. The day New York auctioneer announced auctioning of Mahatma’s spectacles the nation put her head down in shame, as embarrassed Indian government’s  desperate attempts to stall the action failed, Mallya’s $1.8 millon came to the rescue.

His glasses has a deep significance to all Indians, when he gave away the glasses in 1930’s to an army colonel he said ” these gave me vision to free India”. Today as we live in a free India we still are slaves to violence, terrorism, untouchability, communalism and many more evils. A young nation celebrates holiday on his birthday than his wisdom as Nitesh Tiwari one of our copywriters put it.

How do we make him and his vision relevant and how do we make people try to see the world through his eyes? Than the Idea of a typeface created out of his glasses came about.

Typographers from Leo Burnett went on to create this marvelous Gandhiji font in Devanagari and the team is working overtime to launch english and other Indian languages.( an up-date:English, Devnagari, Tamil, Telugu and Kannada are available ) The website went live last night http://www.gandhijifont.com

What’s the best way to keep Gandhi’s spectacles away from auctioneers than this?


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.)

Best Brand Acts 2010.



Most of the enlightened brands today stopped doing “Ads” and started doing “Acts”, Ads usually chest thump about how good they are and propagate their superiority in all media channels. Acts on the other hand are the deeds brands do in public domains and are neutral to paid media channels or they put up their act in real life rather than communicate through paid mediums.

Brands today try to behave in a selfless manner and propagate certain values to emotionally connect with like-minded people, like Tata tea never asks you to buy its branded tea instead urges you to be awakened to the responsibilities of a citizen. This action or the behavior of a brand makes you want to connect and live alongside.

Human like behavior of a brand is what Leo Burnett terms as “HumanKind Brand”, brands are trying to find its purpose of existence in people’s lives so that they can play a meaningful role and become a part.

Thus to make this journey possible brands can’t fake things as fake friends are not difficult to spot, they need to be honest and earnest therefore they must “Act” the way they promise.

Now you know the power of ‘Acts” here are some powerful and earnest “Acts” put-up by Indian Brands in 2010:


Gillette “Shave India movement”- by women against lazy stubble.

Women prefer “clean-shaven men” is a universal truth. Men are dumb and they never get it, they all want to look macho by sporting a stubble. This insight had led to an inspired “Act” of “Shave India Movement”

Around November last year “Shave India movement”- by women against lazy stubble was announced and launched by sexy sirens of Bollywood: Neha Dhupia, Manisha Lamba and Mugdha Godse forcing men to get shaved, thousands of women joined soon in the protest against men with stubble. Television and social media transmitted the idea like wildfire, soon shaving camps were organized, media started ridiculing men with stubble forcing them to shave, in the midst of all this Gillette launched its cheaper Mach-3 razor for 125 rupees.

Bravo BBDO, Mediacom and Proctor & Gamble!

Hippo “Crowd Sourcing” on twitter.

Creativeland Asia and Parle Agro had an innovative solution for a complex distribution problem, they appealed to the tweeters to report to them if they have not found “Hippo” in the neighborhood shop and promised to make it available in an hour’s time. Curious tweeters reported and participated in the drill actively making the brand more fun and inclusive.

This cleaver “Act” not just saved the brand’s distribution or inventory problem but also created a bond with the consumers and made a statement to the young social media audience how innovative, young and agile they are!


“Aman ki Asha” an Initiative by Times of India & Jung Group Pakistan.

What can one say to an ‘Act” like this? Mahatma Gandhi would have been proud. Two nations have been fighting bitter wars since 1947 while the majority of the people in both the nations want to live in peace and harmony. Two huge newspapers take plunge of propagating peace in the midst of terror and distrust. Teachers, artist, businessmen, filmmakers, intellectuals, poets, actors, scientist and commoners all came together to exchange ideas and peace messages.

This “Act” I believe had re-kindled the love and affection this two nations once shared.


Virgin Mobile: “Indian Panga League”

When you want to be young and happening what do you do?  Simple. You behave like one. Virgin had a choice of hiring a lesser cricketing star and do a conventional 30 seconds spot or think little different. They chose to do the later and took the trouble of going the extra mile by behaving little “hutke”.

Indian Panga League is launched for the IPL session-3 is a complete digital campaign with 100 viral films on YouTube and the website, allowing young fans to take friendly pangas with their buddies supporting rival teams, this generated huge participation on the micro site over 1 million visitors, 500,000 views on YouTube and 3000 fans on Facebook. Bates and Virgin’s choice proved to be the right one, young janta went berserk.

Gandhiji Font.

To commemorate Mahatma Gandhi’s 141 birthday, Leo Burnett had decided to create a special font designed from his iconic spectacles to enable a young nation to see Mahatma’s vision. This “Act” will take wings, once the ambitious project get into top gear by launching the font in all 16 Indian languages, currently Devnagari, English, Marathi and Telugu are available awaiting for a symbolic gesture of dedicating to the nation by The Government of India.

The ambition of this project is to make mahatma’s vision relevant to younger generation especially by using digital space to connect.

In the land of Mahatma Gandhi the “Act of Acts” is no new discovery, the symbolic “Salt Production” was an “Act” to bring behavioral change, so is non-co-operative movement. Imagine Bapu trying to explain the significance of freedom in a long copy ad than to a metaphoric act of salt making”

What’s in a logo? Ask GAP.


After a public outcry on the social media, “GAP” withdrew its modern logo and brought back classic blue box.  Couple of days back Airtel launched its new logo and again it’s the social media, which has been critical, harsh and unkind, before we get into merits and demerits of the opinions, lets look at what goes behind designing a logo and how to judge one. Because consumer outcry is one thing industry peers is another thing.

To be fair I just want to gently remind our tweeting and status-updating judges the parameters to judge a good logo and view the design in the context of a telecom brand. Iconic logos have a simple yet magical qualities of evoking an emotional response in you for instance when you look at the golden arches of McDonalds you feel happy and hungry at the same time. Ever thought why this happens? It’s the colors, which does the trick. Yellow arches make you smile while the red McDonald’s background makes you feel hungry. It’s unbelievably true that the color red makes your blood pressure soar and also makes you feel hungry.


When you judge a logo you need to keep five simple things in mind:

Symbolism:  The symbol used should signify and communicate something about the brand’s ambition or vision in a clearly identifiable way while keeping the historic, cultural and category relevance in mind.

Style: The style should communicate the personality or functionality or special attributes of the brand like: indoor, outdoors, cleanly, orderly, open, friendly or a closet.

Typography: Type should communicate certain feel and vision of the brand. Type should tell you weather the brand is stiff or flexible, bold or fragile, feminine or masculine and so on in an instant way.

Relationship: The graphics, icons, type and color used should have a relationship with the target group and company values, goals or aspirations.

Color: Colors used should represent and relate to the business and its aspirations. Color should communicate the intended message or emotion instantly.

Now lets keep these parameters and look at some telecom logos thru my point of view (not the creator’s):


Vodafone: Uses speech mark as a symbol to communicate about the brands ambition. Needless to say how simple it is for the people to comprehend and connect with the brand and the category. Styling of the graphics is near perfect to represent the preciseness with its orderly alignments and placements. Typography is bold, confidant yet very friendly with its lowercase usage. Red is the color of passion and action provides energy and excitement to the brand. Overall all the elements are used to perfection and a classic example of art and science of design coming together. Logo designed by Brand Union.

Uninor: Inspired by nature and its role in innovation in Scandinavian culture this propeller like symbol was designed to communicate the delicate balance of movement and change. Uses a very purposeful tranquility feeling by delicately designing the symbol and the typography. Very delicate thin san serif font used to enhance Scandinavian design esthetics. White, blue and black are used in the identity to enhance the “Inspired by nature” feel.

Docomo: Uses its name that means “every where “in Japanese (DOKOMO) this logo designed for the Indian market to communicate “Do the new” hence fun typo design keeping in line with the brand promise. Styled to perfection to connect with youth and VAS users. Graphics are designed for flexibility to be used freely. Colors are young and vibrant bring in fun and energy. This logo keeps the evolution of the consumers in mind to bring in flexibility for co-creation by the consumers. Designed by Wolff Olins of London.

Airtel: Uses alphabet “A” in lowercase in a very causal yet dynamic way, spiraling “a” almost gives you a feeling of a tornado, generating lots of kinetic energy. Styled in a vibrant youthful way to communicate to the changing Indian consumers. Typography is youthful and inviting by using lowercase and reiterating its values of friendly approachable service. Color red used for depicting energy and passion of the brand. Designed by Brand Union again.

Designing or judging logos is a very difficult task especially for telecom, which deals with more interfaces and touch points than an airline. Redesigning and implementing a new identity is a mammoth task, takes months to reach every circle leave alone the streets.  While the new Airtel logo may just have fallen short of critic’s expectations, it may well create enough excitement in the market, who cares for critics who are interested in what could have been done and in the missed opportunity? When people embrace the change with open arms.

Hope we can fill in the “GAPs”