When you witness Tendulkar getting out along with Waqar Younis, Shaun Pollack, Stephen Fleming and Carl Hooper…


One of the perks of being in advertising is to be privy to some of the most intimate moments of the history; in retrospective I recollect one, as Sachin is hanging his boots in few days I owe it to myself to narrate this amazing event to the world. It was in 2002, while working on a world cup cricket campaign for LG electronics; I was shooting 36-television commercials at a breakneck speed for the world cup in South Africa. LG tied-up with ICC as the primary sponsor and was allowed by ICC to use all participating 14 team captains for publicity hence the campaign with 14 captains ( “Cricket first” was the campaign theme), we got the time for shoot allotted by ICC in Colombo Sri Lanka whist the ICC champions trophy being played in that country. We had around 6 days to shoot all 14 captains, were allowed a couple of hours a day with out upsetting the team schedules.

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We parked ourselves at the Hilton Colombo and marked several locations in the hotel for shooting different commercials to save time, one such location was the penthouse suite; One of the days when we were set to shoot the combinations with Nasser Hussain, Waqar Younis, Shaun Pollack, Stephen Fleming and Carl Hooper, while Nasser Hussain was getting ready for his shot, I was watching India playing Zimbabwe in one of the bedrooms sitting in center of the bed, soon I was joined by the legendary bowling captains, Waqar, Pollack, Flaming and Hooper.

Soon the bowlers were glued to the TV watching the Indian “God” batting, I still remember the mesmerizing site of four bowlers watching master batsman Sachin bat,  like little kids seeing an instructor play. I was pinching myself for what I was witnessing and then all hell broke loose as Sachin gets out cheaply to Heath Streak or Henry Olongo, In unison you see all four raising hands in air and say “Shit” with utmost disgust and argue amongst themselves about, how unfair the life is; while Pollack says “ we all are always asked to bowl straight and we follow that religiously and look at this bloke bowling wide outside the off stump and the master decides to ignore all his discipline and reaches the ball to give a catching practice to the second slip.” “Why does this bowler gets “Masters” wicket so easily? And why do we have to slog for days to get him?” adds Waqar.

I can never forget how lucky I was to see the greatest bowlers of all time discussing about Sachin’s batting and putting the kind of importance to his wicket in their life is simply amazing, bowlers around the world practice relentlessly for months and years to get him out is a testimony to his greatness and being a witness to such an event makes my 34 years of advertising career worth the while.

A billion rapists.


 

A muted billion

 

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.

Power shifts in advertising.


The recent ranking of the most influential people by Brand Equity raised eyebrows and sent shockwaves thru the ranks of the industry. The veteran blackberry boys were giving way to apple tribes.

Two decades back armed with management degrees from the top institutes the double-breasted blue blazer brigade took firm control of the business from the erstwhile “angrezi hangover babu’s” of the post independent India. And the blazer brigade were the most powerful lot as they controlled the business of the businesses by working as strategic and marketing extensions of huge corporations.

What made this successful brigade to take a back seat? Why the suits were marginalized? What made creative guys to rise?

Well the answer lies partly in the changing business model and partly in the egoist reluctant to change CEO’s.  Why do I blame them?  Three decades ago when I started work in advertising as an untrained commercial artist, stumbled upon a book in a second hand bookstore titled  “12 benevolent dictators of advertising” the book dealt with how the legends of the industry were thrown out of their own shops unceremoniously.

And the moral of the story being: ownership does not give power, real power in advertising is the influence you have on the Brands business and how indispensible you become to the biggest brands of the agency. Most often the owners and the MBA managers mistake power to money control and designations therefore they spend all the time in managing money and holding control meeting. Before they even realize the power starts to shift to enterprising business heads or creative heads.

Its not surprising to see some of the legendary CEO’s being marginalized post de-bundling of creative agencies. When you had 15 channels to manage a general manager was more powerful today there is just creative and only products to be managed are Ideas.

With INS accreditation out of the window and monthly remuneration system is in, there is hardly any complex management is needed therefore more creatives are taking charge to manage ideas and agencies.

Hope one day the management schools will add this section of Idea management to their curriculum.

“Why advertising should be governed by principles and not by rules?”


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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.