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The Startup Factory Product: ETNEWMumbaiBS PubDate: 21-10-2015 Zone: BrandEquity Edition: 1 Page: BEFP User: sandeepd0203 Time: 10-16-2015 00:28 Color: CMYK THE ECONOMIC TIMES OCTOBER 21-27, 2015 The Shill-ing Joke British author George Monbiot branded Bono and Bob Geldof “the bards of the powerful” for their cosy ties with leaders like George W Bush and Tony Blair. Have some of India’s finest comedic minds become the court jesters of corporate India? By Delshad Irani and Ravi Balakrishnan he jester inherited sitcom, or you toured on the road. earth’ (in a meta- Now, all of a sudden . it’s like phorical sense). we found a pool of money in the Who Killed the Agency? When we wrote that middle of the desert.” The Joker did with a candlestick in the library Tline earlier this year, Let’s face it, one can’t live ilarity, disguised as existential little did we know on just giggles and pennies. Hhysterics, ensued in the ad world we’d ventured into Nostradamus Nonetheless, is this new genera- after one of the country’s most popu- territory! The world has fallen, tion of comedians not afraid of lar, and controversial, comedy for now, at the feet of a band of chipping away at their credibil- troupe, All India Bakchod (AIB) digital-era comedians. Stand-up ity or being branded a shill? The launched an advertising division — Vigyapanti. Its maiden video not only comedians, most of them, who’ve purists have always stayed away flooded AIB’s inbox with emails from become national brands. They’ve from endorsements and market- 130 startups but also threw up some ‘Devil Baby’ and the telekinetic cof- come a long way from drab corpo- ing. Bill Hicks, the demi-god of valid questions like who’s working fee shop prank, is co-founded by rate shows populated with bod- comedy, once said, “If you for whom? Is it an AIB video Saturday Night Live’s James Perce- ies in suits more keen on the free do an advert then you are for TrulyMadly or a Truly- lay. Will Ferrell and Adam McKay’s Jack than japes to become online off the artistic register One Madly video by AIB? And Funny Or Die has deployed its army stars who exercise a seemingly forever.” A damning in- can’t worried some industry folk of comedians led by Zach Galifiana- who wonder if the videos kis to work with brands like Pepsi, irrational degree of influence on dictment only topped by live on should carry qualifiers like Under Armour and the Obama ad- digital natives. his delightful moniker just ‘Sponsored’. But, the news ministration, often in tandem with Naturally, marketers noticed for advertising and mar- has also sounded the death agencies. Says Snapdeal’s Idi Srini- people gravitating to these famous keting professionals. He giggles knell for advertising as we vas Murthy, “Larger agencies have funnybodies and their YouTube called them “Satan’s little and know it, according to most to deal with optimising for a large videos about Bollywood geniuses, helpers”. pennies twitterers. audience. Content creators on the newsroom shenanigans and every- A title that could reason- However, let’s put this de- other hand are born in one space or style of humour and get more popu- thing in between. And diligently ably extend to Hick’s ilk velopment’s implications for ad agencies in perspective. Because, lar. I don’t think it means traditional the marketer followed. Today, and, quite frankly, most artistic surely, the likes of Vir Das’ Weirdass agencies will go away but I think they leverage the comedy stars’ kind, at least the successful ones. Comedy, The Viral Fever’s Qtiyapa definitely there will be a lot of reach, for their own brands, either The likes of Jerry Seinfeld who and AIB’s Vigyapanti with a raison growth in this space of specialised through endorsements or creative said “I love advertising because dêtre to “make small brands (start- audience based, genre based, con- collaborations because comedians I love lying” during an ad award ups) massive” can’t be a $600 billion tent makers.” have a finger on the crowd’s pulse. acceptance speech. Seinfeld lies global industry’s biggest threat. Un- Content creators, for lack of a better Comedy is social currency and, for brands like Acura all the time, less P&G, PepsiCo and other MNCs term, know their fans and are the ex- park their entire portfolio with this perts on funny, but not necessarily when done well, is a surefire way a company that sponsors his web ANIRBAN BORA lot. Instead of fretting about a grow- on the business of marketing. As to embed your brand in social series ‘Comedians In Cars Getting ing number of established comedians Publicis South Asia’s Bobby Pawar, conversation. So, it’s clear why Coffee’ which features a stellar entering the branded content fray, the agency that created perhaps this consumer brands are clamour- line-up of America’s funniest. And which might improve creative stand- year’s best, and funniest, commercial ing for laughs, praying for one Ricky Gervais, among others. ards which have hit Mariana Trench- for Ambuja Cement featuring WWE viral video, sidesplitting sketch A comedian There is no artist But, somehow, Seinfeld & Co. lows in recent years; create compel- World Champion, Khali, puts it: “The or the crooning cat kind, that have retained the license to mock. ling and, more importantly, effective question is did my brand become fa- bryngeth in somer or maketh a is supposed to be in this country Often by ridiculing the very act of work. In the US, agencies are suc- mous or did the content? That’s the cessfully co-habiting advertising difference between entertainers and brand. What’s not crystal, how- “selling out” while shilling for a anti-mainstream that makes with comedic content creators like guys who understand brands and ever, is what’s in it for the co- or establishment. It money without brand. “I will not bow to any spon- dumbdumb founded by Will know how to entertain. Let’s median? Apart from, of course, sor,” said Mike Myers in ‘Wayne’s Arnett and Jason Bateman be blunt here. The same money. Seth Herzog, a writer on could be political or brands getting World’ as he took a slice of pie for years. Thinkmodo, clients who give them all Late Night With Jimmy Fallon, corporate... involved from a Pizza Hut box that occu- the agency known for the freedom tie us up in said in an Adweek article from pied as much of the frame as the shockvertising hits chains.” Where’s the 2011: “To make money in comedy Varun Grover Tanmay Bhat Canadian’s face. bolt-cutter, then? before this, you had to develop a Aisi Taisi Democracy AIB Continued on Page 4 >> All India Bakchod Ogilvy: THE STARTUP FACTORY Piyush Pandey-led d-veteran Piyush Pandey’s recently The ‘O’ Connection released book ‘Pandeymonium’ has Some men and women who broke Ogilvy has birthed not an afterword titled ‘Why I never out and launched on their own started my own agency’ in which he only some of the coun- A Abhijit Avasthi & explains why he stuck around at Ogilvy for all try’s finest work but Sonali Sehgal the 33 years of his advertising career. co-founders, Sideways also the most number While his reasons for not leaving the agency (Avasthi is the former-national have been well-elucidated, another interest- creative director while Sehgal of ad startups. ing fact emerges. Under his charge, the Indian was senior vice-president, client servicing at Ogilvy) outpost has launched possibly the largest What’s its secret? number of independent setups. (And we are V Sunil By Amit Bapna talking of only those outfits that have been executive creative director, started by people who moved from Ogilvy and Wieden+Kennedy India (Former - executive creative went independent.) Agrees and adds Miles director, Ogilvy Delhi) Young, worldwide chairman and CEO, Ogilvy & Mather, “Some agencies have Joono Simon co-founder, Brave New World been described in the past as ‘universi- (Former - executive creative ties of advertising’. In India we are the director, Ogilvy Bengaluru) maternity-ward of advertising.” Pandey has succeeded because he has built a great Prateek Srivastava co-founder, ChapterFive Brand team, which has renewed itself over Solutions time, improving and adapting, (Former – head, Ogilvy South & adds Young. North) In an era of scepticism surround- Neeraj Bassi ing the ad business, what makes founder - CoffeeandChocolate Ogilvy among the few that con- (Former - president planning, tinues to inspire many to stay Ogilvy Delhi) and others to branch out on Heeral Akhaury their own? According to Abhijit founder - Ullu Ke Pathe Avasthi, former-national cre- (Former - creative director, Ogilvy Mumbai) ative director, O&M lets people run their projects independently Srikanth V S, Manmohan NITIN SONAWANE which gives them the confidence Anchan & Vidur Vohra and prepares them to run a busi- co-founders, Temple which got ness. (Read Conscious acquired by Bates CHI in 2014 (Both Srikanth and Anchan have Uncoupling on page 4) worked at Ogilvy) This entrepreneur- ial streak has been Nabendu Bhattacharyya founded Milestone Brandcom backed by the belief that that got acquired by Dentsu creative work has to translate Aegis Network in 2014 into improving the client’s (Former president, OgilvyAction) business. Says Pandey, “I have Kartik Iyer & always told my people that we Praveen Das are not artistes, we are commercial cofounders, Happy artistes. We have been commis- (Former associate creative sioned by somebody to improve his directors at Ogilvy Bengaluru) commerce.” Vivek Kakkar Pandey gives a lot of the credit for founder-director, Curious fostering the entrepreneurial streak (Former - senior creative at Ogilvy to the leadership of director, Ogilvy Mumbai) Ranjan Kapur.
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