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. Kapur took Kawal Shoor & charge of the agency’s Navin Talreja Indian operations as the MD soon to launch outfit in the mid-90s, and “he helped cre- (Shoor was the national planning director and Talreja, ate a culture where I and (S N) Rane president, Mumbai and Kolkata, operated as a trio with him as the Ogilvy till April 2015) boss, though he never behaved like a boss.” Continued on Page 4 >> Product: ETNEWMumbaiBS PubDate: 21-10-2015 Zone: BrandEquity Edition: 1 Page: BEPER1 User: sandeepd0203 Time: 10-16-2015 00:28 Color: CMYK
ECONOMIC TIMES THE OCTOBER 21-27, 2015 2
THE TWO TECHNOLOGY BRANDS MAKE THE CUT AND GET A THUMBS UP FROM THE PANEL FOR bestbekaar THEIR ENGAGING STORY-TELLING WHILE A DIAMOND BRAND AND AN ONLINE MEDICAL PORTAL BRAND GET KNOCKED DOWN FOR WHAT ELSE – BEING TEDIOUS BEYOND HOPE
Youth Snapping Dark Hello Power The ‘Sher’ Shining Maaji HP (Best) Snapdeal (Best) Forevermark (Bekaar) Zigy (Bekaar) Ride on the angst the corporate executives have against the We live in a world where Kamaal R Khan’s limericks on How would you like to watch an arbitrary melange of The Dark We might orbit around Mars, propose to make cities fully wi-fi funding-led startup guys and you’ve got yourself an ad that’ll reso- Bollywood’s latest flicks get more traction than Ghalib and Knight Rises and Blood Diamond? The ad begins with an escape enabled, unban a couple of things hours after banning them, nate. A bunch of suits in a coffee shop are taking a dig at a scrappily Gulzar’s poetry. So, bilingual shayari where chaste Urdu is from prison scene that makes an ad for diamonds look more but it’s early days to accept a few things to change in our dressed guy who seems like he belongs to the startup generation. coupled with rhyming words - certain and curtain - is bound to ‘Mad Max’ than ‘Mary and Max’. We could for once attempt to country. That should explain why an ad propagating amicable They grudge the fact that while they vegetate in their cubicles, be a hit. Get Aamir Khan to recite and you’ve got a blockbuster appreciate the monologue of a diamond while it narrates the relationship between ex daughter-in-law and mother-in- these termsheet-hogs put their laptop and tablet’s configuration in ad urging you to click to buy all things household-y this festive hardships it underwent to get to its worthy owner. But our panel law didn’t go down that well with our panel. After all, you’re place of office address on their b-cards. Of course the guy turns out season. Much like Aamir’s audience of four in the backdrop seems to be unfriending diamonds forever after watching the catering to an audience that helped crazy TRPs for series like to be an investor they have to impress in their boardroom, and our raring to go ‘wah wah’ at the drop of an ‘irshad’, the panel seems ad. The Hindi translation of the original English copy just makes ‘Tu Tu Main Main’ and ‘Kyunki Saas Bhi Kabhi Bahu Thi’. An idea panel gives a thumbs up to this ‘kahaani mein twist’ laden ad . quite pleased with this tukbandhi (rhyming). it worse. is not always enough, Sirjee!
The Best Bekaar survey is conducted by IPSOS, with ads sourced from TV Ad Indx. The survey is conducted every week across 6 cities in India covering 200 respondents
AFTER GIVING US THE FIZZ-LESS ‘OH YES ABHI’, editor’schoice PEPSI IS BACK WITH A WINNER, THIS TIME A Creative Strike How Flexible Pepsi (Best) Is Your Brand If your brand is incapable of the
One swallow does not a summer make brave move but ad wags quipped that it was of his lieutenants spies a Pepsi, resulting marketing equivalent but the new Pepsi ad is something of a Pepsi admitting defeat — acknowledging in a rather abrupt end to what promised to of stretches and return to form. The last few ads have that just about anyone could bash This ad be a long drawn out protest. been more miss than hit, especially the out a better film than the cola or Pepsi Thi, Pi Gaya admits the squats, it could be in laboured and embarrassing attempt at its agency. The latest commercial brings back hapless bloke, spawning a line creating a multi-celebrity mashup starring brings with it the sweet taste of a sense of that’s a lot more immediate serious trouble. Anoushka Sharma, Ranbir Kapoor and Virat vindication. A hunger strike has and spontaneous than the Kohli(without any of the celebrities present been announced led by a firebrand fun to the rather random Oh Yes Abhi. By Ravi Balakrishnan at the same place or the same frame at the student leader right out of central category Most importantly, this ad same time), which received a well-deserved casting for a 70s art film (or the FTII brings back a sense of fun to Editor’s Choice Bekaar. Letting the fans pitch in 2015 — the overlap between the two is the category that was either MIA or being ois Jacobs, CEO, Landor speak to the core brand purpose. A good in via crowdsourcing during the IPL was a another story for another time). Except one worked to death. smiles a tad ruefully as example is Google’s Impact Challenge: a she recalls an answer that worldwide, hackathon that focuses on a American millennials had single problem – making the world a bet- Lto the question which brand ter place for differently abed people, for ought to represent the USA instance. at the Milan World Expo. The firm was expecting an answer like McDonalds but Multi-channel: While it’s in danger what they got surprised them enough to or becoming a much abused buzzword relook at the research — Chick-fil-A, a (along with omni channel), Jacobs be- fast food chain that makes no bones lieves a brand need not necessarily be about being driven by the Southern in every channel. Agile brands instead Baptist outlook of its owners. Which focus on intent and only then consider means it is closed on Sunday and has which channel is most appropriate. For been a vocal critic of same sex marriage. instance, perhaps brands could look at Jacobs explains, “The key reason mil- reaching out to people if consumers are lennials break up with brands is that not coming to them. Jacobs cites SBI as they are not authentic or true. With a good Indian example: a legacy brand Chick-fil-A, they felt the brand was open which is at the same time nimble enough and honest about what it stands for. It The days of saying ‘this to have a large ATM network and which might be unpopular but they stick to it. is who we are, buy it!’ has its digital banking programme in The millennialls also like the taste of the order, acting agile and youthful. product which is quite yummy.” are over. Brands need to Want to build or even maintain a brand embrace co-creation and Global: Even a local brand needs to keep in 2015? Jacobs believes the time hon- an eye open for learning that’s appropri- oured template of defining a brand to a collaboration. ate to its situation. It’s never been easier rigorous construct will only take you so than now with technology. far. She explains, “We are seeing a parad- Lois Jacob wox within branding. Brands need a CEO, Landor Openness: It’s one of the toughest as- clear definition of what they stand for pects of being a nimble brand. But as and yet need to adapt, evolve, be proac- brand stands for they need to be allowed Jacobs points out, the days of saying tive and nimble to risk. How do you man- leeway to be more entrepreneurial. ‘this is who we are, buy us!’ are over. age the brand where you have to stand Brands need to embrace co-creation for something but can’t stand still? Resonsible: Jacobs points to the in- and collaboration. Landor’s attempting to address this creasing number of examples where Brands that used to talk merely about via a new model of brand building. brands publicise the times when they are logos or identity are realising their Here’s what marketers need to be : giving back to employees or to the planet identities are dependent on how the at large. Gratuitous but empty gestures brand feels, how it acts, how it sounds Adaptive: This involves embracing will be easily seen through even if the and how it dreams – its ultimate goals risk and looking for opportunity. Once end justifies the means. Instead she and aspirations. employees have understood what the recommends looking for things that [email protected]
The email Jack Dorsey sent to announce Twitter Layoffs
On October 13, 2015, Twitter’s board roadmap is focused on the experiences the company. We are doing this with approved a plan to restructure the which will have the greatest impact. We the utmost respect for each and every company. It’s laying off 8% of its work- launched the first of these experiences person. Twitter will go to great lengths force, or 336 people. last week with Moments, a great begin- to take care of each individual by pro- Here’s the letter Jack Dorsey, the com- ning, and a bold peek into the future of viding generous exit packages and help pany’s co-founder and new permanent how people will see what’s going on in finding a new job. CEO, sent to employees this morning. the world. Let’s take this time to express our grati- From: Jack Dorsey The roadmap is also a plan tude to all of those who are To: All Employees to change how we work, and We have made leaving us. We will honor what we need to do that work. an extremely them by doing our best Date: October 13, 2015 Product and Engineering to serve all the people Subject: A more focused Twitter are going to make the most tough deci- that use Twitter. We do so Team, significant structural changes sion, we plan with a more purpose-built to reflect our plan ahead. to part ways team, which we’ll con- We are moving forward with We feel strongly that with up to 336 tinue to build strength into a restructuring of our work- Engineering will over time, as we are now force so we can put our move much faster people from enabled to reinvest in our company on a stronger path with a smaller and across the most impactful priorities. to grow. Emails like this are nimbler team, while company Thank you all for your trust usually riddled with corpo- remaining the big- and understanding here. rate speak so I’m going to gest percentage of This isn’t easy. But it is right. The world give it to you straight. our workforce. And the rest needs a strong Twitter, and this is an- of the organization will be The team has been working other step to get there. As always, please streamlined in parallel. around the clock to produce reach out to me directly with any ideas streamlined roadmap for So we have made an extreme- or questions. Twitter, Vine, and Periscope ly tough decision: we plan to Jack par t ways with up to 336 and they are shaping (Source: businessinsider.in) up to be strong. The people from across Product: ETNEWMumbaiBS PubDate: 21-10-2015 Zone: BrandEquity Edition: 1 Page: BEPER2 User: sandeepd0203 Time: 10-16-2015 00:25 Color: CMYK
ECONOMIC TIMES THE OCTOBER 21-27, 2015 3 Product: ETNEWMumbaiBS PubDate: 21-10-2015 Zone: BrandEquity Edition: 1 Page: BEPER3 User: sandeepd0203 Time: 10-16-2015 00:37 Color: CMYK
ECONOMIC TIMES THE OCTOBER 21-27, 2015 4
Continued from Page 1 >> Ogilvy:The Startup... Conscious Uncoupling The fact that Pandey played cricket from school onwards which contin- Here’s what some of the Ogilvy-preneurs share about Ogilvy and Piyush ued while he was graduating from St Pandey’s role in their entrepreneurial journey with Amit Bapna Stephen’s in Delhi has also been of great help. “Cricket has taught me a lot on Abhijit Avasthi, ex-national creative director, Ogilvy & Mather launched his own setup Sideways along how to lead and how to be led and both with Sonali Sehgal with an idea to use creativity across the problem-solving realm and not just for advertising are equally important.” Lesson learnt: When you don’t respect a leader, the It’s Different: For now Avasthi is tising” and he is fine with it. in understanding the client’s prob- team goes for a toss and when you can’t busy with projects that range from lems and coming up with solutions, carry your people along with you, it is a solving an ecommerce brand’s HR Ogilvy (and Pandey)’s Recipe: rather than throwing ‘cool’ ideas, case of bad leadership. problems, to developing a product “Much of setting up one’s own busi- he adds. Family-connections with- Not all independent start-ups have been design for an appliance company ness is about dealing with clients standing (he is Pandey’s nephew); born out of pure entrepreneurial ambi- and mentoring a business in the and in Ogilvy there is so much of Avasthi feels that Piyush has been tions. Often people leave because they food space. And yes, also doing client facing experience that it pre- the driving force behind this culture are unhappy. Corporate life sucks in so some occasional advertising. “70% pares people rather well for entre- at Ogilvy. “He lets people make mis- much that the need for a balance creeps of our current work is non-adver- preneurship.” The stint also helps takes and lets them learn.” in. He agrees and says, “You decide to be BORA ANIRBAN small and be happy, something that is the celebrated creative maverick left Ogilvy in 2004 to start his own agency happening increasingly in the advertis- V Sunil, ‘A’ which eventually became a part of Wieden+Kennedy India ing industry.” People also leave so that START CREATING any decision they make professionally Lessons Learnt: Ogilvy under the realisation that to run a good produced any great brands, or THERE HAS NEVER BEEN A BETTER will be their decision and not because of Piyush was always a bit entrepre- idea or a brand, one does not need provided a fresh perspective.” (say) Japan’s economy getting jacked and neurial. Any strong creative person a large army but just a few good Most of them were doing far more TIME TO START UP its impact on the Indian office. They also could drive a project without fear men/women.” superior work at Ogilvy, he feels. move on because of and good ideas were supported It’s important for them to stand for I have always found inspira- thinking about how a company a changing world “I have and protected. “The confidence Counter-point: “The sad truth something and produce the next tion in a very old saying, which that was created less than a 1000 order that often always told to start (for me) came from two is that the so called ‘creative global brands out of India. “Where I have been sharing with as days ago, built itself into a valu- needs different solu- my people things: firstly, running the Delhi of- independence’ and the many is the next Cadbury’s? Fevicol? many people as possible. It has ation of $16 billion, and anoth- tions, something that we are fice with the level of independence new design companies, agencies Vodafone etc.?” proved itself to be real and true. er got valued at $2 billion in un- bigger ships find not artistes, that Piyush gave and secondly, and digital shops have not really I believe it’s the Holy Grail that der 18 months. That’s Didi tougher to adjust to. we lost in the journey of time. It Kuaidi and Slack. It’s creation Says Joono Simon, we are com- goes as follows: “Life is not that made all this possible. mercial former- ECD, Joono Simon, the executive creative director at Ogilvy Bengaluru quit earlier this year to launch his own about finding yourself, life is Someone chose to create. Some- Ogilvy Bengaluru, artistes. We digital shop, Brave New World about creating yourself”. one just like you and me. “The tools of the have been If you can spare a moment on And how would it feel to trade must evolve to commis- Life at Ogilvy and beyond: Ogilvy Times Were Changing: “As much as thing Piyush has got right was that thought and give it some know that you can indeed cre- keep up, regardless sioned by has set some industry bench- I respect the Ogilvy model, it was keeping his eyes glued on the men wing, you will see some truth to ate? It doesn’t have to be a bil- of how comfortable marks and, in many ways, it equally important for me to break and women of this country, it. The science that encompass- lion dollar app, but start with they may feel, and somebody to represents the summit for many new ground. One of the key things as opposed to following inter- es the space and time continu- some things as simple as your that is an exciting improve his creative people. So when a senior that takes the industry forward national norms. Maybe it’s that um of the Universe that we live own life. The same principle challenge.” commerce” professional considers life after is its ability to non-conform. So it famous cricketing intuition - in, in reality, is centred around applies. With good intent Just as the start- Piyush Ogilvy, the choices often seem was important for me to look at a when your eyes are fixed on the a seemingly singular purpose come real good results.It’s in ups have recali- Pandey limited or hazy, and starting off parallel engagement model.” ball, the rest of the body automati- of “creation”. creation that the world keeps brated the economy on one’s own presents itself as a cally adjusts to face it. And that And creation is nothing but a moving. It’s creation that in all other categories so also in adver- logical conclusion, he says. Lessons from Pandey: “The key has helped.” result of something or some- helps mankind with growth, tising. Lean, nimble setups are being one that set out to progress, jobs, launched that offer specialised services create. Every- PRAVEEN solutions, pos- Neeraj Bassi, president planning at Ogilvy Delhi left a few months ago to launch a consultancy and not necessarily the whole hog lead- CoffeeandChocolate, with the endeavour to help brands define their integrated communication briefs for agencies thing around us KENNETH sibilities, and ing up to the 30 second TVCs. When is indeed a crea- better quality asked how are they doing, Pandey grins The Fertile Hot-bed: “Ogilvy was at the big picture backed by the helping in this job, he says. tion. From the of living in eve- and says, “I see all these people driving and is a great place for creativity. belief, that only when they take Universe created ry area of life. fancy cars so I guess they must be doing The only difference is that given a break from the proximity with Look Out: An organisation the by a perceived Enterprise and well.” On a more serious note, he adds the rise in overall entrepreneurial the problem that they’ll be able to size of Ogilvy requires sig- Divine, to the entrepreneurs whoever is sincere about his business culture in India, perhaps there are see why that problem happened nificant investment in human- material world have always will do well since there is lots of opportu- more breakaways today.” in the first place! The core phi- resources and he feels that has that mankind been and will nity. V Sunil, former ECD, Ogilvy Delhi, losophy of Ogilvy, “we don’t work been a weak point. “In an organ- created around continue to be however feels that the new independent The Ogilvy Kit: The task, at his for clients, we work for brands”, isation whose key resource is its own self. My mind keeps creators. And bunch have to stand for some- current setup, is to get brand which Pandey has himself cham- people, HR should have been a Creation is the getting interrupted each of us are thing and produce the next handlers to sit back and reflect pioned from the front, is really strong support function.” source of life and thinking about born with the global brands out of India, evolution. It al- code to be one. and that is the real challenge. ways was and it how a company How would it be that was created [email protected] Prateek Srivastava co-founded ChapterFive Brand Solutions along with Sunita Murthi after being in always will be. when we create Ogilvy for nearly 13 years. He was last heading the Ogilvy South and North offices before he moved out in 2013 Creating lends its less than a 1000 our own life and self to Creation. days ago, built make people Ogilvy Lessons: “The importance are encouraged to be creative.” be part of the business and mar- From creating itself into a valua- around us cre- given to the client relationships. keting decision-making process. small groups of tion of $16 billion ate their own? It not only leads to great output Breaking Out: “At a personal level, In many cases, ChapterFive does people and tribes Would it help but also stands you in good stead I was disappointed about adver- just the strategy bit and then for safety in the harsh world stop the never ceasing depend- when breaking out independently. tising going down the value chain, steps out, and doesn’t get into thousands of years ago, to the ence on an external adminis- The other big difference at Ogilvy and that created a bit of personal making the creatives. “We don’t creation of kingdoms to em- tration or government or a new is that people across departments vacuum.” And so the decision to pitch,” he adds. pires, creation has always leader to hopefully solve the marked the progress of hu- world’s problems? Isn’t it that mankind, however much we much more empowering and Heeral Akhaury has chosen to opt out of advertising totally, after having worked in Ogilvy for nearly 12 years. Her creative outfit is called ‘Ullu ke Pathhe’ and she makes money out of making owls on things complain of its imperfections. enabling when we take owner- It created an opportunity of ex- ship of our life: to create it rath- Bat From The Front: “One thing many Ullus I have interacted with stand out,” she says. pression for life and living. er than be dictated by it? that I learnt from Piyush is to play over the years,” she says with a Age is no barrier to start some- The industrial revolution and How would the world be if we on your front foot. Don’t worry poker-face. thing new and different and re- history thereon further cata- all start focusing on “creat- about who, why, what people ally it’s never too late, she adds. pulted the human race towards ing” our life, rather than say but go by your gut. When I No Barriers: Piyush himself started his adver- progress, to the world we are in “finding” it? decided to call my company ‘Ullu The constant flow of creativ- tising career much later in life and today: where I’m putting my In truth we are in the Golden Ke Pathe’, many were hesitant ity in everything that happens at that too in client servicing. thoughts together for this note age of creators. So be a magi- about the name. But I decided to Ogilvy, right from dealing with a on an iPhone 35,000 km in the cian, start up. What are you go with my gut, and come to think client brief to making a presenta- One thing I dislike about Piyush: sky, which I will email midair waiting for? #StartCreating of it maybe ‘Ullu Ke Pathe’ was tion, “one is always challenged “His smoking and I wish he would so as to reach my office 10,000 The author is co-owner subconsciously inspired by the with finding innovative ways to give that up.” miles away. And all along, my and chairman, L&K mind keeps getting interrupted Saatchi & Saatchi
Continued from Page 1 >> people don’t care,” says Bhat. comedian Kapil Sharma, who Atul Khatri’s approach is to appears in commercials for The Shill-ing Joke exercise common sense. He is a Olx, PolicyBazaar, Honda and “Everything about you cannot be edgy” member of East India Comedy Micromax. His show ‘Comedy “I don’t think Indian come- and has collaborated with ad Nights with Kapil’ is a must vis- Filmmaker, author and ex-ad man, Jaideep Varma has directed ‘I Am Offended’ a film on the Indian dians are getting into the ad agency Infectious for a series of it destination for a Bollywood standup scene on how it is possible to be both a comedic social observer and an ad man business. The ad business is commercials for Religare, last star on a promotional tour. going to them,” says Ogilvy year. Recently he featured in There are some, however, What do you early 90s in Bombay for instance time, they were talking about plete way, since many of them adman and standup come- an Amazon campaign. So, we who abide by the Hicks Rule make of co- was a very inspiring place. At its surviving and making a living. seem to believe that obscenity and dian, Neville Shah who is a ask him what if Amazon has an still. Varun Grover of Aisi medic content best, advertising can really have It’s happened spectacularly for insulting people is the way to go. part of the Schitzengiggles epic fail on a big sale day, would Taisi Democracy believes “a creators like the sparkle of good pop music. some people. Which is fine but I If they are pushed to exercise the group. “For me, it’s two differ- that be material for his next comedian is supposed to be AIB, The Viral It’s why they say advertising is understand your concern. A lot humour muscle a little more, it ent careers. And two different tweet? “My commitment is to anti-mainstream or anti-estab- Fever and Vir the rock ‘n’ roll of business. The of people will fall by the wayside may improve them as comedians. motivations. Comedy is what my followers,” he tells us. Even lishment. It could be political Das branching problem in advertising is the who make this aspect more dom- lets me say the things though AIB’s asso- or corporate. By doing this (ie into creating people not the profession or na- inant than their real self. They Do you think an antagonistic advertising won’t let Indian ciation with Snapdeal forming ad agencies, etc), they advertising? ture of the work. I saw a film re- will not be among the most com- attitude to advertising is the me. I can make a clear comedians ended months ago, are diluting their own brand We all have a cently and I was inspired by its pelling comics, but that’s good. right attitude for a comic/ boundary between are draw- “we still get tagged in equity or moral stand; what- day job. They slant: that people are trying to In a way it’s an obstacle in an ob- social commentator to have? comedy and adver- ing their tweets where people ever you want to call it. I think need to make a express themselves and if they do stacle course. Or is a happier, symbiotic re- tising. And I’ve been received soaps in- most of them are doing it con- living from this. As long as they it through the platform of adver- lationship something that is successful, so far.” own lines stead of phones, so this sciously and have made that do what they really want to do tising, that’s okay. They are still What sort of an impact do you desirable? Indian comedians is a part and parcel of choice. I also have made my and there’s no conflict of inter- trying to do something real. The see this having on comedy Neither! I don’t think a comic are drawing their own lines working with brands,” says choice.” And Grover doesn’t est, there’s no problem. A lot of standup comic ad with Nescafe, I and comedians in India? Do needs to have a POV on these between staying true their Bhat. “Smarter folks know want in on the shill-ing joke. people like to trash advertising. thought it was very good. If more you think they will still have things. The Rolling Stones are art, and fans, and lending their that the people who endorse [email protected] But the advertising scene in the people do things like that, it will as much of a license to be as happy with their music being comedic chops to corporations the brand aren’t necessar- make advertising a little better. acerbic and edgy (as some of used in ads. Dylan has appeared who’ve developed a sense hu- ily responsible for their screw You have cycles in advertising them currently are), if they in a commercial and there’s no mour, suddenly. “There is ups.” Irrespective of their as- and we are not in an exciting one are representing the interests one with more integrity than no artist in this country that sociations past, present or at the moment. Maybe it can be of corporate India which is that. I don‘t think that’s an issue. makes money without brands future, he says AIB doesn’t made more exciting if these guys notoriously conservative and It’s about how you are able to keep getting involved,” says popu- censor its material based on (the comedic content creators) unwilling to offend? your integrity intact in different lar comedy troupe All India brand affiliations, “that’s just come in and do some real work. They won’t. But it’s like doing cor- spaces. Indian corporate culture Bakchod’s co-founder Tanmay our style. What that means porate shows. There are different sucks big time. There are a lot of Bhat, “brands sponsor live is we’ll only be working with When you were creating ‘I Am spaces. You can do edgy stuff in problems and fakery. It’s up to the shows, video content, online brands who have a sense of Offended’ was any of this on your own performances…but individual to be vigilant. It’s pos- activity - everything.” humor, naturally.” That, it the horizon? Was branching you can also be another version sible to maintain integrity — and The sweet spot lies in the seems, is pretty much most into advertising something the of yourself. Everything about you who is to tell you what integrity quality of your comedy. “In brands across diverse cat- comedians were discussing? cannot be edgy: you’d be a psycho is — and function as a corporate my experience, if the content egories, nowadays. One of the No. In the two years since I made in a jail if it was. cog. It’s something all of us do you make, even if it’s for a country’s most prolific brand it, there’s been so much prog- It may help a lot of the comics or have done. I don’t see that as a brand, is engaging enough - endorsers is the prime time ress and development. At that find their voice in a more com- problem or a compromise.
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