“I'm Not Your Quintessential Harmless Nice Guy”
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May 16-31, 2016 Volume 4, Issue 23 `100 “I’m not your quintessential harmless nice guy” What makes the head of this nine-year-old agency both popular and notorious. 16 INTERVIEW SAJAN RAJ KURUP FOUNDER & CREATIVE CHAIRMAN CREATIVELAND ASIA 6 10 24 PLUS COLORS New Avenues 13 CAMPAIGN TRAIL Ads of the Fortnight 23 MOVEMENTS PAPERBOAT DUREX DOVE Who is Where 26 Triggering Memories Cricket as an Ally No Holds Barred Using animation to portray The brand’s digital film Redefining beauty, once more, childhood memories. plays on cricket terminology. the Dove way. editorial This fortnight... Volume 4, Issue 23 EDITOR ast month I interviewed Arunabh Kumar, digital content creator and founder of Sreekant Khandekar L The Viral Fever. That story was very well received by our readers. One of the PUBLISHER Prasanna Singh May 16-31, 2016 Volume 4, Issue 23 `100 reasons for this is his immense popularity among netizens. Another is the subject itself; “I’m not your digital video is the hot new thing in the online, particularly mobile, content space. EXECUTIVE EDITOR quintessential Ashwini Gangal harmless PRODUCTION EXECUTIVE But there’s a third reason, the kind that sort of creeps up on you as an afterthought Andrias Kisku nice guy” – the interview was loved because the interviewee fielded tough questions sportingly. What makes the head of this ADVERTISING ENQUIRIES nine-year-old agency both popular and notorious. Sample this gem: “We the target the progressive young Indian who is not exactly Shubham Garg 16 81301 66777 (M) INTERVIEW waiting for the next episode of Diya Aur Bati Hum (hit TV show on Star Plus)…” SAJAN RAJ KURUP FOUNDER & CREATIVE CHAIRMAN Apoorv Kulshrestha CREATIVELAND ASIA 9873824700 (M) Whether it’s Dentsu Aegis Network’s India head Ashish Bhasin saying “In the Noida advertising business if you can’t handle pressure, get out or die young” (in our Cover Pradeep Hegde 6 10 24 PLUS 9833933577 (M) COLORS Story last fortnight) or whether it’s GroupM’s global president Dominic Proctor saying New Avenues 13 Mumbai CAMPAIGN TRAIL Ads of the Fortnight 23 MOVEMENTS “…every time we have a pitch, we pay with our sweat and with our marriages.” [email protected] PAPERBOAT DUREX DOVE Who is Where 26 Triggering Memories Cricket as an Ally No Holds Barred Using animation to portray The brand’s digital film Redefining beauty, once more, (Economic Times, 2011; he was global CEO, Mindshare, then), it is fearless childhood memories. plays on cricket terminology. the Dove way. MARKETING OFFICE statements, uttered at a raw, human level, that are applauded the most. B&B Genesis, A 12/13, Ground Floor, Sector - 16 Noida - 201301 Which is why, we decided to go out there and ask our admen and women – and their clients – some tough questions about their work, their work ethic and everything MUMBAI 302, Makani Center, 3rd Floor, that affects the two. We decided to start with Sajan Raj Kurup, founder and creative Off Linking Road, Bandra (W), chairman of independent ad agency Creativeland Asia. Mumbai - 400050 SUBSCRIPTION ENQUIRIES Why are you one of the ‘most bashed’ admen online? Why do your peers call you Akhilesh Singh audacious? Why do I get the feeling you take that as a compliment? We threw some [email protected] difficult, yet fun, questions at Raj and guess what. He didn’t squirm. Owned by Banyan Netfaqs Pvt Ltd and Printed and published by Prasanna Singh, In the fortnights to come, we hope to bring you more such interviews with the men at 7-A/13, Ch. Ratan Singh Complex, and women who influence the Indian ad-media industry through their work, creative Jawala Heri Market, Paschim Vihar, New Delhi-110 063. culture and attitude. Printed at Cirrus Graphics Private Limited B-61, Sector 67, Noida (U.P.), 201301 Ashwini Gangal [email protected] CONTENTS ERRATA The video mentioned under Dolby Audio 18 (Campaign Trail, April 16-30, 2016 issue) is a ONIDA film created for Dolby India and not a TVC. Turning to God Dolby does not have Moving away from the a Dolby audio speaker range. Devil, Onida introduces a The error is regretted. new mascot. Will it help? Editor 22 6 ASHWINY IYER TEWARI 12 New Ground The first-time director, who tasted success with Nil Battey MTR 20 RADIO CITY ARIEL-TINKLE Sannata, talks about clients, Served Refreshed Bridging the Gap Loaded Message advertising, brands - and MTR’s look moves from the Candy Class and the art of Shikari Shambu helps his wife films. traditional to the innovative. teaching English. with the laundry. afaqs! Reporter, May 16-31, 2 0 1 6 5 advertising PAPERBOAT ARIEL Triggering Memories A Loaded The new film uses animation to portray childhood memories of a Message visually-challenged person. By Suraj Ramnath and Ashwini Gangal Shikari Shambu helps his wife with the laundry in Tinkle’s latest issue. By News Bureau &G India’s #ShareTheLoad movement for detergent brand Ariel Matic has Pfound a supporter in Shikari Shambu, a popular character from the children’s comic magazine Tinkle, an ACK media publication, which also owns Amar Chitra Katha. In the May issue of Tinkle, children saw Shikari Shambu help his wife with household chores. The idea is to n sync with its broader theme of not to overdo, or downplay, anything propagate ‘laundry nostalgia, Paperboat, the ethnic drinks while telling the story.” equality’ among Ibrand from Hector Beverages, has children. released what it calls its “first short film,” IMPRESSED? Talking about one that’s animation-based, in part. Kailash Surendranath, ad film maker the association, Titled ‘Rizwan’, the three minute- and founder, Kailash Picture Co, a film Sharat Verma, thirty-second film is “Paperboat’s first production company, is not impressed. associate brand foray into legitimate fiction story-telling He feels the film is too long and too director - Fabric Care, on film,” says the brand, adding by way of subtle to impact “the average viewer.” P&G India, says, “With explanation, “It’s not a ‘video’ (as per) our Kakkar: being honest “The story seems to ramble on for two out of every three new age understanding of that term, but a bit too long without making a very children believing that is really small-scale cinema. A little tribute to the strong point. Any communication with a disabled laundry is only a mother’s full range of liberties that the craft of film-making protagonist must convey some sort of super task, the conditioning allows... we’re taking baby steps into that realm.” heroic winning ability to be memorable, or else it of gender stereotypes is The film takes the viewer into the recesses may seem like a deliberate attempt at gaining the being sub-consciously Verma: sharing of a visually challenged character’s childhood viewer’s sympathy,” he critiques. passed down to the next the load memories. Rizwan, the character, is played by He goes on to add. “The animation in the generation. Ariel India Bollywood actor Ram Sethi. “Paperboat believes film is probably its saving grace. It’s a cool joins women across the country to address in the power of the tactile. With our drinks, and technique. The style is nice, simple, old-fashioned this cycle of prejudice by encouraging more through the sense of taste, we hope to revive and unpretentious. It works well with the words dads and husbands to #ShareTheLoad, since bygone summer holidays squandered in the sun. and the live action, and maintains the viewer’s with Ariel Matic anyone can get great laundry And by extension, we appreciate what the sense attention for more than three minutes. It would results.” of smell can rekindle. Rizwan celebrates this be a difficult film to watch without it, considering The ‘Dads#ShareTheLoad’ film has insight,” says the brand team about the effort. its length.” already received close to 50 million views The film has been created by Humour Me. It Suresh Eriyat, founder and creative director, globally. took the team nearly 45 days to ready the film. Eeksaurus, an ad film production company, likes Anuraag Agarwal, CEO, Amar Chitra Quizzed about the execution, Neeraj Kakkar, the basic idea of smell and taste fuelling one’s Katha Media, says, “Tinkle as a brand has founder and CEO, Hector Beverages, tells afaqs!, imagination, but prefers Paperboat’s previous ad always stood for values and principles that “We decided to go the animation way because the films (for instance ‘Drinks & Memories’ and can positively shape and mould the next story is about imagination. Rizwan is blind and his Postcard campaign) to this one. generation.” Adds Rajani Thindiath, editor, story is what he imagines it to be. And, imagination About this film, he says, “It is nicely portrayed Tinkle, “Tinkle has been actively addressing can be best depicted through animation.” and beautifully executed, with a lot of nice the issue of gender equality through its Kakkar adds, “In our heads, when we are animation,” adding, however, “If the point is to strong female characters and its portrayal of making any beverage, the benchmark is not the move people emotionally, then that didn’t come personality types, skills, talents, and career actual home-made beverage. It is more of the across. I wish the animation merged with the story choices as gender neutral. Ariel India’s memory of that drink, of that taste. Memory is better. The two are not in synergy.” Dads#ShareTheLoad campaign beautifully sweeter than the actual drink was at the time.” Eriyat says that Paperboat is a national product captures this idea by showing how we can be What was the most challenging part of working and is very popular in the South.